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It's just a matter of personal preference. While the 5er is a little less cohesive, it does look more dynamic and sporty. Younger buyers won't like the look of the E-class much. Personally I find it to be very understated. The S and C turned out better.
Interior-wise...the Mercedes feels more special from a design standpoint. The Bimmer is perfectly suitable for its class though, but isn't as flashy. It's not a let down like the interior design of the 7er, which feels very mundane next to the S-class.
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