BMW consciously separated the design of its new volume-seller from its big brother

BMW has highlighted many of the technical priorities for its new seventh-generation 3 Series, but now it has also admitted there was another important goal for the car.

The new BMW 3 Series had to look a lot less like a 5 Series than its predecessor.

The Russian-doll styling syndrome has been a long-standing criticism of German luxury sedan families, including the Audi A4, A6 and even A8, the Mercedes-Benz C- and E-Class, and the BMW 3 and 5 Series.

It was a problem for the previous-generation F30 3 Series and the current G30 5 Series and its F10 predecessor. We know that for certain because BMW now acknowledges it existed.
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https://www.motoring.com.au/why-the-new-bmw-3-series-doesnt-mimic-5-series-115008/