BMW 3 SERIES RANGE (NEW)
BMW is evolving. Whereas once there were premium sector cars and mainstream models, the Bavarian company has, through the enormous success of the 3-Series model, blurred these boundaries. While still able to charge premium prices for the Three, BMW have at the same time outsold cars like the Ford Mondeo and the Vauxhall Vectra in the UK. Its a fine balancing act and one that BMW hope to carry off even more successfully with the latest generation 3-Series.
By all accepted theories of economics, what BMW are doing shouldnt be possible. Preserving the brand equity and guaranteeing firm residual values ought to prove impossible with the sheer numbers of 3-Series flying off dealer forecourts and although resale values of the outgoing E46 model 3-Series arent as strong as they once were, this has as much to do with the car being replaced by the E90 generation model as anything else. Theres always a certain level of hyperbole surrounding new car launches but the 3-Series warrants the superlatives. Jim ODonnell, Managing Director of BMW Great Britain, described the 3-Series as "the defining car of its generation and market sector" and its impossible to argue otherwise. As much as Mercedes and Audi would like to disagree, the 3-Series is the benchmark car in the compact executive sector. Always has been and likely always will be. Developing an all-new 3-Series was never going to be easy and the latest car, priced in 320i form from £21,095, shows that the money men and the stylists have gone head to head in the battle between shifting big numbers and continuing the trend for challengingly styled BMWs.
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"The BMW 3-Series is the benchmark car in the compact executive sector. Always has been and likely always will be."
Many of the contemporary BMW styling signatures are present although they have been toned down radically. The sill line is bowed, although nowhere near as radically as in, say, a 1-series. Compare how the rear bootlid is a chamfered and smoothed version of that worn by the 5-Series. Even the flanks betray a less aggressive concave contouring, while the rest of the traditional BMW cues such as the Hofmeister Kink at the rear window and the kidney grille are present and correct.
Although its not what youd call a striking piece of design, it is nevertheless mature, assured and, with a little imagination, its possible to figure out what forthcoming Coupe, Touring, Cabriolet and M3 versions will look like. The 3-Series also has to redefine its place in BMWs range. For the first time in 29 years, its no longer the entry level BMW model, and the range must be planned so that 1-Series buyers can easily migrate to a Three on the way to bigger BMWs. At least thats what the suits in Munich are hoping.
Bigger in every dimension to its predecessor, the 3-Series is an impressive undertaking with engines that have been revised to offer a combination of more power and more economy. Three engines are available from launch. The entry-level version is the 320i, an engine based on the architecture of the outgoing 318i motor. With improvements to the induction and VANOS systems, this engine jumps from the 318is 143bhp to a round 150bhp.
Capable of covering the sprint to 60mph in 8.8 seconds and able to hit 137mph, the 320i can also manage to eke 38.2 miles from a gallon of unleaded. Also much improved is the 320d, BMWs biggest seller in the old E46 generation car.
In this instance, power leaps from 150 to 163bhp. This diesel will take a fraction over eight seconds to get to 60mph and posts a top speed of 140mph. The 49.6mpg fuel economy figure is a real standout.
Pride of place goes to the 330i model. This features a 3.0-litre Valvetronic engine with technology that does away with conventional throttle butterflies in favour of a complex electrically-powered valve lifting system. Constructed from an aluminium and magnesium composite, this engine sits tucked well back in the cars cavernous engine bay and gives the car excellent weight distribution.
Less weight also equates to better performance, more agile handling and lower fuel consumption and emissions. This engine punches well above its modest weight, knocking out 258bhp at 6,600rpm. On the road this translates into a surprising amount of heft. The sprint to 60mph from rest will disappear in just 6.
3 seconds and will run into BMWs self-imposed electronic limiter at 155mph with plenty to spare. Despite this, the fuel economy figures are better than the old 231bhp 330i at 33.5mpg. The Valvetronic engine complies with the latest Euro IV emissions regulations and features an electric water pump to cool the engine block for increased efficiency.
If you cant quite stretch to starting prices for this variant of £28,460, a 325i petrol model is also available. Expect to see other petrol units introduced as the months go on. Plus theres an improved 330d, a storming 335d and a 340bhp turbocharged 330Ti model to look forward to. When we eventually get the fire-breathing M3 version, expect it to feature a 400bhp 4.
0-litre V8. Bigger, quicker, cleaner and more economical the 3-Series looks set to continue its astounding success. The styling looks spot on and if BMW can continue to maintain the prestige image balanced against huge sales, the E90 3-Series will be just the latest model to promotional sleight of hand. Its all a question of image and perception.
Do we buy it? Looking at advance orders for the 3-Series, the answer is an unqualified affirmative.
FACTS AT A GLANCE
CAR: BMW 3 Series saloon range
PRICES: £21,095-£28,460 - on the road
INSURANCE GROUPS: 13-17
CO2 EMISSIONS: 153-203g/km
PERFORMANCE: [330i] Max Speed 155mph / 0-60mph 6.3s
FUEL CONSUMPTION: [320d] (combined) 49.6mpg
STANDARD SAFETY FEATURES: Twin front airbags, twin front side airbags, twin ITS side window airbags / ABS /DSC / runflat tyres
WILL IT FIT IN YOUR GARAGE?: Length/Width/Height 4520/1817/1424mm
