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BMW Celebrates 50 Years: The Launch Of The First 3 Series In The US Market
BMW of North America assumed control of sales and distribution from Max Hoffman on March 15, 1975. At that time, the BMW 2002 had been a staple in the US market for over seven years. Known for its nimble handling and high-revving engine, the 2002 played a pivotal role in establishing the US as BMW's largest export market globally.
Even popular cars like the 2002 eventually become outdated. Its design was completed in 1965, and by the mid-1970s, it appeared old-fashioned. Although it was supposed to be replaced in 1974, its successor—a two-door hatchback—was rejected by BMW's sales team led by Bob Lutz. Consequently, the 2002 received updates like rectangular taillights and larger bumpers to comply with new Federal regulations.
In August 1976, BMW introduced the first 3 Series, internally known as the E21. Designed by Paul Bracq, it featured modern styling while retaining familiar mechanical components. The US market received only one model: the 320i. This car was equipped with a fuel-injected 2.0-liter M10 four-cylinder engine from the previous 2002 tii model.
The introduction of stricter US emissions standards affected performance. The engine now produced only 110 horsepower and 112 pound-feet of torque compared to the previous output of 130 horsepower and pound-feet from the same engine in the 2002 tii. This posed a challenge for attracting performance-focused customers looking to upgrade from their older models.
Tom McGurn, BMW of North America's public relations manager, devised a plan to engage enthusiasts. As the launch of the 320i approached, he invited members of the BMW Automobile Club of America (ACA) to be among the first to drive these new cars in Carefree, Arizona. "We had to get miles on the cars," McGurn explained.
In November 1976, twelve new 3 Series vehicles embarked on a journey from Los Angeles with ACA members at the wheel. Many brought along spouses or friends as passengers. Their spirited driving caught the attention of California Highway Patrol officers who issued speeding tickets to several drivers near Thermal.
Positive Reception Despite Challenges
Despite this hiccup, club members were thrilled with their experience. "Club members were ecstatic," McGurn noted. Although there was some constructive criticism about certain aspects of the car, overall feedback was positive. In Arizona, journalists who had previously praised the BMW 2002 also tested these new models.
Car and Driver editor David E. Davis Jr., returning to journalism after working in advertising, appreciated many aspects of this vehicle but noted handling quirks under hard cornering that were later addressed with improvements in subsequent models like better-equipped versions such as those found within later iterations including ones labeled as '320iS'.
A New Era for BMW
The buying public responded well too; while some loyalists stuck with their beloved older models lamenting absence six-cylinder options available Europe such as '323i', broader audience embraced modern styling offered by '320i'. This helped set new sales records annually between years spanning from '76 through '83.
The sleek design attracted Young Urban Professionals (Yuppies), making BMW highly desirable among this influential demographic group during that era—a trend which would later prove problematic but initially contributed significantly towards brand success within North American markets during late seventies into early eighties period.
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