• Apr 13, 2008
Marketing campaigns are always in search of a new hook, and BMW's gotten creative to help keep the 1-Series on boil. Readers of the March 24th edition of Autoweek were treated to a smattering of tiny-Roundel factoids at the bottom of the mag's pages. Some of them might be true, while others seem entirely made up. The hard facts are naturally spot-on, but subjective impressions like back seat comfort, desirability, and a link to the 2002 are all tenuous at best. The effort is charming in its cleverness, even if we're not entirely sold on the idea that we're going to regret it if we neglect to buy a 1-Series.

[Source: AutoInsane.com]


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  • 21 Comments
      • 6 Years Ago
      42 Milliseconds? Is this a subtle joke-within-a-subtle-ad? Or is the 1 series the answer to life, the universe, and everything?
      • 6 Years Ago
      I like it. It's very MINI-esque.
      • 6 Years Ago
      a used E46 is not slower than the new 1 if you get an E46 M3 (many can be had in the $20-29K range now)
      • 5 Years Ago
      Pretty creative strategy and idea on the part of BMW. In the age of Twitter, Facebook and social media/sharing sites this is just the type of strategy we'd expect from some if the major players in the automotive marketplace. Hopefully they continue to produce these "outside the box" ideas. Generating buzz, sparking controversy and putting out that link bait works in the world of online marketing!

      visible marketing @ http://www.visible.net
      • 6 Years Ago
      I thought BMWs were affordable cars for proto-yuppies back in the day? What happened?

      • 6 Years Ago
      @Dan

      First, you say that it's not lighter. Well it's actually 200 pounds lighter, which is why it's faster and more nimble.

      Second, you say it's so "TIGHT". Well below are the dimensions, the 1 Series on the left and 3 Series on the right. As you can see they 1 actually has more cargo capacity and the exact same passenger volume. I don't know how big you are, but for someone that's 6' tall and 180 pounds I fit perfectly.

      Front legroom 41.4 " 41.8 "
      Rear legroom 32.0 " 33.7 "
      Front headroom 37.9 " 38.4 "
      Rear headroom 37.1 " 36.8 "
      Front shoulder room 54.0 " 55.3 "
      Rear shoulder room 53.4 " 51.9 "
      Passenger volume 88.5 cu.ft. 88.5 cu.ft.
      Cargo capacity 13.1 cu.ft. 11.1 cu.ft.

      All of this for exactly $5,900 less and for your idea about getting a used e46, which is far slower than the 1, it's even tighter inside.
        • 6 Years Ago
        @jamie

        a used E46 is not slower than the new 1 if you get an E46 M3 (many can be had in the $20-29K range now)

      • 6 Years Ago
      hmm bmw think this car is some kind of GT-R or something good.
      • 6 Years Ago
      Zamafir,

      Mentioning the 545i makes me think of what people used to say about Caddys (and I'm now paraphrasing): "It might be an old BMW, but it's still a BMW!" A six-speed manual 545i was (and remains) a great sleeper. So too the 540i.

      This is guerilla marketing at its best. Nothing desperate about it at all. Nice job, BMW.
      • 6 Years Ago
      It's funny listening to the "BMW Guys" bash the 1 series saying that there's no savings from the 3 series. Not only is it over $5,000 cheaper, but it's faster, handles better and stops quicker. The 3 series has gotten big and fat. The 1 series is the size of the last generation 3 series, which my age group (22-30) loves. The interior dimensions on the 1 Series are barely smaller than the 3 Series and to everyone in my age group it looks a lot better. Maybe when we get old we'll want a heavier slower car that costs more, but for now we all want the 1.
        • 6 Years Ago
        no. I'm in that age group (barely) and I don't find the 1 attractive. It may be smaller than the now-bloated 3 series, but that comes at the cost of space efficiency. It's TIGHT, and the 3 is not known for its spaciousness. Smaller would be okay if it were lighter, but it's not, really. Further, for what the 1-series costs, you can step into a 3 - either a slightly less luxe brand new one, or a phenomenal E46 with a few miles.

      • 6 Years Ago
      I think BMW realizes it's going to have a hard time moving volumes on a smaller 3 series, with the schnoz of the x3, and no real savings, thus the desperate marketing campaigns.
        • 6 Years Ago
        i submit that $33k is in fact $10k less than $43k.

        (starting prices for the convertibles)
        • 6 Years Ago
        Right and the last three 128i converts I saw retailed around 40k, I'm not sure most BMW buyers purchase their cars without the luxury options most have come to expect, and the price difference between the 135 and 335 is $5,000 which might make a difference to some, but not the Bimmer owners I know, those who've added the 128 to the collection o minis, 335is, 545i (old i know) for the misses.
      • 6 Years Ago
      This teensy, almost subliminal advertising was noted by an Autoblog commenter right after the Autoweek issue came out. Dunno why it took y'all so long for you to report on it yourselves! ;)
      • 6 Years Ago
      Coincidentally that is also the number of milliseconds it takes to stop wanting one once you find out the weight, price, and that they aren't bringing the damn hatch out here.
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