2004 BMW 6 Series

BEVERLY HILLS, Calif. -- BMW -- known for sporty coupes and convertibles since the 1930s -- is hoping its new 645Ci coupe and similar 645Ci convertible will help its slightly lagging car sales in America and boost its image. Despite the heritage, BMW hasn't offered a big sporty coupe such as its new one since 1989.

But BMW insisted on giving the new 6-Series models the same bulky, controversial rear styling of its top-line 7-Series and newly revamped mid-range 5-Series cars. Journalists at a recent media preview of the 6-Series models here in this sun- and money-drenched area of California were hoping that BMW would eliminate the bulky rear styling approach for the new coupe and convertible.

No dice. BMW, which long couldn't be faulted for giving its cars a single bulky line, slapped that rear end on the 6-Series.

Why?

"Because small, medium-size and large BMWs --from the entry 3-Series to the 7-Series -- were beginning to look too much alike,'' Tom Purves, chairman and chief executive officer of BMW of North America, said in an interview at the preview here.

"So BMW decided to make each model line more distinctive, starting with the 7-Series a few years ago,'' added Adrian van Hooydonk, the lanky 39-year old president of BMW's Designworks-USA studio near here in Newbury Park, Calif.

The Dutch native van Hooydonk designed the latest 7-Series for 2002. He leaves for Germany for a new top BMW post. American native Chris Bangle, BMW's longtime senior designer, also moves to a new post as director of BMW Group Design. BMW says that the moves shouldn't be viewed as demotions and that the BMW board of directors approved the automaker's new styling direction. (There has been no definitive look at the new entry level 3-Series.)

"BMW doesn't depend on consumer styling clinics to help design our cars. We take chances,'' van Hooydonk said. "We're risk-oriented, unlike Japanese automakers. So are our customers -- they took risks to reach positions in life where they could afford our cars. We feel the new styling gives our cars more presence on the road and helps make them stand out. Cadillac has taken a chance on a different design approach and it's paying off, even though some people dislike its styling direction.''

So far, a good number of BMW fans still haven't bought into the German automaker's new styling approach.

But a BMW still is a BMW, and the new coupe and convertible promise to attract upscale buyers -- some of whom just have to be the first on their block with the latest BMW. Most are expected to have household incomes well north of $100,000. Most are expected to be men in their mid-50s.

We're talking about folks with real money here. Thomas Jefferson, the 6-Series product manager, said some 5- and 7-Series owners might add a 6-Series coupe or convertible to their family car fleet.

"After all, nobody really has to buy a coupe or convertible,'' Purves said. "The 6-Series is the type of car that competes with a variety of expensive consumer items --from [exotic] trips to boats.''

BMW says its customers have more active lifestyles than, say, Lexus owners. Such BMW buyers have helped make BMW among the most popular sporty luxury foreign cars in America -- although BMW sales here fell to 41,924 autos in the first three months this year from 45,889 in the same year-ago period. The bulky rear styling has been seriously criticized even by auto buff magazines that generally regard BMWs with awe.

Moreover, BMW's iDrive control system for the car's communications, entertainment, climate and navigation systems, among other functions, has been called too complicated for anyone short of a commercial jet airline pilot.

The iDrive system first appeared on the new 7-Series, and BMW is offering a toned-down version for the 5- and 6-Series. While iDrive eliminates dashboard buttons, it's a pain in the neck to most people-- too complicated for a driver to easily use when behind the wheel.

Still, Purves insists that costly new BMWs must have the absolute latest technology, even though it might befuddle less technically oriented drivers.

"You've just got to have a car with the latest whiz-bang technology when discussing your new auto at places such as cocktail parties,'' he said.

Fortunately, the 6-Series coupe and convertible have marvelous advanced technical features that make more sense than iDrive and don't cause hassles for the driver.

"The new models are showcases for BMW technology,'' Purves said.

That they are. For example, these cars have such items as stability, traction and anti-skid control systems, along with such things as active roll stabilization that virtually eliminates body sway, dynamic drive control that firms things up for really fast driving and an optional Active Steering, which allows remarkable low-speed maneuverability.

Both coupe and convertible are solidly built to withstand impacts, and there are enough air bags to choke a plow horse, including knee air bags. You can even get headlights that swivel with the steering wheel.

The interior has retro-style gauges and is sumptuous with its wood and leather. But the rear-seat area is strictly for tots, small pets or small cargo. One wonders why BMW lavished such attention on the rear seat when it's virtually useless.

BMW says two sets of golf clubs fit in the 6-Series trunk, which has a wide but high opening and isn't very long. The rear styling bulge does make the trunks roomier.

Long drives over desert and canyon roads during the preview showed that BMW hasn't lost its touch in making superb road cars. There's power to burn, thanks to an advanced 4.4-liter V-8 with 325 horsepower and gobs of torque. Fuel economy is acceptable for a heavy, powerful car at an estimated 17 mpg in the city and 24-26 on highways.

The steering has a nice linear feel. Few roads will cause an uncomfortable ride because the advanced suspension shrugs off nasty bumps. The brakes are powerful and easy to modulate.

The engine works with a standard six-speed manual transmission with the usual BMW long-throw clutch, a six-speed automatic transmission with a nifty manual shift feature -- or an electrohydraulically shifted, electronically controlled version of a six-speed manual gearbox, including an automatic clutch; a driver can select the desired gear, such as "drive,'' with a console-mounted selector lever or execute lightning-fast manual shifts via steering-wheel paddle controls, which is what grand prix race drivers do.

Most 6-Series models are expected to be bought with the six-speed automatic, which makes the most sense for the majority of buyers.

Purves said the new 6-Series models are designed to be comfortably driven on a daily basis and shouldn't be regarded as exotic autos such as Ferraris.

"They're well-suited to a comfortable trip to the airport or for long-distance vacation drives,'' he said. "That's the way the sporty old BMW cars used to be -- good for comfortable blasts across Europe.''

2004 BMW 6-SERIES

Prices
$69,300-$76,300

Likes
Fast. Adroit handling. Racy styling. Luxurious. Many high-tech features.

Dislikes
Bulky looking rear styling. Tight back seat. High trunk opening. Complex iDrive control system.