For so long the BMW 3-series has been ruling the roost and rightly so.
Just when the competitors start to move in, the 3-series shifts to a higher gear.
But when the 2006 model arrives next year, it will be faced with competitive models that are better than ever.
The competitors in today's landscape are offering great designs, features, performance and amazing 'bang for the buck'.
We've been fortunate to have a glimpse at the 2006 BMW 3-series on ours and other websites with the leaking of 'The Brochure'.
Although we don't like to pass final judgement on a car that we have not seen in person, it appears to us that the traditional design advantage they get every time a new 3-series shows up, will not be so with this car.
It's not bad looking, it's just not light years ahead of the competitors, like it has been with previous cars.
Put the 06 3-series next to a G35, C-class, TL and others and the design advantage is not so evident anymore.
And what they give you for the money is nothing short of spectacular.
So the question in our mind that begs to be asked is...Is it time for BMW to LOWER the price of the next 3-series?
Of course, if price was the same most people would take the BMW.
You and I know that none of the competitors cars will drive as good as the next 3-series.
So it boils down to, is the 3-series worth the price premium it commands today?
Our suggestion to BMW is to cut the premium of the 3-series by 50% and add more features to the car so it's an easy decision for customers to step up.
What are your thoughts?
Are we right?
Should 001 be running BMW's marketing department?