BMW defends M3 Sedan de-spec

BMW has defended its tactical 'de-contenting' of the M3 Sedan to help match the price of opposition hot medium sedans.

The undeniably capable M3 four-door hit the Aussie market this week at $145,000. This compares to $144,365 for the Mercedes-Benz C63 AMG and the $129,000 Lexus IS F.

In a market where green is the new black, the stove-hot trio have been the focus of much attention -- not just for their performance, but also for the aggressive pricing that their respective manufacturers have set. Thus there was considerable speculation centered on the price of the last to market, the BMW.

Pegged at $145,000 for the six-speed manual version, at first glance Australia's first-ever four-door M3 is $17,901 cheaper than its two-door equivalent ($162,901). But the price is much closer when major items not included in the M3 sedan specification, but standard in the M3 Coupe, are added back in.

The three features in question are M Drive, Electronic Damper Control and sunroof (the latter electrically-operated sliding glass unit is offered as a no cost option on the coupe, but requires the purchaser to forego the two-door's signature lightweight carbon roof ). Priced at $3500, $4000 and $2920 respectively, the 'extras' take the specification-matched four-door's price to $155,420. That equates to just $7481 less than the two-door.

The sums seem to fly in the face of BMW's contention that the M3 Sedan and Coupe's pricing would reflect the normal sedan/coupe premium that prevails across the 3 Series range. Indeed, at the M3 Sedan's local launch this week, BMW Corporate Communications head Toni Andreevski reiterated the pricing mantra.

"The [M3 sedan pricing reflects the] typical sedan-to-coupe price premium.

"If you look at a 335i sedan and you compare that to a coupe, it's usually about $12,000-15,000 more affordable. And obviously this car [M3 Sedan] does not come with the carbon-fibre roof -- [it's] not available on the sedan. So that's the other component that makes the price gap a little bit bigger."

Later when quizzed on the de-contenting of the four-door model, Andreevski was more forthright, agreeing that the lower spec was a tactical move. Andreevski told the Carsales Network, a decision was made to align the M3 Sedan specification more closely with its key competitors -- in particular, the Mercedes.

"M Drive and EDC are features only BMW can offer. We took the decision to give the buyer the choice.

"We spoke to our colleagues in the UK where M Drive, EDC and other items that are standard in 'our' M3 specification are options. The feedback we got supported our decision to deliver a specification that offered transparency from brand to brand."

Andreevski points out that little fuss has been made of the fact Mercedes charges a hefty $5826 extra to fit a limited slip differential to the C63. The M3 (sedan and coupe) features M Differential Lock standard on all models.

All M3 models also offer keyless access and start. Though the IS F delivers this feature it's also extra dollars ($1812) on the AMG.

He said BMW didn't want to be "penalised for delivering technical innovation." Replicating the two-door's equipment list in the sedan would have disadvantaged it in a straight dollar-for-dollar comparison, he opined.
 
As much as showing the M3 sedan pricetag as a tactical move, Andreevski says the pricing "validated the value of the [M3] coupe."

He said, however, the brand would stop short of reconfiguring the standard specification on the two-door M3 models.

"The coupe talks to a different market -- a different [type of] customer," he said.

For more details on the M3 sedan click here and look our for our drive impressions soon.

To comment on this article click here