TONING down the radical styling for this volume-seller looks a wise move for BMW. takes a look at the latest 3-Series line-up.

BMW is evolving. Whereas once there were premium sector cars and mainstream models, the Bavarian company has blurred these boundaries.

While still able to charge premium prices, BMW has at the same time outsold cars like the Ford Mondeo and the Vauxhall Vectra in the UK. It’s a fine balancing act and one BMW hopes to carry off even more successfully with the latest generation 3-Series.

What BMW is doing shouldn’t be possible.

Preserving brand equity and guaranteeing firm residual values ought to prove impossible with the sheer numbers of 3-Series flying off dealer forecourts and, although resale values of the outgoing E46 model 3-Series aren’t as strong as they once were, this has as much to do with the car being replaced by the E90 generation model as anything else.

BMW Great Britain managing director Jim O’Donnell described the 3-Series as "the defining car of its generation and market sector" – and it’s impossible to argue otherwise.

Developing an all-new 3-Series was never going to be easy, and the latest car – priced in 318i form from £19,995 – shows the money men and the stylists have gone head to head in the battle between shifting big numbers and continuing the trend for challengingly-styled BMWs.

Many of the contemporary BMW styling signatures are present although toned down radically. The sill line is bowed, although nowhere near as radically as in a 1-Series.

Compare how the rear bootlid is a chamfered and smoothed version of that worn by the 5-Series. Even the flanks betray a less aggressive concave contouring, while the rest of the traditional BMW cues such as the "Hofmeister Kink" at the rear window and the kidney grille are present and correct.

Although it’s not what you’d call a striking piece of design, it is nevertheless mature and assured.

Seven engines are available. The entry-level units are the 318s with the i propping up the d. The 318i has the same 129bhp engine as the 118i and is capable of 0-60mph in 10s flat.

Fuel economy of 38.7mph is not to be scoffed at but it looks thirsty next to the 318d’s 50.4mpg. The 318d is slightly slower with 122bhp and a 10.6s 0-60mph time. The 320i is an engine based on the architecture of the 318i motor in the previous generation 3-Series.

With improvements to the induction and VANOS systems, this engine jumps to a round 150bhp. Capable of covering the sprint to 60mph in 8.8 seconds and able to hit 137mph, the 320i can also manage to eke 38.2 miles from a gallon of unleaded. Also highly capable is the 320d, BMW’s biggest seller in the old E46 generation car. In this instance, power leaps from 150 to 163bhp.

This diesel will take a fraction over eight seconds to get to 60mph and posts a top speed of 140mph.

Pride of place goes to the 330i and 330d models. The petrol features a 3.0-litre Valvetronic engine, which punches well above its modest weight, knocking out 258bhp at 6,600rpm.

On the road this translates into a surprising amount of heft. The sprint to 60mph from rest will disappear in just 6.3 seconds and will run into BMW’s self-imposed electronic limiter at 155mph with plenty to spare. Despite this, the fuel economy figures are better than the old 231bhp 330i at 33.5mpg.

Bigger, quicker, cleaner and more economical – the 3-Series looks set to continue its astounding success. Do we buy it? Looking at advance orders for the 3-Series, the answer is an unqualified affirmative.

FACTFILE

BMW 3-Series saloon range

Prices: £19,995-£32,450 – on the road
Insurance groups: 13-17
CO2 emissions: 153-203g/km
Performance: (330i) max speed 155mph / 0-60mph 6.3secs
Fuel consumption: (320d) (combined) 49.6mpg
Standard safety features: Twin front airbags, twin front side airbags, twin ITS side window airbags / ABS /DSC / runflat tyres
Dealer details: Broadoak Ashford, The Boulevard, Orbital Park, Ashford, 01233 500555.

Broadoak Canterbury, Broadoak Road, Canterbury, 01227 828888.