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I'd argue the Merc EQs look worse because their looks are so forgettable - there's no identity in their design and it looks like a bar of soap on the road. I haven't heard anyone say they love the design any EQ model (yet). The people I know that bought one chose it primarily for its badge.
Meanwhile, most of the newer BMWs look controversial enough to catch people's attention. The IX is not my cup of tea, but I've had more than a few people say they like it for its edgy looks.
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