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      08-14-2011, 12:28 PM   #28
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Drives: Frozen Dark Red First Edition
Join Date: Jan 2007

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Originally Posted by rossmelvin View Post
why is the dash beige? and the steering wheel?!
To signify the importance of the new 3er as it is a key segment for growth , everything is seen as increasing the image of the car , especially for customers who are downsizing from larger luxury vehicles.

The new 3er like the 1er will be available with, allbeit optional many features that once were only available in the luxury segment. This means BMW can increase volume and make these options far more cost-effective and still return a profit on each car. The only cost-cutting in the 3er is the shared platform strategy which is modular and shared with the 1er.

The new BMW 3er will also be more profitable per unit for BMW than any other 3er before .