The 3 Series remains the brand's most successful model, with over 18 million units sold since 1975. By resurrecting the "Neue Klasse" moniker, BMW is signaling a return to the roots that saved the company in the 1960s. While SUVs like the X1 and X3 currently command higher sales volumes in Switzerland, the 3 Series serves as the definitive guardian of the brand's soul.
Inside, the cabin has undergone a radical simplification. The traditional instrument cluster is gone, replaced by a "Panoramic Vision" light band that spans the windshield. Materials lean toward technical textures, such as the knit fabrics on the center console, reflecting a design ethos that feels more like a modern studio than a traditional leather-bound cockpit.
On the road, the i3 50 xDrive demonstrates the progress of battery integration. Despite its 2.2-ton curb weight, the car remains agile, and its efficiency is striking: a spirited 200-kilometer drive left 60 percent of the charge remaining. Conversely, the M350 xDrive provides a masterclass in internal combustion. Its three-liter straight-six delivers 443 horsepower, offering a visceral, growling performance that feels perfectly suited to the winding, tree-lined avenues of the Luberon region.
However, this evolution comes at a premium. Entry prices in Switzerland now start at 61,900 Swiss francs for the 318, with the M350 xDrive climbing to 90,600 francs. While these figures represent a significant jump from the 2022 model year, they align with the current mid-size market, where rivals like the Audi A5 occupy a similar, increasingly exclusive price tier.
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