It's called not messing too much with a good thing.
BMW knows it builds one of the finest all-round luxury sport sedans in the business. That much is clear. It's been doing so for years now, with the 3 Series becoming the segment's benchmark. Sure it's grown in size with each subsequent generation, but that's because of market demands. Point being, the 3 Series will continue to dominate even as competitors are upping their games. In order to keep its crown, BMW will launch a facelifted F30 3 Series at Geneva this March.
Previous spy shots show subtle changes to the front and rear end styling, with the biggest changes happening under the hood. Expect a variety of new engines, both gasoline and diesel, sourced from the new Mini. We've been told the 335i will become the 340i and the 328i will be replaced by the 330i. For now, Theophilus Chin has rendered what he believes the front end styling will look like, based on those spy images. There will supposedly be adaptive LED headlights, a restyled bumper, and a newly shaped kidney grille. We'll know more in the coming weeks.