Filed under: Convertibles, Coupes, Marketing/Advertising, BMW
2008 BMW 1-Series are special, receive engraved start-stop buttons
Europeans have been privy to luxury small cars for decades, but since gasoline has always been much cheaper here in the States, we've been stuck with mostly unathletic luxury barges. Three dollar per gallon gasoline is changing that paradigm quickly, and smaller high-end vehicles are finally hitting our shores. Perhaps the most highly anticipated one is the BMW 1-Series, with its well-known brand pedigree and the same engines found in the 3-Series.
BMW is pulling out all the stops to ensure that the 1-Series coupe and cabriolet are successful in the US, and the marketing push reaches all the way to the stop-start button. To commemorate the beginning of the 1-Series, BMW is engraving each and every stop-start button with "Year One of the 1". The phrase pretty much says it all, and enthusiasts waiting in line for the spry little Bimmer are probably already committed to buying the smallest RWD vehicle in America with or without the special message. We're looking forward to taking a 135i out on public roads, and we'll let you know if we actually notice the forgetful little phrase embedded into the overplayed stop-start button.
[Source: CarScoop]
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Reader Comments (Page 1 of 2)
Jay Tea 11:13AM (11/09/2007)
"buying the smallest RWD vehicle in America"...
uh.... that'd be the Lotus Elise, NOT the 1-series. Frankly I really wanted to have a 1-series until I found out how heavy it is.
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Jack Wei 1:14PM (11/09/2007)
The Smart Car is RWD, is that available in the US yet? If it is then I believe that would be the smallest RWD car. Motor bikes are RWD as well so they are probably the smallest RWD "vehicle" in the USA... or maybe a bicycle! haha
Jeff 1:42PM (11/09/2007)
Not to mention the Pontiac Solstice, Saturn Sky, Mazda Miata, Porsche Boxster, Porsche 911, etc.
Zane 3:38PM (11/09/2007)
@Jeff:
The Boxster and 911 are definitely bigger than the 135i.
why not the LS2LS7? 5:34PM (11/09/2007)
The 911 is longer than a Corvette!
Justin 11:19AM (11/09/2007)
right--the elise, or the MX-5, or the solstice/sky...and others. Doesn't sound like this blogger knows much about cars...
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robotrock 11:19AM (11/09/2007)
funny, the same goes for the US...
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speedball3 11:24AM (11/09/2007)
Yeah, the 1 series is disappointing.... only ~160 lbs (don't remember actual specs) lighter than a 335i coupe. And at 35k? No thanks. In order for this thing to really make waves, the 135 would have to be priced at 30k (MSRP). That would make almost all current sports coupes (350z, RX8, G37) recoil in fear and try their hardest to play catchup. As it stands now, the 135 might as well be another car in the 3-series lineup. Boring.
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k0an 11:28AM (11/09/2007)
speedball3 - well said.
Submitter needs to stop drinking the Kool-Aid.
compy386 11:40AM (11/09/2007)
Glad I'm not the only person that hates this thing. It's horribly cramped, looks ugly, and isn't really all that lighter. It's like they took a 3 series and said "Hey, how can we make this less comfortable."
SOhp101 2:39PM (11/09/2007)
Completely agree. The 1 series is a complete disappointment. They should have just made it much lighter and put in their smaller engines so it wouldn't have cannibalized on their 3 series sales.
Russell 11:33AM (11/09/2007)
Another Z3 attempt in a form of 1-series.
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why not the LS2LS7? 11:53AM (11/09/2007)
With 3 dollar per gallon gas, I would think people might head toward a small car available with less than a 3-liter V6 in it.
This car exhibits no frugality at all.
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Dan Parmelee 12:03PM (11/09/2007)
I've seen BMW 1's out on the roads here in southern AZ for sometime now -- they all have Mexican license plates. Sharp-looking car for sure, it's a real head-turner in person.
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Alex Valentine 12:12PM (11/09/2007)
A 35k 2008 BMW that does 0-60 in under 5 seconds, Sold!
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cheezwiz 12:38PM (11/09/2007)
I was really on the fence about buying one before I found out about engraved start buttons. That clinches it...
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RobR10 1:02PM (11/09/2007)
Doesnt anytone think this car is terrible ugly. The design is aweful, front end has huge oversized bug eyed head lights. The rear of the car... dont get me started. So now they add a push start button... ok so does a camry and altima.. big deal. The engine is what really is nice everything else, not so much.
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neil 1:11PM (11/09/2007)
Haven't really read up on the car, but will the Turbo Diesel be available. The 2.0L 204hp diesel sounds good. My parents 2004 or so 125D pulls like a freight train.
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LloydChiro 5:45PM (11/09/2007)
LOL!
This kind of marketing is for the godless people who are against Allah.
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Calguy 10:31PM (11/09/2007)
The 1-Series seems cool, till you realise it's pretty much going to get about 15-16 mpg city.. then it seems grim. Too, too bad we're stuck with the 6 cyl. It's a great engine but there are better, more effecient powerplants for a car this size.
PS- Gas for 3 bucks a gallon? That's a STEAL. For this car which will definitely specify premium unleaded that'll be over $4.00 a gallon.
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