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A quick rundown on your options would be great! Considering you feel like the luxury is not on par with the X5/X7 I'm wondering if maybe you're comparing different trim levels (e.g. Sensatec vs full Merino, missing multifunction seats in the iX etc.).
I had an iX as a loaner for a couple days with the full leather option as well as multifunctions seats with ventilation and massage. I found the interior quality to be similar to my G11 and G05 (Nappa + leather dash and full Merino).
I do agree with your optinion about the H&K system, no chance against the B&W in my other cars. The B&W in the iX should be even better now that it has the fancy butt vibration stuff in the seats as well.
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