BMW 1 Series - In Depth

Press Release

Concept

A new model made by BMW – a revolution in the compact class.

High expectations, growing demands and new challenges characterise the launch of the BMW 1 Series. With this new model BMW was able to transfer typical brand qualities to a new vehicle segment – driving dynamics and premium quality. The BMW 1 Series was designed with those drivers in mind who on the one hand opt for an agile, functional car, but on the other do not wish to do without sporty motoring characteristics and perfection right down to the smallest detail. For these drivers the BMW 1 Series is the fulfilment of a long-cherished dream. After all, it is a typical BMW, and it also provides all qualities expected of its segment. By extending its model range BMW has reacted to the needs of a young, active and discerning generation of consumers. Entering this segment is both a challenge and at the same time the chance to convince a new class of clientele of the typical qualities of BMW brand cars.

The most attractive offer on a growing market.

Market analysts are observing a remarkable growth potential within the premium compact vehicle segment. Customer interest tends to focus on hatchbacks with a variable interior. Modern compact vehicles combine a high level of functionality with enhanced comfort and safety, thereby meeting demands that only higher class vehicles were able to fulfil in the past. Up until now the decision to purchase a compact class vehicle always involved making a compromise. It was the BMW qualities, namely superb driving dynamics and a distinctive character offering high quality, which many customers searched for in vain. BMW is now giving them the opportunity to become acquainted with the typical qualities of the brand: it is an opportunity for those drivers who expect more than was previously available.

A unique response to specific demands.

BMW models stand out against their rivals in all classes due to innovative design, advanced technology, outstanding road performance and motoring characteristics. BMW owners have, therefore, made a wise decision in favour of driving pleasure. They appreciate both the outstanding standard of quality offered by a premium car and the sporting character of their BMW. Furthermore, when designing the BMW 1 Series, priority was given to the new model’s uniqueness and the realisation of typical BMW qualities. The body, numerous suspension and engine components, as well as a myriad of equipment details, were developed specifically for this new model.

And we applied the same principles of development and production that helped to take the BMW brand to leading positions in other vehicle segments. This was the only way to create a BMW that also fitted into the compact class. Nevertheless, an extraordinary level of flexibility during the production process facilitates a maximum degree of effectiveness and rationalisation. The development of the BMW 1 Series has brought about a considerable increase of product capacities, which in turn has resulted in a higher workload and the creation of new jobs.