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Well, hopefully you test drive the both... mag reviews suck when they are out of touch with reality. Anyone checking out 3 series in real life will notice how big difference is in interior quality and materials to 5 series, they cant be compared at all. Especially if you dont get full spec 3 series, but something for 40k... its laughable inside.
I have to agree with you. I thought about getting the new 3 as my new car. I thought it looks really nice on magazine except the "eyebrowns". I went to check it out. While there I checked out the 5 too. After I saw the 5, sat in there (had not driven yet), I no longer have the feeling to check out the 3. The "eyebrown" in person looks terrible so not luxurious. Interior is not something I want to see daily for that money.
People will buy 5 and so GS and E. Like anything else, IS is still an entry sedan regardless what it is loaded with. But again that is my opinion.