I would have to agree that the BMW interiors are horrible. When I sat in them at the auto show, they not only looked retarded but they looked CHEAP! No offence to special people but whoever designed these interiors needs help. The I Drive felt like a thin plastic knob off of a boom box at Wal-Mart. It might not be made of plastic, but whatever they use, is it suppose to mimic plastic? After waiting to sit in the 7 series since its introduction, I was only met with a seat that was placed as far forward as possible so no one would sit inside it, a slap in the face to everyone who took the time to go over to the BMW area, obviously compliments of the BMW staff at the show. I was still hoping for a "better in real life than in photos" experience. They couldn’t keep me out so I sat in it anyway, mused for a few minutes and after climbing back out and I do mean climbing, I should have told the representative that with its interior, no one would want to sit in it anyway. The 5 series was worse but I won’t bore you, just look at a pic. The Cadillac should not have any problems drawing buyers away from BMW if you ask me. I’m an Audi man myself and as most people who really like Audis might tell you, we like them even if they are unreliable, expensive and depreciate fast, we are just crazy like that, but Cadillac has way more style than the current lineup from BMW. Between the CTS, CTSV and this, Cadillac is redefined for the better. The Chrysler 300C is going to gobble up sales in the intro luxury group but it also may fill the needs of some would-be luxury buyers because of performance and size as mentioned earlier, if potential buyers can accept driving a Chrysler instead of a more revered luxury brand. It might play ball in this field because of those two attributes but its obviously not going to have the content that the extra tens of thousands of dollars allow more expensive players to have. Mercedes AMG series vehicles continue to impress even if the price tags are unreal. Great for things like that to exist but the more “affordable” models that will compete with the STS require a premium just to get into the seat anyway, maybe it’s the bad reputation for quality, maybe it’s because it has a three pointed star, I haven’t pinned it yet.