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BMW expects the 1-series to lure enthusiasts back into the fold
There has been considerable debate among enthusiasts as to whether or not BMW is living up to its "Ultimate Driving Machine" slogan. A lot has changed since the 2002 was introduced in the late 60s, but BMW is looking to stoke the flames of physics enthusiasts, beginning with the importation of the 1-series to the U.S.
A recent article in Automotive News contends that BMW is well aware of its waning performance image, especially in the realm of compact vehicles. The 3-series can hardly be considered an entry-level ride anymore, and the upcoming 1-series may be able to fill the niche that its big brother has abandoned.
Rich Brekus, the G.M. of product planning and strategy for BMW's N.A. operations, is quoted as saying that the 1-series, "is the purest BMW we have." He goes on to point out that BMW's driving dynamics are what won people over in the past, and it would be a shame to let the next generation down.
The 1-series will supposedly go on sale in the States next year, with both a two-door and a convertible being offered. We're getting anxious and it sounds like we have good reason.
[Source: Automotive News – Sub. Req.]
Reader Comments (Page 1 of 3)
Joe K. 11:40AM (6/04/2007)
Well, with Mazda having the most vehicles in registered 'Grassroots' racing according to a couple motorsports sites, I could see this as a good move... Not that I think BMW is looking to be the ubiquitous car of choice at SCCA, but if i were to buy a track car, BMWs have priced themselves out of my reach (daily driver, no prob... toy, too $$$)... I don't think I'm alone in thinking the Bimmers have a great rep for being a driving car, but have gotten too expensive for drivers to take the autocross or street track... I for one would love to have a 1-series to toss around... Sweet...
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paul34 11:39AM (6/04/2007)
"Pure" meaning no power steering and available only in manual?
Because if not, then I think they need to be careful about using the term "purist BMW" excessively.
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G. Snyder 12:21PM (6/04/2007)
No small BMW has been available sans-power steering since the E20. What are you smoking?
Anyway, the 3 series is the entry level BMW in the US by definition. How can you say it is "hardly entry level". You must be eating retard sandwiches. What you might have meant to say is that BMW's entry level car is getting bigger and bigger and more expensive all the time. That statement is true. BMW would do well to plug the hole between the Mini and the 3 series and make it at least available in minimalist configurations so that those of us who still know how to heel-and-toe can get behind a proper RWD car with six cylinders in a straight line in front of us.
Seminole 11:52AM (6/04/2007)
Even though I dislike Jeremy Clarkson for insulting anything and everything related to America, he tested a BMW 1 vs a VW R32. The BMW was rubbish. People will buy it though just because it has a BMW logo.
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FThorn 12:12PM (6/04/2007)
If it's one thing Clarkson is familiar with, it's rubbish. ;)
Calebe 11:18AM (6/05/2007)
I doubt there will ever be anything like the BMW 2002 ever again. Dealers want big mark up.
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EJ 12:41PM (6/04/2007)
I'm a Detroit boy now living in the UK and, thanks to Zip car, have been taking a 1 series out with some frequency. It is certainly nothing special. The ride is terribly harsh, but its fairly quick. Still, for the price (not even with the exchange rate), I'd never buy one. I can't imagine that anyone but a higher paycheck pretenders would. It reminds me a bit of the introduction of the C230. I think those people should probably save them selves some money and just buy a BMW key that they can leave out on their desks.
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Lee 1:49PM (6/04/2007)
why does "entry level" now require the car to be a hideous hatchback?
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Doogs 2:29PM (6/04/2007)
It would help if you would read.
We're not getting the hatch (in either 3 or 5 door flavors).
We are getting a coupe and convertible. Both will have two doors and a trunk.
BMW doesn't think Americans will buy a hatchback, which I find amusing, given the success of the Mini.
Vaughn 12:45PM (6/04/2007)
To suggest that people only buy BMWs for the logo and not for the performance is absurd. They have one of the strongest enthusiast bases out there and that is for a reason. The 1 Series is a great step towards making their high performance available to more of the masses.
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Doogs 12:30PM (6/04/2007)
So we bitch and moan about cars getting bigger and heavier and more expensive and more and more laden with technology, and then we bitch and moan when someone goes and introduces a smaller, nimbler model. Huh?
Everything I've read points to the 1-Series coming over here with the same engine lineup as the 3-Series. How is there anything wrong at all with putting the NA and TT inline sixes in a smaller, lighter package?
If I didn't see kids in the somewhat near future, I'd be at my local BMW dealership right now putting my name on the list.
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Mike 12:30PM (6/04/2007)
@Paul34: "'Pure' meaning no power steering and available only in manual?"
You're kidding right? It's a BMW not a 1960's area muscle car. I think they meant 'pure' as in more pure than their other base models as in less frills and more thrills. No cushy suspension, air conditioned seats, etc. I'd expect to see this with a twin-turbo V6 option and maybe a twin-clutch automatic-manual (ie. more F1 sourced tech).
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Rocket Punch 12:34PM (6/04/2007)
As long as you realize that "Ultimate Driving Machine" is a "slogan", and not a fact. Then its all good.
BMW made good cars, but they were neither in the past nor in the present ultimate driving machines. Unless the term "ultimate" mean adding and adding more weight to the car every generation and adding more and more "technology" which costs you thousands to fix if any single one of those technology broke down after warranty.
Anyone who owns a late model BMW pass their warranty period are either rich, stupid or both.
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Steve 3:10PM (6/04/2007)
"Anyone who owns a late model BMW pass their warranty period are either rich, stupid or both."
Eh... I dunno about that. I have an e38 7 Series and had a rather large electrical problem where the inside displays wouldn't work, nor would the brake lights and highbeams. Brought it to BMW and was only charged for labor since it's out of waranty; I've looked around online and BMW have a policy to replace things, in "good faith", after warranty for only the cost of labor. You just have to be nice about it.
d2mini 1:03PM (6/04/2007)
This should be a great little car that will let more people get into a bmw now that you can't a 328 for less than 40k. But the interior looks like crap made out of crap materials. I'd much rather be sitting in an A3 or a GTI.
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mike 1:04PM (6/04/2007)
Rocket Punch: I think that I can answer your post by saying that I've had 7 used BMW's, none under warranty and I am neither rich nor stupid. They have been as reliable or more so than any other cars that I've owned. Rarely do they break and when they have they never left me stranded (ok, once about 100 yards from my house).
Where BMW earns their well founded reputation is when taking an off the dealer lot car and taking it through a road course. If you look at most all of their cars in this respect, they do outshine their competition consistently. Sure 0-60 is fun but it's not what BMW has ever been about. Driving involves turning in both directions and use of the brakes. Something many brands that claim to be great cars ignore once you pass the posted speed limit.
-M
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Paul 1:30PM (6/04/2007)
Yes, I agree that BMW has to produce something that will attract the purists that it lost when the E30 chassis ceased production. But the 1-series does not seem to be the answer. Perhaps the next-gen 1-series will.
1. Focus on simple, functional design.
2. Keep the weight down, instead of just bringing horsepower up. If that means getting rid of the multitude of airbags then so be it. Good riddance.
3. Bring back the shark look.
Otherwise, the 1-series hatch will go the way of the 3-series compact. Some enthusiasts will buy into it, but it will not have any lasting appeal.
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stretchsje 1:33PM (6/04/2007)
I'm overjoyed that BMW is bringing America a compact, rear-drive hatch. I like small, practical cars that drive well, and such cars are extremely rare in America.
However, at 3200lbs, I'm a little curious how the car has gotten so heavy. For a "pure" enthusiast car, that's damn heavy. Subaru's forthcoming STI will weigh about as much, yet comes with all wheel drive, two more doors, and more power. It too will be a hatchback and, if it's like the current model, will have a rear-wheel-drive car feel thanks to its rear torque bias. I even think the redesigned interior looks nicer in the Subaru than the BMW.
However, I'm happy to have two practical sports cars to choose from. It's about time those two terms ceased to be mutually exclusive. Now, where's the Mazda Kabura/RX-7- an RX-8 chassis, four-seat hatch sporting the 2.3l turbo engine?
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G. Snyder 1:57PM (6/04/2007)
Why are you curious about why this and every other car has gotten so heavy? Consumers demand more features and - both from a convenience and safety standpoint (the latter category is often times mandated). It is really a simple business concept - things that used to be above and beyond become expected, and the features have to be included just to be competitive. Example: BMW introduces the 1 Series with manual roll-up windows. That saves weight and cost right? Yeah....I can see the reaction.
Vaughn 6:07PM (6/04/2007)
I don't think the 1 Series hatch is even launching in the U.S.? Coupe and Convertible should be much more appealing to the eyes...
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