The 3-series has maintained an edge on competitors when it comes to carbon emissions. And it's great fun to drive, writes Michael McAleer,motoring editor
IT MAY seem premature to identify icons of the boom years, but if the breakfast roll is a symbol of the building boom, BMW's 3-Series is the chariot of choice for the financial services sector. For every luminous-bibbed builder on site, there was a blue-shirted young trader parked in the IFSC in his 3-Series. That perhaps was the root of recent animosity towards the BMW badge, perceived as attracting arrogant owners.
It wasn't the brand that was at fault, but rather the brash success of its owners. While the Mercedes star was followed by an older generation, BMW's blue and white propellers caught the mood of those who rarely encountered red figures on their trading screens. That's despite the fact the 3-Series has been around for 33 years; the same age as many of its IFSC owners.
For a car firm, such associations can prove lucrative and that has certainly been the case for the Bavarian brand. Not only have its stalwart models done well, but an expanding model line-up that seemed to stretch the brand's premium identity was welcomed by the public, against all pundit expectations.
Now, as the industry starts to feel the full effects of a collapse in consumer confidence, with many former highrolling managers cutting back on their morning lattes, never mind opting for a new car, you might expect the credit crunch to mark the end of the 3-Series era. Think again.
BMW's executives may not have foreseen the global economic crisis, and they might have missed out on the early sales charge of hybrid models in the US by brands such as Lexus, but they spotted the arrival of the carbon emissions crusade.
Under the catchy title of EfficientDynamics, it has not only worked to reduce simple engine emissions but has tweaked nearly every other element of its car range to save a gram here or a milligram there. The end result is a carbon footprint that leaves many rivals red-faced.
While it's unlikely the premium car brand - valued at €12 billion even in these chastened times - kicked its carbon cutting programme into operation to placate John Gormley's emissions targets or qualify for lower Irish tax bands, the end result couldn't have worked out better for Irish buyers if the current carbon-based tax regime for cars was written in Munich.
For the motorist, most of the minor tweaks making their way into everyday BMW models will be missed. Their only real encounter with them is in slightly better fuel consumption and the fact that they'll be among the few people content to pay their motor tax.
One noticeable change, present in this facelifted 3-Series, is the increasing use of stop-start technology. This system cuts out the engine when the car is in neutral and stopped for a time at traffic lights or the like. Once the clutch is engaged again the engine kicks into life. It's not going to singlehandedly save the planet and fuel savings vary greatly depending on traffic and location, but as it reduces exhaust fumes from idling cars then it's for everyone's benefit.
Most midlife nips-and-tucks simply feature a new set of headlights, but BMW had to be a little more radical in its revamp. While it has been the benchmark model in its market segment for several years, Mercedes has recently revamped its C-Class to dramatically close the gap, while the new Audi A4 has exceeded all expectations in terms of build quality and ability. Where once the Bavarians had free reign, this market has now become a battle royale.
So has the new 3-Series held its title? Well, in terms of exterior design, that's always going to be a personal choice.
While most of the bodywork has been carried over from the outgoing version, the look has improved, most obviously in the new ridged bonnet. It hints at a link to a fantastic concept car built by BMW Group's chief designer Chris Bangle some years back. The Gina concept is a cloth-covered sports car, where hard-wearing cloth material covers moveable bulging struts and arms that can change the car's shape. It's all a bit muscular Meccano but it works.
Inside and a new improved i-Drive control system has been introduced. BMW came in for criticism when it first launched the menu-based electronic swivel-and-click control system several years ago. The system was just too complicated and drivers were not prepared to spend time learning it.
However, with typical German determination - and a degree of engineering arrogance - the firm stuck to its guns. Sure enough, the market followed.
This latest incarnation accepts that some things work better with a button and, along with the usual dashboard controls for radio and the like, there's a nest of buttons surrounding the iDrive control that allow you to immediately call up functions like telephone, Sat-Nav and radio.
Otherwise, the interior has been left largely unchanged, with the same clean - but nicely positioned - controls. The options list on our test car was raided to the tune of €10,000, but the standard features are not too spartan, with functions like cruise control and rear parking sensors fitted on all.
Buyers, of course, want more than green credentials and gadgetry. The 3-Series earned its reputation for driver appeal. The car needs to be fun to drive. We've recently been wowed by both of its German rivals, in particular the Audi. The build quality and driving behaviour won us over from a long-held loyalty to the 3-Series range.
After a week with the Bavarian, our faith is restored. On motorway stretches it eats away at the miles like every other premium car. Yet a few minutes on a twisting road with even this four-cylinder petrol engine underfoot and you start to encounter the allure of the 3-Series.
It's great fun to drive. The simplest way to describe its appeal is balance. You put the car into a corner and it holds its line. You smile, take the next bend, braking that little bit less. Again it holds your direction without the slightest complaint. It even fools you into thinking that it's your driving ability, rather than the car's engineering, that's the cause of such tight lines.
The fun comes at a cost, with a firm suspension that is jarring at slower speeds on poor surfaces. For the driver it's forgivable, but for passengers it's no fun.
A few revisions to the engine range would suggest that, while this 2-litre petrol will remain popular with many Irish buyers, it's hard to overlook the diesel offerings. With its punchy low-end torque and a 123g/km emissions level that means just 16 per cent VRT and €150 a year motor tax, the likes of the 318d seem too good to pass up. For even more punch, the 320d with 174bhp but just 128g/km seems a no-brainer.
There is no doubt the next generation 3-Series will need a significant revamp if it wants to reign supreme in this lucrative market segment. Issues like extra rear legroom and better interior plastics need to be addressed. Though we are loathe to suggest it, a slight compromise in suspension settings to improve ride quality for passengers may be in order as well. That's for later.
For now we have a minor facelift on a firm driver favourite. A new era may have dawned in Ireland and its previous crop of young tycoons may be tightening their belts, but this 30-something remains on top form.
Factfile
Engine: 1995cc four-cylinder petrol engine putting out 141bhp @ 6,000rpm and 190Nm of torque from 4,250rpm
0-100km/h: 9.1 seconds
Max speed: 210km/h
Consumption: 5.9L/100km (47.9mpg)
Specification: six airbags; ABS with EBD; Dynamic Stability Control (ESC); radio and single CD slot; air-con; leather steering wheel; cruise control; front foglights; rear parking sensors; car alarm. Additions include: leather (€2,256.87); Xenon headlights (€1,210.34); high-beam assist (€191.11); sports steering wheel (€127,40)
L/100km (MPG):urban: 7.9 (35.8); extra-urban: 4.8 (58.9); combined: 5.9 (47.9)
CO2 emissions: 142 g/km
Tax: VRT - 20 per cent; motor tax - €290 (€302 from Jan 1st)
Price: €40,730