Just had the new 330ix as a loaner and walked away really impressed. The new digital dashboard is beautiful, the engine is really quick and it felt very sporty. Also surprising when in sport mode the fake engine sound is actually pretty cool.
They also gave the car features that were never available on a 3er, you can now get the brake hold feature and finally they offer sync for the hvac system.
Also agree on the steering, it is much improved though the on center feel is heavy, there is no doubt you are in dead center it kinda just sits there.
Overall they took this car up a level or two though with that said it was nice to get into my comfy 540 with the Napa leather and Multi contour massage seats
I can live with the 3er for sure but I still prefer the 5.