BMW versus Mercedes-Benz - the cards were reshuffled in 1982
11/09/2018
It was a memorable year, 1982, especially for the two German car manufacturers BMWand Mercedes-Benz. Almost at the same time, the Munich-based company presented its completely revamped three-series (E30) and Mercedes-Benz its entry into the same class with the W201 (190/190E). And so it happened that both cars graced the same cover of Auto Motor und Sport. It was not the first appearance in the limelight for either of them, as the Mercedes-Benz had been the subject of rumors for almost years, while the BMW was simply the natural successor to the popular first three-series E21.
So for the first time, BMW and Mercedes-Benz were battling it out with three model series on an equal footing, 190/190E against 316 to 323i, 200 to 280 E (W123) against 520 to 528i (E28) and 280 S to 500 SEL (W123) against 728i to 745i (E23).
Mercedes-Benz therefore attacked BMW at the lower end, where the most important model series ensured volumes and profits. Not that Mercedes had only had two product lines before, after all, there was still the G model, and Unimog and light and heavy commercial vehicles also bore the star on the radiator grille. For BMW, however, it was a matter of getting down to business, because apart from the six-series coupé related to the Siebner series, there wasn't much else in the range.
Today, one can only smile mildly at this, as both manufacturers now fill every conceivable niche that could suggest what customers want to buy. The world of Mercedes-Benz and BMW has become much more confusing, and the offerings of both vehicle manufacturers cover practically every private transportation need.
Back in December 1982, Götz Leyrer presented the Baby-Benz 190/190E on eight pages. He wrote that it was "just like the house". The elaborate chassis was highlighted, while the somewhat limited engine range was criticized. And one hope was immediately taken away from potential buyers: "It is considered certain that you will soon be able to choose between a smaller and a larger Mercedes for roughly the same money".
Immediately after the 190/190E presentation, Gert Hack summarized the results of the first test drives with the BMW three. It was available with four and six-cylinder engines right from the start, with the new 323i in particular naturally appealing to sports drivers. However, four doors were not announced until the fall of 1983. Prices were also an issue at BMW: "Cars are getting better, but also more expensive. Why should BMW make an exception here?" Hack summarized at the end of the positively worded report.
The race for buyers' favor was thus launched and we know today that both the W201 (over 1.8 million were built by 1993) and the E30 (2.34 million vehicles were built by 1994). However, this would hardly have been possible with the range of variants presented in 1982, but additions such as the six-cylinder and the four-valve variants at Mercedes or touring and convertible, but also the M3 versions at BMW ensured a long life for the designs presented in 1982. And both cars were also successful in racing.
You can read about how it all began in the first joint appearance of the two vehicles in Auto-Motor-und-Sport number 24 from 1982( in the Zwischengas magazine archive).
