I believe they are designing for the east Asian market, where the bulk of these cars will be sold. Over there the prestige element is more important than BMWs history or classic design beauty.
For some reason big aggressive grills are the way of the future. Personally I hate this trait, give me an E21 any day of the week.
Oversized grills are not an asthetically pleasing design. Moreso when you add decoration running through it.
Make the grill whatever is necessary for airflow and then make the area surrounding it pleasing to the eye. Volkswagen did the same thing and the Mk7 jettas look horrid compared to the clean lines of the mk6.
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