A Damn Good Question They've Been Trying To Answer For 4 Decades

After 40 years, BMW's 3 series rules a tougher league

Changing market pose serious challenges

The question is whether BMW can maintain the 3 series' performance aura in a market demanding more luxury, connectivity, semiautonomous driving technology and increased fuel economy.

BMW can't afford not to.

The 3 series accounts for about 25 percent of BMW sales worldwide, the automaker says. In the United States, 501,569 luxury compact cars were sold last year, and the 3 series (and its spinoff 4 series) accounted for nearly 28 percent of those sales -- a percentage BMW has maintained seven out of the last 10 years.

Dealers testify to the nameplate's market strength.

"I've had repeat buyers over and over again. Over the years, the 3 series has evolved, and the technology has evolved, but they have not rested on their laurels," says Joe Laham, owner of BMW of Cape Cod in Massachusetts.

Laham, who sells 10 other brands including Audi and Volvo, says rivals have a hard time conquesting 3-series buyers.

"Everybody has tried to benchmark it," he says. "I do value my partners, but it is tough to compete with the legend."

(AutoNews.com)