By the point BMW of North America formally took the reins from Max Hoffman on March 15, 1975, the 2002 had already spent greater than seven years successful over American drivers. With its sharp dealing with and rev-happy four-cylinder, it had constructed BMW a passionate U.S. following and performed a pivotal function in making America the model’s largest export market worldwide.
However even icons have an expiration date, and the 2002 was beginning to present its age. Designed in 1965, it appeared downright old-school by the mid-’70s. BMW had initially deliberate to interchange it for the 1974 mannequin 12 months, however the meant successor—a two-door hatchback—was shot down by the gross sales and advertising and marketing staff, led by none aside from Bob Lutz. So, whereas BMW’s designers scrambled to rethink the brand new mannequin, the 2002 soldiered on with a couple of updates: rectangular taillights, outsized U.S.-mandated bumpers, and emissions tweaks to maintain it compliant by way of 1976.
That August, the wait was lastly over. Enter the E21, the first-ever 3 Sequence. Designed by Paul Bracq, it had a contemporary, forward-looking form however carried over a lot of the 2002’s mechanical DNA. For American patrons, BMW supplied only one model: the 320i, powered by the identical fuel-injected 2.0-liter M10 engine because the previous 2002 tii. It got here with both a four-speed Getrag guide or a three-speed ZF computerized.
However there was a catch. Stricter U.S. emissions regs meant the as soon as punchy M10 had misplaced a few of its chew. The 2002 tii had cranked out 130 horsepower and 130 lb-ft of torque, however within the 320i, these numbers dropped to 110 and 112, respectively. That wasn’t precisely music to the ears of performance-hungry 2002 homeowners searching for an improve.
BMW of North America’s PR supervisor, Tom McGurn, knew he needed to win over the model’s loyal fanbase. His plan? Allow them to get an early style of the brand new automotive. Because the press launch approached, McGurn invited members of the BMW Car Membership of America (ACA) to drive the primary U.S.-bound 320i fashions from Los Angeles to Carefree, Arizona, the place journalists would later put them by way of their paces.
“We needed to get the automobiles there anyway, so why not let actual fans rack up the miles?” McGurn defined. “It price about the identical as trucking them, and we’d get precious suggestions. Possibly, simply possibly, they’d begin to heat as much as the automotive.”
And heat up they did—although not with out a little drama alongside the way in which. In November 1976, a convoy of ACA members set out from L.A., pushing their new rides with the identical enthusiasm they’d for his or her beloved 2002s. Their spirited tempo didn’t go unnoticed. “A complete phalanx of us bought pulled over and handed California Efficiency Awards—often known as rushing tickets,” laughed membership member Roger Scilley. One other driver, Wayne Wundram, recalled, “I believe seven of us bought stopped unexpectedly close to Thermal!”
Regardless of the run-in with the CHP, the 320i made a powerful impression. “The membership members have been thrilled,” McGurn stated. “Positive, there was some nitpicking, however it was constructive. General, they got here away impressed.”
As soon as in Arizona, the automobiles fell into the palms of the journalists who had helped make the 2002 a legend—together with Automobile and Driver’s David E. Davis Jr., freshly again within the writing recreation after a stint in promoting. Davis preferred what he noticed, although he and different keen-eyed drivers famous the 320i’s tendency to raise the inside-rear wheel in arduous corners—a problem that BMW would later handle with the sportier 320iS.
“There was a number of nostalgia for the 2002, even from individuals who had by no means truly owned one,” McGurn admitted. “However after a protracted drive, they got here again satisfied. It was enjoyable, it felt like a BMW, and it delivered on the Final Driving Machine promise. The fanatic magazines gave it robust evaluations.”
The shopping for public agreed. Whereas some die-hard BMW followers caught with their well-sorted 2002s—particularly lamenting the absence of Europe’s six-cylinder 323i—the 320i discovered an excellent greater viewers. It turned the automotive of alternative for the rising Younger City Skilled crowd—the Yuppies—who turned BMW into the last word standing image. That affiliation would change into a double-edged sword within the coming years, however for the second, BMW had solidified its place because the go-to model for bold, style-conscious drivers.
From a scrappy underdog with a cult following to an automotive powerhouse, BMW’s American success story was properly underway—and the E21 had set the stage for every part that adopted.
