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The problem for BMW these days is that there is direct styling and implicit styling.
Bmw styling continues to be sleek and inoffensive, nevertheless they do not look that good and come across as generic.
Why?
Because many of us read into the styling the underlying attributes of the car. When the cars become boring to drive gizmo boxes we look at the cars as being more bland on the outside. The fun cars look better and better as each day passes.
It's similar to how a mediocre looking girl with a great personality looks much better or vice versa when an objectively hot girl looks ugly when you realize what a shit personality they have.
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Nice cars
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