1 Series opens new market segment for BMW

A new chapter has begun in the history of BMW with the launch last Friday week of the 1 Series, the arrival of a brand new BMW to a vital market segment.

The 1 Series offers drivers the unique proposition of a front-engine, rear-wheel drive car with the practical day-to-day benefits of a compact hatchback, the company said in a statement.

"This potent combination sets it apart from class rivals, providing unsurpassed handling and ride through its near 50:50 weight distribution," BMW said.

Power directed to the rear wheels maintains optimum grip, leaving the front wheels to steer. The result is best-in-class driving dynamics and a BMW that will attract a whole new group of buyers to the brand.

The BMW 1 Series comes with five doors, four engines and three trim levels. The new model range is expected to appeal to customers looking for a driving experience never before offered in a compact hatchback. Early predictions are that at launch 70 per cent of purchasers will be newcomers to the BMW badge, mainly from the front-wheel drive hatchbacks offered by Audi, Mercedes, Volkswagen and Alfa Romeo.

BMW also expects owners of high-specification hatchbacks from the likes of Ford and Renault to trade up to the new 1 Series. Coupled with the fact that BMW sees a new premium executive sector developing around the 1 Series and expanding by over 80 per cent during the next 10 years, the future of the 1 Series looks very promising.

Early indications are that the average owner will be aged between 20 and 40, without children or with a very young family, who has historically not had his or her driving ambitions satisfied in this segment.

The sales split between corporate and private buyers is predicted to be 45:55, with BMW expecting to tempt more women to the brand.

The starting price for the 1.6i 1 Series is Lm14,900. Standard equipment includes: electric front windows, ABS brakes, power steering, silver trim interior, on-board computer, start/stop button and white headlamps.

Powered by a 115 bhp petrol engine featuring double-VANOS, EU4 emissions management and a light-alloy cylinder head.

There is also a special package that includes air-conditioning, radio CD, rain sensor, rear electric windows, electric folding door mirrors and alloy wheels is also being offered.

The new BMW 1 Series is on display at the Muscats Motors showroom in Rue d'Argens, Gzira.