BMW 323i challenges ‘Benz and Audi

By David Twomey | September 01st, 2009

German importer BMW has moved to shake up the luxury car market, announcing it will bring its in-line, six-cylinder engine to the hotly contested sub-$60,000 sedan segment in Australia.

Renowned for its smoothness, refinement and efficiency, the straight-six BMW 323i sedan will tempt luxury buyers with a starting price of $58,300*, a drop from its previous price of $63,200*.

The 323i sedan offers luxury buyers 140kW of power, which tops similarly priced four-cylinder rivals such as the Audi A4 2.0TFSI with132kW and Mercedes-Benz C200 Kompressor with 135kW.

Equipped with the six-speed manual transmission, which is a no cost option, the BMW 323i sedan is also the quickest to 100km/h among its key price competitors, completing the dash in 7.8 seconds, while the automatic take 8.7sec.

Highlighting the efficiency of its six-cylinder engine, the manual 323i sedan uses 10 per cent less fuel than the manual V6-powered Lexus IS250, with the figures being 8.7 litres versus 9.8 litres.

The automatic 323i sedan sips just 9.1L/100km according to the latest, and stricter, Euro Five emissions standard, which is yet to be introduced into Australia.

BMW’s key rival in this segment, the Mercedes-Benz C-Class, offers a petrol six-cylinder version from $89,500*, while Audi’s six-cylinder petrol A4 starts from $90,900*.

BMW expects the move will appeal to buyers wishing to get behind the wheel of a six-cylinder 3 Series.

Managing director of BMW Group Australia, Stavros Yallouridis, believes the 323i sedan’s alluring appeal will grow thanks to its new market position.

“Australians love the refinement and linear performance of BMW’s in-line six-cylinder engine.

“Now, more customers than ever can treat themselves to the unique driving pleasure of an in-line six-cylinder BMW 3 Series.

“Our customer feedback indicates that introducing a BMW straight-six engine, into what is mainly a four-cylinder market segment, will be very well received,” he said.

Featuring a smooth 140kW, in-line, six-cylinder engine, mated to a six-speed automatic transmission, the BMW 323i Sedan delivers a powerful and responsive driving experience.

Like all BMW six-cylinder power plants, the 323i sedan engine makes extensive use of weight saving materials such as aluminium and magnesium-alloy for the block, while its smooth, responsive character has been lauded internationally.

The engine also includes Valvetronic valve control system with double-VANOS variable valve timing.

BMW says that currently about 30 per cent of customers for the E90 3 Series sedan choose a six-cylinder engine; the remainder split between diesel and petrol four-cylinder engines.

The BMW 323i sedan comes highly equipped with features including new, more sportier looking V-spoke 16-inch allow wheels, leather upholstery, active front headrests, cruise control with brake function, rain sensor, automatic headlight control, CD player, USB interface, Bluetooth and, multi-function sport steering wheel.

Standard equipment also includes through load system with ski bag, partial electric front seats, automatic climate control, front fog lights, rear Park Distance Control, Electronic Stability Control (ESC), six airbags, central locking with remote control, anti-dazzle interior mirror, paddle illumination in the door handles, exit lighting, foot well lights in the rear, ambient interior lighting and chrome line exterior.

In line with the change to the 3 Series Sedan, the 323i Touring will now be priced from $62,500*, down from $67,400*.
*All prices are Manufacturers’ List Price

4:20 All Day

Very smart move by BMW. Great car at a great price.
Tim

^^ Agree, and they finally changed the wheels for the base model. Looks more upmarket, but still too expensive when you look at the features list.
Swagger

Ford Falcon G6E turbo $54,999.

Teflon

Best thing Ford could do is give out free test drives of the G6E Turbo outside BMW & Merc Dealerships. Good heavens its one of the most exhilirating cars I have ever driven, and incredibly comfortable. My only peeve is that I think its a bit too big (althought it drives likes its a full size smaller) – but some people might like the space compared to the cramped German cars.

The Realist

The BMW driver getting out of his car will hop into the rep mobile and be amazed at how cheap and nasty the Ford is.

smokin’R32

Or how comparably fast it is
mike

and don’t forget resale
the BMW will return 60-70% of purchase price in 3 years,the over priced taxi, sorry falcon will return 43-50% if you’re lucky.
the total cost of BMWs & Mercs over the total ownership of the is often lower than the cost of an overpriced facon (or commodore).

Alex

If you want a manual then this would be a great buy. I know that some people have trouble with the way the 3 Series looks, but for the drive it is the class leader.
However, if you are getting an automatic (which, let’s face it, most people will) then you’d be mad not to get a 320d. It’s cheaper, more economical, faster to 100 by almost a second when comparing automatics and it has a handy extra 70nm of torque. All of that and it’s only 10kws down on the 323i.

CA, it would be nice to see a comparison between the 323i and the 320d. I would be quite interested to see what wins.
G6ETURBO

How come the Auto uses more fuel and is slower then manual?
Is it the ZF unit? or BMW stoped using them??
Maybe BMW can send a team of engineers to Gov MotorCo down under so they lear how to tune six speed autos to 6 cylinder engines…

Devil666

Ah G6E, you, nor anyone else, has sampled a Holden 6 speed auto mated to a 6 cylinder car. Bit early to dump on them eh?

Keep the fan boy-ism down this early in the day ok?

Toxic_Horse

140 Kw is a bit weak for a 6 imo.
I mean even a base falcon gives 190 Kw or somthing like that.

The Realist

It’s the same engine as in the 325i – detuned.

ManualsOnly

Nice that BMW offers a manual, but as a NCO ! Does this mean that everyone you has ever bought an auto over the last 30/40 years, and had to pay an extra $2-3000, is being ripped off? At least Mercedes has the decency to give a $3000 price reduction when you order a manual (when its available and if you ask nicely !). Why doesn’t CA hold these car companies to task when these supposedly performance based car companies forget their heritage. Like Jeremey Clarkson says ‘You know you have become old when you order a car with an auto’ !!
Martin

Toxic_Horse, Falcon is a 4.0L of course its going to have more power per cylinder. The 323i is only a mere 2.5L.

Swagger, Get real.

Devil666

True, but the 3.0 SIDI gets 190kw and thats only 500cc bigger, not 1500cc.

I 2nd your motion to Swagger
Devon

I guess it goes to show how much bang for your buck you get with the local cars. I also cant belive that a little manual Lexus IS250 uses almost as much fuel as the big auto Falcon and half a litre more than the new auto Commodore.

Evan

Hi Devon,

The auto version of IS250 is using 9.1 l/100 km (according to ADR). So it is much more efficient and plus what you have to consider is real world fuel consumption (not the one displayed on the Trip Computer).

I have compared my IS 250 Sport with my friends 320i.
In normal driving scenario (not econo drive) my IS is constantly getting 8.5l – 8.7l/100km on Premium Unleaded (95 RON).
While my friends BMW is constantly getting 10.5l – 11 l/100 km and this is using BP ultimate (98 RON).

So what they have in their brochure is not necessarily correct in the real life. For example have a read CA’s review on IS 250 sport in http://www.caradvice.com.au/2448/2006-lexus-is250-sports-road-test/.

Paul managed only 10.2 l /100km on full throttle and that is using the manual IS 250 Sport which “officially” has 9.8 l/ 100 km fuel consumption rating.

Swagger

$7,500 is pretty real,so’s 130kw’s more power and around 200nm more of torque.

Frank

I will admit any of these 3 vehicles would likely not disappoint. The Merc is the black sheep of the bunch and I mean that in a good way in that it is probably one of the best in this group, but would probably not be the first choice for most.

The GFC may just well have been a good thing in that it might just produce some pretty awesome product with more attainable prices. We will see…
Camski

Isn’t the 323i the “detuned” 2.5L once found in the 325i?
Similar story with the 523i and 525i.
BMW’s secret, don’t tell your customer’s that.

Oh and what wasn’t mentioned (although it makes little difference) is the 153KW that the IS250 puts out… [Granted it needs it to move it's bulk]
And you wonder why it uses more fuel. Apples to apples people, bring back the 325i BMW, price it at 58K like it should be (and bring back the E46 line of engines, I miss the deep rumble/hum of the good ol’ 6′s – Eat your heart out 335i, direct injection = no no for sound).
Carfanatic

Teflon stop being a retard, the article is about BMW and it’s immediate rivals, not big Aussie built family cars. I agree with 4:20 all day, very smart moves. As for Mercedes Benz, they aren’t exactly the most reliable premium german car, BMW is a better product. Hell Mercedes even admitted it not so long ago, although they are taking steps to improve the brand.

And can we stop bigging up the new SIDI V6 iin a BMW article? Big deal it has 190 kw from 3.0, Honda has a 2.0 four cylinder with 147KW, but no one is crowing about that.
Shak

If you hadnt realised carfanatic Holden also have a 2.0 four cylinder with 147 in the Astra SRi. Honda also quotes that power output in the S2000 which is no longer built at a heady 7800rpm. And why shouldnt we congratualate our locals. Hes not saying their better but just saying that the euor constabtly trumpet about power and efficiency when in reality us humble aussies can offer much more bang for your buck in our local cars.
Teflon

Carfagatic, some people might consider the rear wheel drive 6 cylinder $54,000 Falcon G6ET a rival to a rear wheel drive 6 cylinder $58,000 BMW. People often shop potential cars with a price-range in mind, not often with a tape measure in mind. I also think that the language you use is offensive, especially for a public forum.

People are also justifiably bringing up the Holden SIDI V6 from the Commodore cheap fleet models as it shows what we can expect nowadays from an engine, its 190kw is a lot more than the 140kw from the supposedly \’advanced\’ BMW 6 cylinder engine. Although Im sure for most buyers of this type of car 140kw is more than enough for pottering around.

The Realist

Just wondering if the G6ET’s doors still shut like a cheap and nasty clang? I thought it was a “luxury” car?

The Realist

I actually don’t agree with the pricing – soon we’ll see 323is with the M sport kit running around. However it’ll show how overpriced VWs sorry Audis FWD offerings are.

Alex

Realist, the only Audis that don’t have Quattro have such small engines that you’d never see the benefits of rear wheel drive anyway. Audi’s are hardly “sorry offerings”.
And what exactly is wrong with seeing 323i’s with M Sport Packages going around everywhere? At least the 323i is an excellent car, the infuriating one to see is the 320i.

The Realist

Option up an Audi against a BMW these days and you’ll find Audis are actually more expensive.

Pricing the 323i at such a level means resales on existing 320i’s and 323i’s will plummet.

Shak

Realist what do you have against Audi. They have the best interiors in the world, and some pretty nifty engine choices to boot. Also if you compare equivalent models from each german marque the Audi almost always comes up cheaper.

The Realist

Audis also make some very expensive FWD cars. And they also share numerous platforms, too many to be considered in the same class as BMW and MB. And they have been notorious for discounting in the past…

And check the option pricing – more expensive than BMW these days!

I am partial to the S5 though – sexy car!
mike

Shak
the problem with Audis is that all ‘their’ technology is available in much cheaper VWs, or even cheaper Skodas or still cheaper Seats. There is nothing exclusive in buying an Audi. They simply don’t have the class of a BMW or Merc.
And even Lexus does a better job of maketing its toyota technology in that price range.

Vdawg

Good move by BMW, it probably makes the 323i the best bang for your buck like in the old E36 series. Personally I’d like to see them drop the 325i now and slot the 330i or 328i model (US only atm) below the 335i. I would totally take the 3 litre nat atmo I6 over the twin turbo if it was priced below $90k.

Also the people saying Falcodores are better value need to realise in economic terms value is subjective and thus can only be determined by the car buyer.
People who buy the euros obviously feel they offer more eg. luxury, comfort, quality, badge cred, sound,features, looks, exclusivity.
whatefa

I’d personally be looking hard at a Maxima with all the fruit…but that’s just me and i’m not hung up on over priced euro badge ‘cred’
Tomas79

That’s a good news, but at this price point i’d get the AWD Skoda Superb Elegance!!
Mark Greenburg

Of course the real reason for the price reduction is that import duties drop in 2010 from 10% down to 5%. On a $60,000 car, this equates to a savings of nearly $3,000. Also, remember that out of that $5,000 reduction, 33% (or $1650) of it is luxury tax. So BMW is not losing any money or profit from this price reduction (the government are! . It’s nice to finally see a manufacturer (and a luxury one at that) pass on the savings to the customer. What’s even more remarkable is that the 323i has had several price drops already. In 2007, the automatic 323i cost $67,600. In 2008, it dropped to $65,450, and then, when BMW made automatic standard across the 3-series range, the auto became available for $63,200 (the same price as the manual). So the 323i is now $9300 less than it was 2 years ago!!
Toxic_Horse

I never said a falcon was better value, I simply said it’s 6 cylinder engine produces 190Kw’s and that 140kw’s seems a bit weak for a car of twice the cost.
Carfanatic

Yes Shak, the rebadged Opel Astra does have a 147KW 2.0 engine, but they had to slap a turbo on it to get that kind of power. I was comparing naturally aspirated to naturally Aspirated.

Teflon said: some people might consider the rear wheel drive 6 cylinder $54,000 Falcon G6ET a rival to a rear wheel drive 6 cylinder $58,000 BMW. People often shop potential cars with a price-range in mind,

Some people might, but most know what they want and wouldn’t look at at a lesser product for similar money. Most people actually have an idea of brand and will shop immediate rivals, I work in the industry and see it all the time.
ssbob

140kw from 2.5 litres is weaker than 190kw out of 4?

G6E is more a poor mans C-class. BMW more shares character with Calais.
Chucky

So now BMW drops the 323i’s price to a more realistic level compared to its competitors. I guess it finally occured to them that people would rather get a C Class or A4 with a semi decent engine rather than buying a gutless 320i with an engine you would expect to find in a $20k car. And now they have to mislead people by comparing the 323i to the expensive V6 models of their competitors, when their 4 cylinder models are about as powerful as the 323i.

Now all they need to do is reduce the price of the 325i, because paying almost $18,000 more for the same engine with an extra 20kW of power is ridiculous.
Steve-Poyza

You’re comment makes no sense. They have always had 6 and 8-cylinder cars. They are just lowering the price of the 6-cylinder 3-series. Anyway, the German engine are way more advanced than anything we have in Australia.

Also, are you sure the only one to buy in this group is the Benz? A 6-cylinder C-class requires you to fork out an extra $30,000. Unless you mean you’d rather have a 1.8 litre supercharged Benz for the same money. I’d much rather take the Beemer thanks…
BBK

Benz every time? Have you actually driven one in the last few years? The quality is not there anymore, and the resale sucks big time compared to BMW.

If you want to look like you have money, and don’t care about driving, buy a Merc.
Frank

There are aspects about Mercedes I would agree with you on – one cannot say everything Mercedes makes or ever made has got it, I mean come on, look at the A- Class – that car is a joke and don’t even get me started with their association to the Dumb I mean Smart (oxymoron) car.

On the flip side however I think the newly designed C-Class is about as good an effort as one can get from Mercedes. Sure you get Leathette seats and some other minimalist options on the base models, but overall it is a solid platform for Mercedes. They have done an excellent job to get this ‘C’ back into the game.