BMW tends to go for a slightly more minimalist look than Audi. It's smart. so long as you avoid some of the hideous wood trim options, but doesn't have quite the blend of sophistication and simplicity that Audi manages so well. Build quality is top-notch, though, and the 5-Series will easily seat four in comfort. But the middle seat is a bit of a squeeze.
Don't worry about the iDrive, the latest versions are brilliant. Anyone who can't figure it out should question themselves, not the car. BMW's also introduced cool digital dials for 2014, upping the tech count further.
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