The biggest problem I have with BMW right now is some of their styling and their seemingly blind devotion to the i-drive system. Styling comes and goes. I have always admired BMW (and Mercedes) for sticking to a formula that works. Mercedes went through a time (first version of CLK class cars) where I really did not like their styling. They have since “messaged” the look to a much more pleasing look.
BMW seems to be going through this problem right now. The 7 series has grown on me (except for that hideously huge rear end). However, I am very disappointed in the 5 series. I have always regarded the 5 series as the best looking BMW (the 7 was always so big it was difficult to deal with). However the 5 seem to sterile and too 7ish.
Styling is subjective and new designs grow on me so only time will tell. HOWEVER, i-drive is complete crap!!!!! I don’t want to have to access the computer to change the channel of the radio or to change the temperature of the climate control system. It takes way to much attention to do anything in the car. For being the “Ultimate Driving Machine” the i-drive takes away from the driving experience. I can’t believe they carried over this cumbersome overly teched piece of equipment into the 5 series. The driving gods are going to strike BMW down if this appears in the M5. I am also not a huge fan of the assisted steering system that seems to be making its way into all the cars. The feel is strange.
Don’t get me wrong BMW seems to be able to still get the performance you would expect. However, they seem to be losing the “soul” of the car. They are becoming more and more like appliances for speeds instead of the “Ultimate Driving Machine”. It seems the Germans are forgetting what made them the car manufacturers they are. Mercedes quality is way down, as is some of BMW’s. BMW is losing the “sport” feel to its cars. Porsche has watercooled and GTized (as in Grand Touring) the 911

and built a truck

For now they are all making good profits (well accept for MB) but can the maintain it as the core buyers for their products become disenchanted with these changes?