£38,000 should be before the UK plug in car grant. A 330d SE starts at £33,610. BMW has publicly said the US price would be below a 528i. Maybe not by much. BMW should release more information at the Geneva auto show next month.
The models and equipment (standard and optional) illustrated in this post reflect my misunderstanding of vehicles supplied by BMW AG to the German market. In other EU member states, the truthyness of my posts may vary. Please ignore this post. Subject to change.