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I think this comparison clearly shows each companies philosophy that it's hard to say one is better than the other because they serve different purposes. I wouldn't want the 5er to look or closely follow the design language of an E-Class and vice versa. The 5er clearly looks more athletic and aggressive (sporty) vs. a more subtle, soft and laid back design of the E-Class.
The 5er looks good because it looks like it's supposed to and the same goes for the E-Class.
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