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innovation is murky at best, but it's clear that some things are attempts to pioneer areas so that it improves the driving experience.
if you read this month's Roundel and the article about the 335ci launch, it's encapsulated in a paragraph where the BMWphile writer says something like, "engineers are shouting lighter, faster while M-arketing people say more gadgets! more weight!".
the difference is execution. i don't, for example, think that LS460 or LS600 owners get so turned off by the all of the gizmos and tech and run to the S-class dealers. but if you asked MB dealers where a lot of their recent conquest sales have come from: it's from people who are turned off by both the styling and the tech-laded 7er. i think Lexus executes it better than BMW and it's not a product differentiator, but it is something that comes with the product. big difference, i think, when the consumer is looking at the cars in the showroom.
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