Both Mercedes and Cadillac are trying to beat BMW at their own game by building better SPORTS Sedans and this time they have succeeded. BMW one the other hand, is trying to soften their cars so they can appeal to a wider customer base. This is basically the gist I get from reading comparison articles these days and I would have to agree. You can't get a sporty BMW these days without check-marking a bunch of options, and that's not even including the mandatory M-sport option. In the old days, any 3 series with just the sports package was a pleasure to drive.
Looks are subjective but I think the f30 is the most bloated looking of the three. I was on the BMWusa website today and there was a side-by-side picture with an f30 next to an f10, the f30 even looks bloated compared to the f10!