The following is how BMW came to launching three optional design themes, or “worlds” and how they differ from each other. M Sport will launch later in July of 2012, adding a fourth “line”. In person it is easy to see the differences when the cars are side by side. The interiors are where things really become individualized. For example, the Modern Line offers a 3D poplar wood that is sustainably harvested and finished with a textured surface – something that hasn’t been done in a car of this class before.
The lines allow BMW to customize and offer trims that only Individual could have done in the past, purchasing power allows these to be a fraction of the cost Individual would be.
So let’s take a closer look at each line and the ideas behind them.
Sport Line
Mission:
- Increase the sporty and dynamic impression of the 3 Series
- Create the perfect offer for the core clientele with sporty taste and strong need for self expressionthrough dynamics
Design principles:
- Dynamic,contemporary
- Classical spot-associated features
Contents:
Exclusive interior trims/ red keytrim
Exclusive 18” wheel design
B-pillar in high-gloss black
Exhaust pipe finisher in black chrome
Sport suspension (-10 mm)
Black exterior trim finisher (front/rear bumpers)
Luxury Line
Mission:
Increase the premium and elegant impression of the 3 Series
Create the perfect offer for customers with a conservative, exclusive, elegant and gentle taste
Design principles:
Status, presence
Craftsmanship, elegance
Clear reference to classic
Contents:
Exclusive interior trims/ chrome key trim
Exclusive 18″ wheel design
Chrome window surround
Exhaust pipe finisher in chrome
Chrome exterior trim finisher (front/rear bumpers)
Modern Line
Mission:
Focus on the lifestyle of health and sustainability (LOHAS),respond to modern-liberal needs
Create the perfect offer for customers with a balanced and modern taste
Design principles:
Lightness and a combination of warm and cool surface appearances
Authentic materials and treatment, no visual contrast
Contents:
Exclusive interior trims/ tan key (steering wheel will always be tan in color)
Exclusive 18″ wheel design
Exhaust pipe finisher in matte silver
Matte silver exterior trim finisher (front/rear bumpers)
Author: Michael
Source: http://www.bimmerfile.com/2011/12/06/%e ... w-3-serie/