Woah, I'm having a headache following this high-level talk.

The thing to me is: whatever the coherence in design may be, whatever the design language is, the end result is that it must be appealing and pleasing to the eye. Despite BMW's 'holistic' design, from what I understand from Roberto, that the whole car's design gels together well, the end result is something revolutionary, something so unique that some people cannot come to terms with. However, I must say that BMW's design has appealed to the new generation of car buyers who are looking for that extra zest in their cars.

Audi also has 'holistic' design, and I find their cars to be very neat and tidy, if I could put it that way. A different approach from BMW, being conservative but still a design that speaks as a whole.

Mercedes however has an amalgamation of design... I can see where Roberto is going with this. Elements from BMW's design language fused with attempts to integrate old-school Mercedes design cues - this, to me, is simply messy. But then again, to look at it from simple aesthetics, the beauty of the S (an example of this amalgamation) is undeniable.