I always thought that the "welcome" sound inside the car was pure sex. I always get great compliments from my passengers (non-BMW drivers) too.
When I watched that NBC documentary and found out that they had a guy specialize in sounds, I was not surprised. By the way, the sound is shared with Rolls-Royce cars. I hope they never change that sound
As for the logo sound, I always liked the old one and wondered why they don't use that double gong in the US.
I don't hate the new sound logo, but doesn't sound luxury, premium, nor modern. I'll give dynamic sound though which I'm not sure should be a priority.
But for some reason I do like it.
Edit: Audi has by far the best sound logo, imo