Just guessing, but wouldn't surprise me if most luxury brands are struggling at the moment. I don't think this is the right time to buy a brand new, luxury car for most people. Considering the inflation, unemployment and uncertainty.
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[lets set aside the CT, agree)
They lost a lot of the advantage they had on hardware, but if you want a non-chinese EV with really good software and well-thought and working UX they're still a perfectly valid all-rounder with a very good charging network, and they also refine their hardware over time.
They refreshed the M3 and MY looks recently and changed the shapes a bit, but I always understood their looks to be function over form for efficiency reasons, and they don't look bad at all if you ask me. Simple, effective, efficient and timeless designs.
I agree with the other comments here that changing shapes for the sake of changing shapes it's just marketing.
EDIT: to be honest, the only thing that really annoys me is they didn't release an EU A/B/C segment ~4m car with all the features of a standard Model 3/Y. Instead they took the existing models and made them cheaper.