Today I downloaded the 5 series catalogue PDF from BMW's website. On page 8 I noticed that it's the catalogue of the previous generation! :)

IMHO managment is too scared these days, if something sells they don't change it. And then there's market research. Surveys nearly ever boost innovation since people like what they know. But management is safe, nobody has to take a risk.

It's not just BMW, Panamera doesn't look that new too (just more refined), Merc is doing the same car in various sizes (I really can't distinguish the new E-class from the C-class), and Audi is doing the same design since 10 years ("new" Q5 anyone, or A4/A5? And even the current Audi R8 does look like the previous one, although RC will probably deny).

On a personal note, I do like the new 5 series and would get it over A6/ E-class/Volvo 90 etc if I'd be in the market for this segment. But it's nothing to write home about.