It's an interesting one, we, one of the few who actually quite like it, there also a couple of BMW purists we know that it appeals to, too. I've always been a fan of big kidney grilles, however i do think the plate should be to the right or left like some Alfa Romeo models, also even if you don't like, we're sure some designer will create a kit or new front end. We'd like buy purely based on the fact they stand out and will be a rare sight.
People today want unlimited levels of modification, be it rear wings, rims, colour options, trim - just look at the Sweptail, hardly a Phantom, yet it is or maybe even a large model BMW.
Cheers for dropping the fascinating comment. I'm very sure the design will appeal to a lot of people too, as I've learned on Twitter, though I have to wonder how many potential buyers they're possibly alienating with this. It's all questions at this point, and I do agree 100%, the license plate should've been put aside.
I think it would look nicer without it interrupting the lines like that. I also think there could be a business based around simply selling, and kitting out Bimmers with that old kidney-grille design, since most of it doesn't even appear functional. Modification is definitely a great thing, but the way it's been done, I think they've made it more... Bold XD