Power steering fluid too low, or the pump is failing. What you're describing happened to me on an older car. It's kind of scary to think it might freeze up, but you can still steer even if it fails completely. It's just really tough. Get it checked ASAP. If it fails in the middle of a turn, you could end up in a real mess.
Overall, the 328xi, has a reputation in reviews and from experience as having less power assist in steering than other models. It can be a little annoying trying to do a lot of maneuvering in a parking lot, but I don't notice it at all once out on the road.
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