My f21 is my first BMW but I think this new generation of bimmers are The best ever. All brands are evolving to more effiency in terms of The new global econůmic reallity. This doesn't means cheaper.
In The past, I Really loved some Audi and Mercedes models more than BMW. Now a days I think BMW wins by far in every product line.
In my country The premium segment is lead by Audi, but that's because of The A1, that sells like a soda in a store.