Luxury was not always BMW primary goal. Just look at their bread and butter model, the 3 series, the E46 and E90 are hardly luxury sedans. Fast forward to the F30, its now more of a luxury sedan than a sport sedan, much like the rest of the BMW line up's latest offering.
solstice, my point about the suspension was that It is harder to design a suspension that can both handle well and provide ride comfort than just an all out sport suspension that lacks ride comfort or a soft suspension that does not handle well. In my option, the F10's current suspension set up is has a very good combo of comfort and soprtiness. Just because it is not the sportiest suspension, that doesnt mean its not advance.