It´s pretty clear, when you seen both the F30 and the W205 interiors, which brand has invested more on each one. BMW thought it was too expensive to put trim across the whole dash, and put just have of it. Same with air vents, which look particulary infamous, and same with the part of the door panel that comes with leather/cloth.
F30 interior is just not enough for a BMW. And the problem is that it is mostly a 1er interior with a few differences in trim location. The route to follow is Mercedes´one. The W205 can compete with the F10 5er in terms of interior refinement, and the F30 is just too far from that level.