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Part of the problem is that all the new BMW's are beginning to lose a fair number of comparison tests (especially the non-3s) and consumers pay attention to those. Even in C&D's two most recent tests, said they preferred the E90. In the comparo with the ATS (which did lose out to the 3er, but barely), C&D said "We are convinced that the E90 would handily win a comparison test against the F30"
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