Payne: BMW 3-series wants its crown back

Posted by Talbot Payne on June 13, 2019

The 2019 BMW 330i sedan's sport coupe roof, long hood, and short overhangs telegraph its rear-wheel-drive, longitudinal engine. The 330i adds AWD for Michigan winters.

Socialism is all the rage these days among Washington elites, but lucky for them their new BMW 3-series was born in the boiling shark tank of capitalism.

Long the alpha shark in the compact-luxury segment, the last-generation 3 got a little, um, fat. And boy, did the product managers in Munich get an earful from the market.

New Coke never had it this hard.

Media outlets ripped BMW for going soft. Car and Driver dropped the 3-series from its Top 10 list for the first time in memory. Sales dropped. Enthusiasts started to talk openly of the Alfa Giulia and Cadillac ATS as the new standards for class-handling. The competitive pressures weren’t just athletic complaints, either.

Mercedes’ luscious interiors were turning heads away from BMW. Tesla’s sci-fi Model 3 was shaming the class with Silicon Valley technology. Mainstream upstarts like the Mazda 6 were offering athletic value for $20,000 cheaper. And then there’s the market flip to premium sport-utes.

Well. Market reaction duly noted.

The seventh-generation 2019 BMW 3-series bears a familiar silhouette and kidney grille but is otherwise a comprehensive remake to re-establish its iconic self as King of the Hill. It mostly succeeds.

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