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I was just at the dealership this weekend looking to replace my 2021 X5, and drove a 2023 540iX with Sport seats and Sensatec and a 2023 M550iX with Multicountour and Nappa.
I am 6.4"/ 230 pounds, so a little larger, and the multi contour with Nappa were much more comfortable. Sport seats felt tight in the shoulders and upper back, even after taking a lot of time to try and adjust everything perfectly.
In terms of material, Nappa felt softer and more premium than Sensatec, wasn't even close in my own personal opinion. I also felt the "new car smell" was more pronounced in the M550iX vs the 540iX.
I ended up taking the M550iX home, not purely based on the seats of course (the V8 sound and power were the main factors), but the added comfort and premium feel of the seats certainly helped.
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