So far the ATS has received Luxury Car of the Year from Popular Mechanics, and Premium Family Sedan of the Year by Canadian car journalists annual contest. Not bad for a first try.
I don't think either the ATS and the F30 is that good looking, but plenty of people can like both, or like either one but hate the other.
One thing is clear, there will be many Bimmer owners moving over to ATS. It started with the CTS. Interestingly one thing attracted many CTS owners was the "ugly" exterior styling. Many of them complain the ATS softened the edged design to appeal to European drivers, and they don't like it.
BTW, I agree with Chris, the ATS needs to at least offer a trim without all the nasty chrome treatment.