THE SWEET SPOT
BMW 323i. Reviewed by Justin Ong. Feb 09
When people think of BMW, the car that almost inevitably comes to mind is the 3 Series.
Whereas many cars in its history have come to define the world's leading premium
automobile manufacturer, it continues to be the 3 Series compact executive that
represents and, indeed, sustains it.
It's hardly surprising when you consider that the 3 Series is the most populous member of
BMW's model range. This, in turn, is courtesy of the efforts of the entry-level 318i/320i in
bringing a taste of BMW to the masses.
Yet despite however significant a contribution that the basement 3 Series has made to the
success of BMW, you cannot help but be critical of it. There has always been a taint of
crass commercialisation about the four-cylinder models that is difficult to wash with.
BMW, on the other hand, argue that things like the 320i share the same essence of the
brand with the rest of its stable mates and that you can have as much enjoyment from it as
any other. Well, yes, you could also drink champagne from paper cups but, really, why
would you?
Because buying the flutes would have cost almost as much as the champagne.
While the company has strived to make the 320i affordable, the next step up the ladder
was a huge jump away (in Malaysia, at least). Picking the entry level model sets you back a
nice RM238,000 but opting for the next model up, the 325i, means taking a whopping
RM70,000 hit. For many, it was simply too much to justify.
With the facelift of the E90, BMW Malaysia have brought back one of the most distinctive
badges in the 3 Series range – the 323i. And as it has been since the 90s, the car doesn't
sport a 2.3-litre engine as its name suggests but instead shares a 2.5-litre motor with the
325i, albeit in a lesser state of tune.
{gallery}2009/feb/323/1{/gallery}
The inline-six fitted here is capable of 190bhp – a nice increase from the days when the
same engine used to produce 177bhp – and is not much shy of the 218bhp that the
costlier 325i produces. Torque is even closer, with 230Nm available here versus 250Nm
that the better tuned engine generates.
Yet the engine is only the tip of the iceberg. As nice as it is to be able to have to have
30bhp more over the 320i at your disposal, it is the everything else that comes with the car
that justifies the extra outlay that BMW demands for the privilege of driving this home.
Stepping into the interior of the 323i is such a stark contrast from the base model that you
cannot help but question if they are even related. In place of the reedy wheel, you get a
nice meaty steering. Where there is nothing but a blank space on the 320i sits a gorgeous
8” TFT display. When there is little to do in the cheaper car besides digging your nose,
you can now amuse yourself by trying to figure out iDrive.
From the 323i up, you finally get a sense of premium done right. You don't need BMW
pointing out that expensive materials have been used because you can at last see and
feel them for yourself. The facelift, especially, is starting to take the 3 Series up one level
in terms of quality and refinement.
Maybe the existence of the 1 Series to continue as the driving performance standard
bearer has allowed the 3 Series designers to introduce a more pronounced emphasis on
refinement and luxury because more than anything, these are the two facets that stand out
most. Cruising on the highway, this feels as good as anything the E39 could manage in its
heydays.
Not to worry, however, the 3 Series hasn't gone soft. It still drives at least as well as it did
before the facelift, even if it isn't better by the magnitude that you would expect from
exploring the changes they implemented in terms of chassis development. Perhaps they
were meant to accommodate the now more accommodating ride.
One issue that I should point out is that the 323i does not include the Active Front Steering
system, but while that is no bad thing in and of itself, BMW's decision to make the steering
assist weak means that steering effort especially in city driving can be considerable. A
feelsome steering needn't be chest-thumpingly heavy; this is a clear mistake.
Previously, it was always difficult to recommend the 325i to anyone looking to buy into the
world of BMW. No one will argue with the fact that it was better but similarly, few in their
right minds saw the value in it; it was one for snobs and enthusiast owners.
Since they've introduced the 323i, however, the pricing gap has narrowed to the point that
it has become false economy to plonk for the cheaper but poor-in-value 320i instead. With
the 320i, you are buying a BMW badge; with the 323i, you are buying a BMW.
FACTBOX
Model: BMW 323i
Engine: 2497cc Inline-six petrol
Power/Torque: 190bhp/230Nm
Transmission: 6-speed automatic
0 – 100km/h: 8.7-seconds
Top speed: 231km/h
Price: RM275,800
It's:
• A lot more than just the engine
• Premium done right
• Still the class benchmark in handling
It's not:
• That much more than the 320i
• Nearly as fast as the 325i
• Going to be bullied by A4 owners
You should buy it:
• If you're already looking at the 320i or any other premium compact executive
You should not buy it:
• If all you can afford is the 320i, in which case you shouldn't be buying that either.
BMW 323i. Reviewed by Justin Ong. Feb 09
When people think of BMW, the car that almost inevitably comes to mind is the 3 Series.
Whereas many cars in its history have come to define the world's leading premium
automobile manufacturer, it continues to be the 3 Series compact executive that
represents and, indeed, sustains it.
It's hardly surprising when you consider that the 3 Series is the most populous member of
BMW's model range. This, in turn, is courtesy of the efforts of the entry-level 318i/320i in
bringing a taste of BMW to the masses.
Yet despite however significant a contribution that the basement 3 Series has made to the
success of BMW, you cannot help but be critical of it. There has always been a taint of
crass commercialisation about the four-cylinder models that is difficult to wash with.
BMW, on the other hand, argue that things like the 320i share the same essence of the
brand with the rest of its stable mates and that you can have as much enjoyment from it as
any other. Well, yes, you could also drink champagne from paper cups but, really, why
would you?
Because buying the flutes would have cost almost as much as the champagne.
While the company has strived to make the 320i affordable, the next step up the ladder
was a huge jump away (in Malaysia, at least). Picking the entry level model sets you back a
nice RM238,000 but opting for the next model up, the 325i, means taking a whopping
RM70,000 hit. For many, it was simply too much to justify.
With the facelift of the E90, BMW Malaysia have brought back one of the most distinctive
badges in the 3 Series range – the 323i. And as it has been since the 90s, the car doesn't
sport a 2.3-litre engine as its name suggests but instead shares a 2.5-litre motor with the
325i, albeit in a lesser state of tune.
{gallery}2009/feb/323/1{/gallery}
The inline-six fitted here is capable of 190bhp – a nice increase from the days when the
same engine used to produce 177bhp – and is not much shy of the 218bhp that the
costlier 325i produces. Torque is even closer, with 230Nm available here versus 250Nm
that the better tuned engine generates.
Yet the engine is only the tip of the iceberg. As nice as it is to be able to have to have
30bhp more over the 320i at your disposal, it is the everything else that comes with the car
that justifies the extra outlay that BMW demands for the privilege of driving this home.
Stepping into the interior of the 323i is such a stark contrast from the base model that you
cannot help but question if they are even related. In place of the reedy wheel, you get a
nice meaty steering. Where there is nothing but a blank space on the 320i sits a gorgeous
8” TFT display. When there is little to do in the cheaper car besides digging your nose,
you can now amuse yourself by trying to figure out iDrive.
From the 323i up, you finally get a sense of premium done right. You don't need BMW
pointing out that expensive materials have been used because you can at last see and
feel them for yourself. The facelift, especially, is starting to take the 3 Series up one level
in terms of quality and refinement.
Maybe the existence of the 1 Series to continue as the driving performance standard
bearer has allowed the 3 Series designers to introduce a more pronounced emphasis on
refinement and luxury because more than anything, these are the two facets that stand out
most. Cruising on the highway, this feels as good as anything the E39 could manage in its
heydays.
Not to worry, however, the 3 Series hasn't gone soft. It still drives at least as well as it did
before the facelift, even if it isn't better by the magnitude that you would expect from
exploring the changes they implemented in terms of chassis development. Perhaps they
were meant to accommodate the now more accommodating ride.
One issue that I should point out is that the 323i does not include the Active Front Steering
system, but while that is no bad thing in and of itself, BMW's decision to make the steering
assist weak means that steering effort especially in city driving can be considerable. A
feelsome steering needn't be chest-thumpingly heavy; this is a clear mistake.
Previously, it was always difficult to recommend the 325i to anyone looking to buy into the
world of BMW. No one will argue with the fact that it was better but similarly, few in their
right minds saw the value in it; it was one for snobs and enthusiast owners.
Since they've introduced the 323i, however, the pricing gap has narrowed to the point that
it has become false economy to plonk for the cheaper but poor-in-value 320i instead. With
the 320i, you are buying a BMW badge; with the 323i, you are buying a BMW.
FACTBOX
Model: BMW 323i
Engine: 2497cc Inline-six petrol
Power/Torque: 190bhp/230Nm
Transmission: 6-speed automatic
0 – 100km/h: 8.7-seconds
Top speed: 231km/h
Price: RM275,800
It's:
• A lot more than just the engine
• Premium done right
• Still the class benchmark in handling
It's not:
• That much more than the 320i
• Nearly as fast as the 325i
• Going to be bullied by A4 owners
You should buy it:
• If you're already looking at the 320i or any other premium compact executive
You should not buy it:
• If all you can afford is the 320i, in which case you shouldn't be buying that either.
A NICE 3
Mel's 2-sens' worth
I had never thought highly of the 3 Series, as represented by the
4-cylinder models. (It does not help that BMW always only make
available the top-end versions, like the 330i, at the international
media events.) The 318i and the 320i always felt like they were
underwhelming the chassis, with base-level fitment and quality to
boot. It also did not help their cause that a few couple-of-years-
old versions I drove felt really ‘tired’, with just too much wear-and-
tear showing for their age. I tend to pity those who consider these
cars ‘aspirational’. The 325i was of course way over priced, which
left very little to feel good about BMW’s main line of cars. It is not
really their fault because Sheer Driving Pleasure comes at a
price, and with our ridiculous amount of taxes, the real deals get
priced out of our reach. Which was why I never hankered to drive
the 3 Series cars that BMW Malaysia passed over. Vijay, the PR
manager, insisted I give this one a chance.
I like this 323i. It has a much better carriage than the 320i, with an
appreciable level of smoothness and dignity that only the straight-
6 can deliver. And it comes across as classy, with quality fit-and-
finish and equipment. I especially like the wide screen and its
resolution; I love switching it to full-screen mode in map view. And
the guidance system has become one of, if not, the best in the
industry, so well thought out and executed is the format. Plus, the
maps and details are quite exquisite. They have even preloaded
Singapore and Thailand maps. I don’t know about the owners but
I felt like taking very long drives in this car!
The iDrive is now so much more intuitive, and engaging. It is a
definite upgrade from the original, going a long way in making this
new Series feel really new.
I was surprised at the features that come standard with this
version; the car feels ‘rich’ and yet not opulent; the equipment
offered are practical and highly useable. I especially like the wiper
action. With the stalk optimally positioned, and with the operate-
by-wire function, keeping the screen clear in the wet seems
almost intuitive. I think it is a lot more handy than having the
paddle-shift function.
The sequential gear feature is only operable at the shifter. The
format somehow jives nicely with this version of the 3 as there is
less of the urge to get into a ‘red-mist’ situation, like with the more
powerful versions; the car feels more mature. It has a nice way of
rolling along, very competent, very comfortable (for a compact
BMW) and very dignified. Plus, it can be fast if you want it to be.
There is only a mere hint of hesitation at initial take-off. It feels
bighearted enough. It made me reconsider my regards for its
archrival – the C230.
I rather fancied the non-supercharged C for its grunt, agility and
looks, but after some 300km with the 323i, I have to say that it
takes a back seat to its BMW rival in at least two of those three
traits; when it comes to looks it is still pretty subjective – but I
have to say that I am getting more appreciative of the nuances
and complexities of the design of the 3 sedan; it appears to have
a more enduring appeal. It is a little less ostentatious but no less
classy, and it is quietly competent.
The exterior shots of this test car were taken by Mike Lee, who
has come out of retirement to capture the essence of the car.
The car relishes in the play of light.
The 323i is an aspirational car, deservingly so. mel
Mel's 2-sens' worth
I had never thought highly of the 3 Series, as represented by the
4-cylinder models. (It does not help that BMW always only make
available the top-end versions, like the 330i, at the international
media events.) The 318i and the 320i always felt like they were
underwhelming the chassis, with base-level fitment and quality to
boot. It also did not help their cause that a few couple-of-years-
old versions I drove felt really ‘tired’, with just too much wear-and-
tear showing for their age. I tend to pity those who consider these
cars ‘aspirational’. The 325i was of course way over priced, which
left very little to feel good about BMW’s main line of cars. It is not
really their fault because Sheer Driving Pleasure comes at a
price, and with our ridiculous amount of taxes, the real deals get
priced out of our reach. Which was why I never hankered to drive
the 3 Series cars that BMW Malaysia passed over. Vijay, the PR
manager, insisted I give this one a chance.
I like this 323i. It has a much better carriage than the 320i, with an
appreciable level of smoothness and dignity that only the straight-
6 can deliver. And it comes across as classy, with quality fit-and-
finish and equipment. I especially like the wide screen and its
resolution; I love switching it to full-screen mode in map view. And
the guidance system has become one of, if not, the best in the
industry, so well thought out and executed is the format. Plus, the
maps and details are quite exquisite. They have even preloaded
Singapore and Thailand maps. I don’t know about the owners but
I felt like taking very long drives in this car!
The iDrive is now so much more intuitive, and engaging. It is a
definite upgrade from the original, going a long way in making this
new Series feel really new.
I was surprised at the features that come standard with this
version; the car feels ‘rich’ and yet not opulent; the equipment
offered are practical and highly useable. I especially like the wiper
action. With the stalk optimally positioned, and with the operate-
by-wire function, keeping the screen clear in the wet seems
almost intuitive. I think it is a lot more handy than having the
paddle-shift function.
The sequential gear feature is only operable at the shifter. The
format somehow jives nicely with this version of the 3 as there is
less of the urge to get into a ‘red-mist’ situation, like with the more
powerful versions; the car feels more mature. It has a nice way of
rolling along, very competent, very comfortable (for a compact
BMW) and very dignified. Plus, it can be fast if you want it to be.
There is only a mere hint of hesitation at initial take-off. It feels
bighearted enough. It made me reconsider my regards for its
archrival – the C230.
I rather fancied the non-supercharged C for its grunt, agility and
looks, but after some 300km with the 323i, I have to say that it
takes a back seat to its BMW rival in at least two of those three
traits; when it comes to looks it is still pretty subjective – but I
have to say that I am getting more appreciative of the nuances
and complexities of the design of the 3 sedan; it appears to have
a more enduring appeal. It is a little less ostentatious but no less
classy, and it is quietly competent.
The exterior shots of this test car were taken by Mike Lee, who
has come out of retirement to capture the essence of the car.
The car relishes in the play of light.
The 323i is an aspirational car, deservingly so. mel