In 2010 BMW replaced the air filter in US cars with the Euro air filter. The Euro air filter is longer and flows slightly better than the US '08-'09 stock air filter.
I recently swapped out the stock air filter on my '12 with an aFE drop-in filter (had to buy the adapter) and I noticed a significant change in induction noise - definitely louder than the Euro stock filter, and similar to the noise level from the Dinan intake I have on my '09.
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