I owned the Beethovens for a couple years, and upgraded to the Strauss about two years ago. I considered the Mahler's but the dual 10 inch woofers over-powered my room. My room is similar in size to yours (24L X 14.5W X 8.5H).
I think the Strauss was an definite improvement in almost all areas, low bass, mids, highs, soundstaging, etc. The family signature was similar, but the Strauss gave you more of everything. It's mid's were a bit more relaxed and effortless with the Scan-Speak drivers. I believe the tweeter is the same, but with additional coating/treatment. I don't know if it was the crossover or what, but the high's seemed to have more air, less congested.
As for the bass, this is the one area that was a split decision. The Strauss has better extension and power, but I do believe the Beethovens had a better upper bass, quicker, punchier, better attack. The Strauss sounding just a tad slower in the upper bass region. The Beethoven's didn't dig as deep or with as much authority in the lower or mid bass regions though.
It should be noted that I have not heard the newer Beethoven Grand's though.
Overall, I've very happy with the Strauss upgrade. Two years later, I'm not speaker hunting at all.
Regards,
John