The child of the rich: why the BMW 3 Series became the HB20 of the rich – 06/08/2022

The child of the rich: why the BMW 3 Series became the HB20 of the rich – 06/08/2022


The Hyundai HB20 is the best-selling passenger car in the 2022 lineup, something that made it a favorite among affordable and classic car buyers. But there are high-end models that experience the same situation, such as the BMW 3 Series. The sedan is the leader in its segment and even exceeds the sales of the X1 in the country. There are several reasons why it outsells its rivals put together.

Let’s go to the numbers. There were 2,250 units of the 320i, the most important version, while the 330e closed 245 cars a year. This gives 2,495 good cars through July, according to data from Fenabrave.

To give you an idea, Mercedes-Benz sold 634 units of the C-Class. It is true that the star brand still has the CLA on the side, however the model is smaller and more focused on competing with the BMW 2 Series Gran. Coupe. The difference is even greater in relation to the Audi A4, a sedan that had only 79 sales in 2022.

The first step is the price. The best-selling version of the Series 3 is the 320i, a model that starts at R$289,950 and goes up to R$338,950. It’s far from a bargain, but its most expensive configuration is still under R$348,900 for the Mercedes-Benz C200 21/22. Do you want 22/22? Prepare to spend BRL 378,900, almost the asking price of the 330e, a plug-in hybrid that costs BRL 377,950.

The impression is that the 3 Series repeated the phenomenon seen among midsize sedans, a segment that the Toyota Corolla dominated until Honda abandoned the national Civic. There is still the Cruze, which will be the C-Class of the premium sport sedan.

Historically, the BMW 3 Series has focused on driving pleasure since its first generation, in 1975. There have been seven generations so far, but this fun behavior has been imitated to some extent by Audi and, in particular, Mercedes-Benz, which followed the compact. sedan catalyst (by old standards) and 190, from 1982, the model that changed to C-Class.

However, it is rationality that dominates during production. The 320i is the only one in its class that is produced in Brazil. The Araquari factory, in Santa Catarina, can meet the needs of concessionaires and consumers faster than one of its rivals, given that they decide to import batches.

The 3 Series update will be released in September, for example, and no one will be given a breather in the current business announcement. “There will be no gap, the idea is to reduce the production of the current version and the model that will come soon”, explains Michele Menchini, Business Director of BMW Brazil.

It is a strategy followed by Mercedes-Benz at the Iracemápolis plant, in São Paulo, a unit that was closed in 2020 and later sold to the Chinese company Great Wall. The C-Class and GLA, the SUV that competes with the X1, were developed in-house – this BMW strategy is also valid for providing volume for consumption.

Having a good amount of cars on hand and ready for distribution is more than just cards in your hand, it’s almost the whole deck. And it’s also possible to get a better price using nationalized content – something Audi can’t use in the Q3 and Q3 Sportback assembled in São José dos Pinhais, Paraná.

New BMW 3 Series Coming Soon

Photo: BMW/Disclosure

“Having a factory in Brazil is a strategic difference that also helps to explain the success of the 320i, because we have a lot of flexibility and we adapt to the needs of our customers. cars according to the needs. And this also brings security to the customer because the car is produced locally “, emphasizes Michele.

Perhaps members of the past turned up their noses at a luxury car made in Brazil, after all, it was a big deal to claim they had one imported. Time has gone.

Leaving the most reasonable, there are signs that the brand does not disappoint: the rear-wheel drive (there are those of all wheels, but the power is sent more strongly to the rear axle), the balance of weight between the axles and, of course, the engines with strength.

The 320i has a 2.0-liter turbo with 184 hp and 30.6 kgfm, while the 330e hybrid churns out 292 hp and 42.8 kgfm, as well as running up to 66 kilometers on electric power alone. It’s worth clarifying that only the 320i is made in Brazil. Who knows what hybrids will be developed here in the future?

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