For those that like practicality and performance in equal measure, the new 1 Series - available as a three-door or five-door hatchback - now comes with the sort of interior trim, instrumentation and connectivity more closely associated with larger German executive cars.
There's a new dashboard layout created to give the feeling of greater space as well as quality. The seats get optional leather trim and the full iDrive package of infotainment and services - including live traffic alerts, parking reservation and email and calendar management is now available either as standard or an option depending on the model.
The 1 Series is unique in that it's the only compact premium hatchback on sale anywhere in the world that comes with driver-focused rear-wheel drive as standard. And as fun as that can be, if buyers want their 1 Series to really deliver in terms of exterior style and performance, they'll have to plump for the top specification M140i.
It pairs a 3-litre, straight-six turbocharged 340hp engine with some unique sleek exterior details including black contoured headlamps and kidney grille treatment, tinted rear light clusters, a black exhaust tailpipe and 18-inch alloy wheels.
Unlike its hatchback sibling, the 2 Series, whether in coupe or convertible guise, already looks sporty regardless of drivetrain option, and for the new model year, BMW is tweaking the car's nose for a more aggressive look achieved with a wider kidney grille, more angular headlamps and bigger front air intakes. There are new one-piece LED taillights too to complete the look.
Inside, the 2 Series gets the same instrument and trim upgrades found in the 1 Series, while in terms of performance, BMW has decided it's a good idea to offer XDrive intelligent four-wheel drive as an option for those considering either the 3-litre (M240i) variants for even greater control.
The new 1 Series and 2 Series will go on sale in July.
According to Bloomberg, BMW is pleading for patience as it invests in beating back Mercedes-Benz, promising a deluge of new models and a future of electric robocars.
While the costs of revamping BMW’s aged lineup and developing future technologies are weighing on profits now, the Munich-based carmaker is prioritizing the long-term race to win over a new generation of customers, according to the company’s first-quarter financial report today.
“Short-term gain is not the decisive factor for us: we remain focused on sustainable, profitable growth,” chief financial officer Nicolas Peter said in a statement, noting that spending on new versions will continue to climb this year.
BMW’s resolve to fight back became evident in March, when BMW chief executive officer Harald Krueger promised the biggest product offensive in the company’s history. The plan includes the X2, a compact sport utility vehicle scheduled for 2018, as well as the full-size X7 SUV. The company’s new flagship, the electric self-driving iNext is due out in 2021.
Selling more of the lucrative SUVs and top-of-the line sedans - alongside the bread-and-butter 5 Series - is vital as the manufacturer aims to boost profitability and raise funds for the next generation of vehicles.
Unlike its competitors, BMW has chosen to add electric powertrains to existing models rather than design specific electric cars. Krueger says that approach puts BMW in a good position to react to changes in demand, as consumers to date haven’t shown much enthusiasm for the greener rides.
“We continue to chart our own course,” Krueger said in the statement. “Our goal is clear: to be the technology and innovation leader in mobility.”
