the last generation bmw 5 series (2005-2010) clocks in at 194" long yet the maxima a35 looks much bigger.

I used to think the bmw 5 series was nicely sized but it looks small now that I drive the max.

what is the "visual" cue that gives it the presence ?

You need glasses thats why.

Has to be the styling/shape, as styling/shape is what we see when we look at a car.

This may also be a factor:

The 7th gen Maxima's front end/grille/etc extends out as far as the most forward reach of the bumper. That makes the hood look longer. That was done in order to meet European safety requirements that specify the front end of a car should essentially be a 'flat' surface, with nothing protruding out. I.e., the front should be 'pedestrian friendly.'

Adding to the 'longer' look, the rear end is also a bulbous entity that extends out to the backmost point of the back bumper.

The total effect is that the Maxima body is every bit as long as the outermost distance between front and rear bumper, while many cars have bumpers that visually extend out very slightly beyond the body of the car.

It may also be that the striking and aggressive styling may influence our impression of length.

I agree the Max looks bigger than it really is. Another example is the CTS. It looks tiny on the street but it's actually 1" longer than the Max.

I wonder if the distance from wheel to wheel is greater...

Aka wheel base. Out of the TL, CTS, and G37, the TL has the same wheel base as the Max. All the others have a longer wheel base.

yup, our wheelbase is actually shorter than many smaller cars...like the current sonata.

And that shorter wheelbase means more overhang at the ends of the car. This overhang may well factor into the visual impression the car is longer than it actually is.

And the TL looks "Ginormous"....hehe. Its actually 3 inches shorter with the 12 revise. Ithas a lot of the "bloated" styling cues of the 6th gen Max, especially the side profile and fat rear end look.

Many people thought my 6th gen was a coupe, this car does seem visually longer

When I see my car from a distance it looks like a stretched out 370z and doesn't seem that long or big but when you get closer it does.

I think the 7th Gen's sometimes do look longer than they actually are but it's really an illusion (and it's styling as mentioned above) especially when viewing it alone and at various angles.
When in a parking lot next to other 4 door midsize sedans you will notice it doesn't really stick out as being longer.
The more the Max is dropped will also make it appear longer...

For me I think it's the visual illusion of the front hood/fender flare that does it.

I actually had a younger kid ask me today if my car was a 370Z, lol. Have u seen the commercial where the guy pulls on his Z and stretches it out to a Maxima? Great commercial!

Well with those d2 coilovers installed your basically driving a 4 door 370 right now, lol.