Hmmm. Had two e90s and now I'm in this F30.
Handling: F30 (even with narrow tires
it'll take the same corners much better than my e90s)
Interior fit and finish: F30
Cockpit design: F30
Exterior styling: F30
Overall size: E90 (easy, the F30 is massive)
Luxury features: F30
Driving feel: e90 without a doubt.
NVH: 330i e90 (not my 335i e90)
Engine sound: E90 330i (not the 335i...which had no engine sound)
Transmission: e90 330i
: e90 335i (F30 has some insanely bad/narrow tires
on sport models)
Of course if my 2003 ZHP were sold today with a new 4 year warranty, I'd take that car without pause. It's way smaller (yahoo), not as luxurious but far more alive/exciting to drive and far better looking than the e9x/f3x cars. Sadly, BMW no longer sells a compact sedan in the US double XL.