Step 1-Why in the world does anyone need a "cold air intake"???
(CAI=Cold Air Intake)
The vast majority of people I talked to and read, sources that had absolutely no connection to CAI suppliers or manufacturers and would not otherwise gain financially, overwhelming said their vehicles gained more "pep", especially in the lower gears with a CAI. With my 5, I've never been able to jump on the gas pedal and have the car take off--almost lags like it is a cold, damp day and my engine has a carburetor. For a grocery-getter that handles so well, it is a small disappointment. The other benefit was a more serious sounding engine.
Generically, most suppliers, sellers and techs say that one should gain 7-10% horsepower. Since the 2.3L I4 NA engine produces 153 hp, that gives 164-168 HP. Almost all said the difference was noticeable, even my neighbor's wife, who is the beneficiary of the improvements her husband makes on the car, but shrugs when asked what he did! And that is what I am hoping to improve.
I offer this YouTube video for the rolling commentary of the difference that this 3 owner offers:
https://www.youtube.com/watch?v=_6eboDTScWs
FYI, there are many similarities between the 2009 3 and the 2010 5, but the 2010 3 was a 2.5L and I haven't figured out how similar the engines are. Much in the engine compartment looks the same, but I don't want to assume.