t is hard for BMW to put all new tech in 3 series LCI indeed, like the brand new I Drive system and touchscreen etc which will first appear on the 7 series, as it won't make 7 series as special and differentiates it as a flagship model (which clearly is what BMW is failing to do - making the 5 series interior looking TOO similar to the 7), but hey can BMW just tweak more on the exterior design? At least like the 1 series (BMW in the past have greater tweaks made on LCl models, like E46, which looked a lot better than the pre-facelifted design). They seemed to give up LCl buyers and think they are good enough to attract new buyers but as more people know how to compare now, while the new C Class is SO good and the new A4 is coming up, people will just go for the other two brands. I don't think any smart person would buy a LCI BMW as 2 years later they will redesign the whole thing again. Yeah BMW continue to cut cost and see when you will lose you sales more and more when you stop to innovate and make better cars.