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 profitable 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 switch it for the 1974 mannequin yr, however the supposed successor—a two-door hatchback—was shot down by the gross sales and advertising crew, led by none apart from Bob Lutz. So, whereas BMW’s designers scrambled to rethink the brand new mannequin, the 2002 soldiered on with just a few 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 consumers, BMW supplied only one model: the 320i, powered by the identical fuel-injected 2.0-liter M10 engine because the outdated 2002 tii. It got here with both a four-speed Getrag handbook or a three-speed ZF automated.
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 house owners on the lookout 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 value about the identical as trucking them, and we’d get helpful suggestions. Perhaps, simply possibly, they’d begin to heat as much as the automotive.”
And heat up they did—although not and not using 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 that they had 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—also referred to as dashing tickets,” laughed membership member Roger Scilley. One other driver, Wayne Wundram, recalled, “I feel seven of us bought stopped unexpectedly close to Thermal!”
Regardless of the run-in with the CHP, the 320i made a robust impression. “The membership members have been thrilled,” McGurn mentioned. “Positive, there was some nitpicking, nevertheless it was constructive. General, they got here away impressed.”
As soon as in Arizona, the automobiles fell into the arms 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 sport after a stint in promoting. Davis favored what he noticed, although he and different keen-eyed drivers famous the 320i’s tendency to elevate the inside-rear wheel in onerous corners—a difficulty that BMW would later handle with the sportier 320iS.
“There was a whole lot of nostalgia for the 2002, even from individuals who had by no means truly owned one,” McGurn admitted. “However after an extended 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 sturdy 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 a fair larger viewers. It grew to become the automotive of selection for the rising Younger City Skilled crowd—the Yuppies—who turned BMW into the last word standing image. That affiliation would grow to be 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 effectively underway—and the E21 had set the stage for all the things that adopted.
