Do you want a hybrid car? Do you want a high performance car? Chances are, you answered 'yes' to either one or the other of those two question, as rarely does someone desire both. There is, however, a very narrow cross-section of the luxury market where buyers seeking speed and the image of environmental consciousness have sought out battery-assisted vehicles that are focused on speed rather than efficiency.
The 2013 BMW ActiveHybrid 3 has been positioned in this niche, and it doesn't just represent the 'greenest' of the German brand's compact sedan offerings but it has been given flagship pricing at the very top of the 3 Series ladder. It also stands alone in its segment, as it is not currently possible to order a hybrid version of either the Mercedes-Benz C-Class or the Audi A4. Who, then is the BMW ActiveHybrid 3 targeted at? Outside of a very modest increase in fuel mileage over the next-closest performer in the 3 Series family, what charms does it possess to convince premium car shoppers to fork over so much cash? Read on to discover my take on the BMW hybrid's chances at broad appeal.