When BMW officially took over Max Hoffman’s reins from North America on March 15, 1975, he had won the American driver for more than seven years in 2002. With its sharp handling and the REV-happy four-cylinder, BMW had built a passionate following and played a crucial role in making America the largest export market in the brand worldwide.
But even icons have an expiry date, and the year 2002 began to show his age. It was designed in 1965 and looked old school in the mid -1970s. BMW had originally planned to replace it for the 1974 model year, but the intended successor-a second-door river-sausage-sausage shot down from the sales and marketing team, led by none other than Bob Lutz. While the designers of BMW rethink the new model that sold in 2002 with some updates: rectangular taillights, oversized US bumpers and emissions to comply with it until 1976.
The wait was finally over this August. Enter the E21, the first 3. It was designed by Paul Bracq and had a modern, looking shape, but was broadcast a large part of the Mechanical DNA 2002. For American buyers, BMW only offered one version: the 320i, driven by the same 2.0-liter M10 engine with fuel injected like the old 2002 Tii. There was either a four-speed manual manual or a three-speed ZF automatic.
But there was a catch. Stricter US emission rules meant that the once powerful M10 had lost some of its bite. The Tii from 2002 had switched off 130 hp and 130 LB-FT torque, but in the 320i these numbers fell to 110 and 112. That was not exactly music for the ears of the performance-state owners from 2002 who were looking for an upgrade.
The BMW of the PR manager of North America, Tom McGurn, knew that he had to win the brand’s loyal fan base. His plan? Let them get an early foretaste of the new car. When the press start approached, McGurn invited the members of the BMW Automobile Club of America (ACA) to drive the first 320i models from Los Angeles in the USA for care, Arizona, where journalists later put them up to date.
“We had to bring the cars there anyway. So why not to increase real enthusiasts?” McGurn explained. “It costs about the same as it and we would receive valuable feedback. Maybe, just maybe, you would start to warm up to the car. “
And warm up – although not without a little drama on the way. In November 1976, a convoy of the ACA members made himself from LA and urged their new trips with the same enthusiasm that they had for their beloved 2002s. Her spirited pace was not unnoticed. “An entire phalanx of us was overrun and received California Performance Awards – also known as Speed tickets,” laughed the club member Roger Scilley. Another driver, Wayne Wundram, recalled: “I think seven of us were suddenly stopped near thermal!”
Despite the enema with the CHP, the 320i made a strong impression. “The club members were thrilled,” said McGurn. “Sure, there was some nitpicking, but it was constructive. Overall, they were impressed. “
Once in Arizona, the cars fell into the hands of the journalists who had made the legend of 2002 – including the car and driver David E. Davis Jr., fresh in the writing game after a position in advertising. Davis liked what he saw, even though he and other drivers with sharpening eyes found the tendency of the 320i tendency, to raise the interior in hard corners-a problem that BMW would later address with the sportier 320is.
“There was a lot of nostalgia for 2002, even people who had never obsessed one,” admitted McGurn. “But after a long journey they came back convinced. It was fun, it felt like a BMW and delivered the ultimate driving machine promise. The enthusiastic magazines gave strong reviews. “
The purchase of the audience agreed. While some die-hard BMW fans with their well-sent 2002s-especially the absence of the six-cylinder in Europe 323i, recorded, the 320i found an even larger audience. It became the car of choice for the emerging young urban professional crowd – the Yuppies – that BMW turned into the ultimate status symbol. This association would become a double -edged sword in the coming years, but at the moment BMW had held its place as a point of contact for ambitious, style -conscious drivers.
From a shabby outsider with a cult to an automotive power plant, BMW’s American success story was good – and the E21 had set the stage for everything that followed.
