robopp wrote Unpopular opinion here, but I think the E9x design is one of the most boring designs BMW has ever made.
I think that was part of what made it desirable, at least for me. Understated. Which was a good thing in the Great Recession. And in fact most BMW designs up to that point - apart from the bulky bodywork of the e30/36 - were conservative.
E9x was a sleeper car, but if you knew you knew. The conservative design belied its intentions with a potent, special engine and greatly enhanced DCT (supplanting the problematic SMG) and more modifications available to damping (EDC), steering, throttle response, and shifting.
But the specialness of the design was the intricacy - you’d sit there in the purposeful cockpit looking at the curves, hood vents (1 of which was useful design for induction), lovely interior - and think it was worth every penny. You weren’t overwhelmed with buttons like the f8x or a massive screen with severe lack of ergonomics like the G8x. It fit like a glove.