Colour and trim guru launches BMW 3 Series Luminance

New premium options and a high-spec package with value pricing enhance BMW's current 3 Series as it is about to encounter some of its toughest opposition ever.

Key Individual options have been grouped under several new Luminance packages to cut the waiting time for a BMW Individual-equipped 3 Series from up to three months to immediate delivery.

Just 300 of the new Luminance-equipped 3 Series sedans will be available at a cost of $7500 over the base model. BMW claims that 25 have been sold already, virtually as the cars hit the showrooms.

The Luminance is available in all 3 Series sedans including the 320i and 320d, 323i and 325i and the premium Twin Turbo 335i (more here).

At the launch of the BMW Art Cars exhibit (full report on Sunday), Alexandra Korndorfer, head of the company's Colour and Trim Design for M and Individual, was on hand to assist with the introduction of a new 'Individual' range of trim, textures and colours available to personalise new BMW models.

Korndorfer was also visiting Australian dealers who are establishing special areas in BMW showrooms with comprehensive material and leather samples to allow buyers to create a unique BMW that can even extend to one-off colours and trim combinations to special order.

Australia has the highest take-up of these 'Individual' options per sales volume of any world market and the fourth highest in absolute terms.

Ms Korndorfer, who had also been invited by Monash University in Melbourne to meet industrial design students while in Australia, revealed the new 3-series Luminance models during her presentation in Sydney.

The 3-Series Luminance Edition offers a combination of popular Individual options and special colours grouped in a single feature package at a set price.

The Managing Director of BMW Group Australia, Mr Guenther Seemann, explained that these latest improvements and value-added items were pro-active measures typical of BMW models as they approached key points in their life cycles and were designed to maintain sales momentum. 

It is no secret that the current E90 3 Series, as it enters its third year, is about to encounter a brand new and much improved Mercedes-Benz C-class (more here).

Key identifying features for the latest Luminance Edition include radial-spoke 18-inch alloy wheels and seats, centre console armrest and door inserts trimmed in up-market Merino leather.

This leather is sourced from cattle specially farmed in the South of Germany and Austria for its softness and lack of flaws from insect bites and contact with fencing. Its flawless surface allows it to be tanned right through without a coating or artificial stamping so it is especially suited to warm climates with its open pores.

For the Luminance, this Merino leather trim is offered in two colours, platinum or black, and features saddle stitching in key areas.

Spread throughout the cabin are Piano Black wood trim highlights which use the latest piano lacquer technology and feature a high gloss polyester film. This special trim package is complimented by the anthracite roof lining and velour floor mats with borders colour-matched to the seat trim.

Sports seats provide extra levels of support while a special sports steering wheel with a Piano Black wood inlay completes an interior that addresses the starkness of the standard 3 Series cabin. 

Three exclusive paint finishes feature no less than five layers with the second last layer containing a special colour and additional special effects. The capability for it to be repaired in Australia was a pre-requisite.

The three special colours represent several different paint technologies. Ruby Black is a Xirallic paint that exposes a deep ruby red under light which is then seen through an iridescent glitter effect.

Blue Onyx is a rich shade of metallic blue with an Onyx black tint adding substance.

Moonstone, a silver based on Titanium Oxide and Variochrome technology from BASF, has a special shimmer effect that changes between blue and white depending on the viewing angle.

In addition to the Luminance Editions, BMW 3 Series buyers can add the dynamic Sport Package or a new Innovations Package at a reduced price.

The new Innovations package available for the 320i and 320d in standard and Executive, 323i sedan and Touring, and 325i sedan, adds Bi-Xenon headlights, headlight washing system, High Beam Assist and USB/Audio interface.

BMW Business Navigation is also included as part of the Innovations package for all models except for the 325i model.  Instead, the Innovations Package for the 325i includes the BMW Professional Navigation which features an 8.8 inch colour monitor (versus 6.5), TV and voice recognition.

For the 320i/320d and 323i models, the Innovations Package is priced at $2500, the normal price for the BMW Business Navigation on its own. The Innovations Package in the 325i is pegged to the $3300 option price of the Professional Navigation.

BMW also used the occasion to announce the official release of the upgrades for 1 Series and 5 Series.

The 1 Series update was covered back in January (more here), as was the 5 Series (more here), but just to refresh memories, the 5 Series introduces a new entry-level model for the range (the 523i), has been mildly facelifted and incorporates new or revised comfort and safety features.

All models are fitted as standard with the six-speed automatic transmission, upgraded for this year and featuring reduced shift times and improved efficiency and performance.

The 523i is fitted with a 2.5-litre engine, as for the 525i, but with 140kW of power and 230Nm of torque. By comparison, the 525i develops 160kW of power and 270Nm of torque. 530i models enjoy a lift in power (an extra 10kW) and torque (15Nm more).

Prices for the new cars commence from $84,900 for the 523i -– a saving of nearly $10,000 over the 525i -- and reach all the way to $231,500 for the mighty M5.

For the 1 Series, the 120d gains a more refined turbo-Diesel engine. All models are subtlely facelifted and boast new colours, revised interior design and additional storage spaces.

Prices range from $34,900 for the manual 116i to $66,300 for the auto 130i.

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