In February my sales team and I had the privilege of driving the all-new BMW 3 Series sedan along California’s beautiful coastline. The three day session brought together approximately two hundred automotive sales managers and consultants from across Canada. Like many of them, I could not wait to slide into the driver’s seat. The slogan on BMW’s marketing materials for their 6th generation 3 Series read “impossibly better”.
Initially this tagline struck me as a bit counter-intuitive. The suggestion that a vehicle could improve on a level that is not possible to achieve left me scratching my head. Myfirst order of business was to discover what it meantto be impossibly better. After two days of meetings and power-point presentations, our group awoke the third dayto find over one hundred shiny 2012 BMW 3 Series sedans parked outside our hotel. What a sight!
An Icon is Born
The BMW 3 Series has such a long, deep-rooted history as the “original” BMW that one can only really appreciate what this vehicle has become by reflecting on its past. One out of every three BMWs sold since 1975 is a 3 Series. That’s over 12.5 million cars. Although it has been more than thirty-five years since the first generation arrived on the scene, the 3 Series has been able to maintain its status as the benchmark for sport sedans in the automotive world.
Each generation has demonstrated BMW’s ability to set the trend and be the leader, not just in vehicle technology, but in styling. BMW manages, with each incarnation, to maintain the fundamental elements which embodythe signature BMW look and feel, while elevating the driver experience. In July of 1975 the first 3 Series was introduced. Originally a two-door sedan, its sporty good looks and compact design Can you name a sports sedan that has been an automotive icon for over 30 years? There’s only one. By Raj Desor New Car Sales Manager i In February my sales team and I had the privilege of driving the all-new BMW 3 Series sedan along California’s beautiful coastline.
The three day session brought together approximately two hundred automotive sales managers and consultants from across Canada. Like many of them, I could not wait to slide into the driver’s seat. The slogan on BMW’s marketing materials for their 6th generation 3 Series read “impossibly better”. Initially this tagline struck me as a bit counter-intuitive. The suggestion that a vehicle could improve on a level that is not possible to achieve left me scratching my head. Myfirst order of business was to discover what it meantto be impossibly better.
After two days of meetings and power-point presentations, our group awoke the third dayto find over one hundred shiny 2012 BMW 3 Series sedans parked outside our hotel. What a sight! placed it in a class of its own. BMW’s unique kidney grilles were on displayfor all to see, and the automotive world took notice. When BMW presented the 3 Series for the first time, the German automaker announced their vision for this new model: “The design of BMW’s 3 Series will become a trendsetter for the next decade.”
Butthey were wrong. It has been almostfour decades, and the 3 Series continues to set the trend. Consider the fact that Car and Driver Magazine has listed the 3 Series in their Top Ten List for the past 20 consecutive years (1992 – 2011). With a pedigree like that, how do engineers and designers go about producing a vehicle that will exceed expectations – a vehicle that is even better? Some might suggest that is impossible.
Yet here I was, climbing into the sixth generation 3 Series, with BMW’s confounding declaration of“impossibly better” on my mind.
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The New In-line Four-Cylinder Delivers
Starting from the hotel, ourfleet of shiny 3 Series drove through San Diego’s beautiful community of La Jolla, following an eleven kilometre stretch of Pacific Ocean coastline.
California’s coast must rank as one ofthe most picturesque drives on the continent, but behind the wheel of a beautiful white 328i, I almost forgot where we were. The vehicle impressed me that much. My first test model of the day was the 328i Sport. On a free-flowing stretch of highway I was able to explore the capabilities of the new four cylinder engine.
In keeping with BMW’s commitment to offer superior power and performance while maintaining efficiency and sustainability, BMW opted for a 2.0L turbocharged four-cylinder. Normally when one considers a four cylinder engine, there is more often than not, a concern about a possible lack of power.
The direct-injected 2.0-litre turbo unit delivers 240 horsepower and 260 foot-pounds of torque which is an increase of ten horsepower and sixty foot-pounds of torque over the old engine. This is a massive increase in torque. The 335i model retains its six cylinder engine, with 300 horsepower, 300 foot-pounds of torque, and a zero to one hundred kilometres time of 5.4 seconds.
Had I not known better, I would have never guessed the 328i Sport I was driving was powered by a four-cylinder engine. This modern inline-four’s power was immediate and impressive. This engine choice improves fuel efficiency, but the 328i with automatic transmission still manages to do zero to one hundred clicks in 5.9 seconds.
For typical driving, expect the inline-four to use about 9.0 litres/100 kms in the city and an impressive 5.6 litres on the highway.
Styling: It’s All About Customization
Working for Brian Jessel BMW has led me to appreciate well-builtvehicles, so myexpectations ofany new models are always high. The 3 Series did not disappoint in the style department. Styling changes to the body subtly improve on the car’s already unmistakable, branded good looks.
This sixth generation 3 looks richer – more like the 5 Series sedan. A wider hood curves down to meetmore elongated headlamps which now reach the edges ofthe grille. Along the car’s body is a crease that sweeps past the door handles. Inside, this sixth generation offers the luxuries and state of the art technology we have come to expectfrom a BMW sedan, as well has the sportiness, agility and drive that are typical, but different and improved.
The new 3 Series can be customized to your personal tastes. Three models are on offer: the 320i, 328i and 335i. The 328i and 335i are available in three new personalization lines; Luxury, Sport and Modern. Each line features unique colour, trim and option combinations. It’s all about making this vehicle your own.
The Luxury Line is for customers who desire classic comfort. Materials like leather trim and burl walnut inlay are beautifully installed throughout the cabin. The Modern Line is more contemporary, with natural, lighter materials on the inside.
The Sport Line manages to enhance the feel of the car’s agility, with stand-out red contrast stitching and accents throughout.
True sportiness can be further enhanced with the new M Sport Package which adds 18-inch alloy wheels, a tricked out suspension, and more.
Test Drive
The new automatic transmission on the 3 Series features a manual shift mode which uses a smooth shifter on the center console. The feature I like most when it comes to the drivability is the Driving Dynamic Control.
This system allows drivers to select multiple settings to adjust their preferences when driving, including throttle response, steering feel, stability control (or lack thereof) and engine options. Outside La Jolla, we weren’t on the Autobahn, but our group still managed to have some fun on the road.
We arrived to a closed circuit course where drivers took turns ripping around the track without the typical restrictions of a highway drive. This is where I had the opportunity to see the new 3 Series really shine. Interestingly, BMW had arranged a fifth generation E90 3 Series sedan and two competitor vehicles for comparison. For me, the new 3 Series outperformed them all, from the comfortable driver seating position to the suspension, handling and over-all feeling.
Technology: Safety and Connectivity
One feature I love on the new 3 Series is the Auto Start-Stop function for times when the vehicle is idling. It automatically switches off the engine when the car is stopped in neutral, then restarts the engine when the driver depresses the clutch. The result is a quieter driver experience when stopped, an avoidance of unnecessary fuel consumption, and happily, a reduction in vehicle emissions. Another one of my favourites is Brake Energy Regeneration. This system captures the energy created when you apply the brake, a feature found in many hybrid cars.
The energy captured is used to recharge your vehicle’s battery, and further reduces fuel consumption. Last but certainly not least, is a device techies will appreciate called BMW Connected. BMW Connected works with the Infotainment features. It is the ultimate tool to stay connected while in your car. BMW Connected is a free app developed by BMW that brings Facebook, Twitter, your agenda and favourite Web radio stations onto the main vehicle display. You can either read these updates on your control display or have the vehicle read them out loud via the speaker using a text-to-speech function.
Other exciting new technologyfound on the 3 Series include a lane departure warning system and a hands-free trunk opener that works by moving your foot under the bumper. Welcome to the future.
Impossibly Better Explained
After a return drive to La Jolla, we said our goodbyes to the California coastline and prepared for our flight back to beautiful (but still chilly) British Columbia. This trip sped by too quickly for my liking, but the opportunity for an early experience with the 6th Generation BMW 3 Series has helped me understand what the marketers mean by “impossibly better”. I think it translates this way: what you thought could not be improved on, somehow is. We encourage everyone to come out and personally experience the all-new BMW 3 Series. I promise you will not be disappointed.
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“No matter the road, no matter the weather, xDrive All Wheel Drive delivers.” – BMW Canada
The xDrive version of the new 3 Series has arrived to Canada in the form of a BMW 328i xDrive and 335i xDrive. Add the M-Sport package to deliveryou to yourfavourite ski hill in style with 18 or 19-inch lightweight wheels and the M-tuned suspension,
which lowers the car byten millimeters, offers stiffer spring rates and damper settings, plus stronger stabilizer bars. xDrive® All-Wheel Drive delivers legendary handling with advanced traction and control.
It is now available on 21 different BMW models: BMW 3 Series Sedan, Coupé and Touring, BMW 5 Series Sedan and Gran Turismo, as well as the X3, X5 and X6 Sports Activity Vehicles including the BMW X5M and BMW X6M. All-new additions to the xDrive lineup include the 7 Series xDrive Sedan and new BMW ActiveHybrid X6 – the first Sports Activity Coupé with BMW ActiveHybrid.
