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WELL, YEAH, the 1996 BMW 328is Coupe was fun — short, cute, sexy, fast. But there was a disconnect, an emotional thing. We parted company in a fight over money.

Things would’ve turned out differently had I not driven the BMW the same week I drove the 1996 Volkswagen Jetta GLX sedan.

I loved the Jetta. Loved the 328is too. Both were hot-to-trot, but the Jetta, which I wrote about last week, trotted for less cash.

What can I say? I mean, what’s the price of a smile? Is a smile better, more durable at $32,990, the suggested retail price of the base 328is? Or, is there more of a glow at $20,610, the base price of Volkswagen’s new Jetta GLX sedan? Had I been in the market for a sporty new car, I would’ve chosen to smile for less, but I would’ve been unhappy.

It’s embarrassing, silly, stupid. Both the 328is and GLX are six-cylinder cars, though the 328is has 18 more horsepower. The 328is also has a slightly better suspension in terms of road feel and handling.

But that’s not why I would collapse under buyer’s remorse from choosing the Volkswagen. It’s this: The Jetta doesn’t have the BMW badge.

I put a lot of faith in that badge with its blue-and-white propeller circle emblazoned with the “BMW” logo on a black field. I always thought that badge meant something — certainly more than “VW.” Lord, help me. I still do.

Background: BMW has seven 3-Series cars, and the 328is Coupe runs at the top of that group. Others include the 328i Convertible, 328i Sedan, 318ti Coupe, 318i Sedan, 318is Coupe and 318i Convertible. All 3-series models are rear-wheel-drive.

The 328 models replace BMW’s 325 cars. The 318 models, costing from $20,560 to $32,750, are dubbed “entry level” by BMW’s marketers.

The M3, BMW’s high-performance 3-series model, is undergoing a make-over and will reappear as a new and improved version later this year.

Which brings us back to the 328is Coupe and its improved-for-1996, straight six-cylinder engine. The new engine produces 190 horsepower at 5,300 rpm and 207 pound-feet of torque at 3,950 rpm. The horsepower improvement is minor, 190 versus 189 for the old model. But peak horsepower occurs sooner, at 5,300 rpm in the new engine versus 5,900 rpm in the previous version. The result is a smoother, quieter engine.

That new engine is mated to a manual, heavy-duty transmission (the ZF Type C formerly used in the M3). An electronically controlled, four-speed automatic transmission is optional.

Standard brakes include vented front and rear discs with anti-lock backup. Standard safety items include dual front air bags, automatic locking retractors on all safety belts, height-adjustable front-seat belts and power door locks with a double-lock anti-theft feature, among other items.

Complaints: The 328is Coupe does have a discernibly better ride and handling than the Jetta GLX. But $12,380 better? Nope. I don’t think so.

Praise: Excellence in engineering and build. It feels like a qualit y piece, more so than the Jetta GLX. Lots of little touches — such as one-touch power windows and battery-saver headlamps (ignition off, lights off) — help give it the edge over the Jetta GLX.

Head-turning quotient: It drew approving glances and remarks, including some from self-confessed auto bigots who assume that all BMW cars and car owners are, somehow, especially antisocial.

Ride, acceleration and handling: Triple aces, with an asterisk by the acceleration ace. When equipped with its five-speed manual shifter, the 328is moves from 0 to 60 mph in seven seconds, only five-tenths of a second faster than the Jetta GLX. Braking was excellent.

Mileage: About 24 miles per gallon (16.4-gallon tank, estimated 380-mile range on usable volume of required premium unleaded), combined city-highway, running with two occupants and light cargo.

Sound system: Optional eight-speaker, AM/FM stereo radio and cassette, Harmon-Kardon audio. Six-disc CD can be attached. Excellent.

P ice: Base price on the 328is Coupe is $32,990. Dealer invoice on base model is $28,360. Price as tested is $36,760, including $3,200 in options (leather seats, Harmon-Kardon sound system, on-board trip computer) and a $570 destination charge.

Purse-strings note: Your call. Compare with Volkswagen Jetta GLX, Audi A4, Mercedes-Benz C280.