from CNN:
'Motor Trend writers were impressed with the Model 3's performance but some were dismayed at the test car's $60,000 price tag. The Model 3 is touted as an "accessible" car with a starting price of $35,000. Among other factors that kept it from winning were rather tight back seats and cheap-seeming interior materials.'
So it lost because only a $60k version was available.
That price tag means they did through in every possible option of the car but somehow they did not evaluate it. AP and FSD for instance are areas where other cars just can't compete so you can't compare or you give extra points.
I am struggling particularly with the price argument in that respect. Strange decision and very much against the sentiment of people who are driving the M3 today - all of them hyper excited about it.