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My 2 cents.
BMW is not doing 'pretty' anymore. They are doing 'distinctive' at the high end, whether you like it or not. The goal is to stand out in a crowded market and to capture high end dollars. Have they gone so far that the design is tacky and crass? The target market for this car will not care.
Pretty does not sell at the high end. The goal is head turning ability. I think they know, especially among 'high end' buyers who will buy this car, that buyers want to stand out. They want something that is evocative. I suspect they are aiming at people who would buy the Lamborghini Urus.
High end ridiculous sport SUVs are a high margin sector and this design will probably sell well.
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