Thursday, March 10, 2005
BMW
BMW has finally filled the only serious gap in its product portfolio. The thinking behind the new 1-Series appears to be based on a marketing premise that customers are prepared to trade up in terms of brand even if it means trading down in size and segment. Ken Rogers reports...
Speaking at the 1-Series press launch in France, product manager Chris Park graciously acknowledged a recent comment that the 1-Series was perhaps the 'most important small car in the past thirty years' - but suggested that it might be more appropriately described as the most important premium small car. Car rental uk.
Size-wise, 1-Series slots into the large C-segment, parked amongst the Golfs and Astras. But in marketing terms, as a BMW it is pitched more squarely against the likes of the AUDI A3, Mercedes A-Class and even the less expensive - but arguably more stylish - Alfa Romeo 147.
Its driver-appeal is considerable. Unique for its segment, it has its rear wheels driven, rather than those at the front and the engine is mounted well back in the chassis 'north-south' rather than 'east-west'. Careful packaging - for example, the battery is beneath the boot floor and there is no spare wheel - enables a near perfect 50:50 weight distribution. This is an important contributory factor to the beautifully balanced handling and very sharp steering response. A slight heaviness at parking speeds is soon accommodated and forgiven. Car rental uk.
Ride quality is on the firm side - partly due to the relatively inflexible side-walls of the low-profile run-flats - but not to the extent that it would seriously spoil even a sedate driver's enjoyment of the car.
So, driveability is undeniable, but it must be said that the styling is rather more controversial. Of course, style is a subjective matter and what some people may interpret as 'character' or 'presence' others will not. For example, the sculpted line near the base of the door edges and the 'concave' top edge of the sill itself give a simultaneous up-tilted effect to both the front and rear ends, which is not to everyone's taste. Car rental uk.
BMW seeks a higher percentage of women customers for its products with the launch of 1-Series. Currently, it enjoys a 21 per cent take-up of female customers, whereas it would like that figure to be closer to the 35 per cent that Audi claims. The target for 1-Series UK sales over the remainder of this year is around 5,500, with 17,000 throughout 2005. Around 30 per cent of those totals will be fleet purchases, predicts the company.
Top sellers, says BMW's Chris Park, will be the diesel-powered 120D and the petrol-fuelled 116i. As is so often the case these days, the diesel impresses more than the petrol-powered version. The 120D especially drives better, is more economical, is just as refined, is Euro 1V compliant - and is well worth the £530 price premium over the 116i. Its price may be higher but the company car driver will benefit from a much more favourable tax loading. Car rental Uk.
From launch (September 18th), there are four engine options beginning with the entry-level, 115bhp, 1.6-litre petrol unit in the 116i and the 150bhp, 1.6-litre unit for the 120i. Two diesel engines are offered, a 122bhp, 2.0-litre unit in the 118d and the superb 163bhp, 2.0-litre for the range-topping 120d. The entry-level 116i has a 5-speed manual gearbox, while the rest of the range has 6-speeds. Buyers of the 120i and 120d can also specify a 6-speed automatic gearbox with steptronic selection.
Prices start at £15,690 for the 116i rising to £20,700 for the 120d Sport. Throughout the range, ABS, Dynamic Stability and Traction Control are standard as is Cornering Brake Control and a Tyre Puncture Warning System. Six airbags are also standard, as are ISOFIX child seat restraints.
The interior is efficient but unexciting. Everything is in the right place, but the cockpit lacks the quality feel that oozes from other segment-competitors such as the A3 or Golf. Rear compartment accommodation is adequate but not exceptional - and boot space is moderate. However, there are a great many potential customers out there for whom the appeal of that blue, back and white segmented disc on the bonnet will be irresistible, for its own sake...
FW OVERVIEWAn inspiring car to drive, but subjectively less inspiring as a style statement - despite that charismatic badge on the bonnet. The 120d is the version to go for. The smooth and torquey diesel unit delivers deceptively potent performance together with class-challenging economy, refinement and eco-friendliness.
Speaking at the 1-Series press launch in France, product manager Chris Park graciously acknowledged a recent comment that the 1-Series was perhaps the 'most important small car in the past thirty years' - but suggested that it might be more appropriately described as the most important premium small car. Car rental uk.
Size-wise, 1-Series slots into the large C-segment, parked amongst the Golfs and Astras. But in marketing terms, as a BMW it is pitched more squarely against the likes of the AUDI A3, Mercedes A-Class and even the less expensive - but arguably more stylish - Alfa Romeo 147.
Its driver-appeal is considerable. Unique for its segment, it has its rear wheels driven, rather than those at the front and the engine is mounted well back in the chassis 'north-south' rather than 'east-west'. Careful packaging - for example, the battery is beneath the boot floor and there is no spare wheel - enables a near perfect 50:50 weight distribution. This is an important contributory factor to the beautifully balanced handling and very sharp steering response. A slight heaviness at parking speeds is soon accommodated and forgiven. Car rental uk.
Ride quality is on the firm side - partly due to the relatively inflexible side-walls of the low-profile run-flats - but not to the extent that it would seriously spoil even a sedate driver's enjoyment of the car.
So, driveability is undeniable, but it must be said that the styling is rather more controversial. Of course, style is a subjective matter and what some people may interpret as 'character' or 'presence' others will not. For example, the sculpted line near the base of the door edges and the 'concave' top edge of the sill itself give a simultaneous up-tilted effect to both the front and rear ends, which is not to everyone's taste. Car rental uk.
BMW seeks a higher percentage of women customers for its products with the launch of 1-Series. Currently, it enjoys a 21 per cent take-up of female customers, whereas it would like that figure to be closer to the 35 per cent that Audi claims. The target for 1-Series UK sales over the remainder of this year is around 5,500, with 17,000 throughout 2005. Around 30 per cent of those totals will be fleet purchases, predicts the company.
Top sellers, says BMW's Chris Park, will be the diesel-powered 120D and the petrol-fuelled 116i. As is so often the case these days, the diesel impresses more than the petrol-powered version. The 120D especially drives better, is more economical, is just as refined, is Euro 1V compliant - and is well worth the £530 price premium over the 116i. Its price may be higher but the company car driver will benefit from a much more favourable tax loading. Car rental Uk.
From launch (September 18th), there are four engine options beginning with the entry-level, 115bhp, 1.6-litre petrol unit in the 116i and the 150bhp, 1.6-litre unit for the 120i. Two diesel engines are offered, a 122bhp, 2.0-litre unit in the 118d and the superb 163bhp, 2.0-litre for the range-topping 120d. The entry-level 116i has a 5-speed manual gearbox, while the rest of the range has 6-speeds. Buyers of the 120i and 120d can also specify a 6-speed automatic gearbox with steptronic selection.
Prices start at £15,690 for the 116i rising to £20,700 for the 120d Sport. Throughout the range, ABS, Dynamic Stability and Traction Control are standard as is Cornering Brake Control and a Tyre Puncture Warning System. Six airbags are also standard, as are ISOFIX child seat restraints.
The interior is efficient but unexciting. Everything is in the right place, but the cockpit lacks the quality feel that oozes from other segment-competitors such as the A3 or Golf. Rear compartment accommodation is adequate but not exceptional - and boot space is moderate. However, there are a great many potential customers out there for whom the appeal of that blue, back and white segmented disc on the bonnet will be irresistible, for its own sake...
FW OVERVIEWAn inspiring car to drive, but subjectively less inspiring as a style statement - despite that charismatic badge on the bonnet. The 120d is the version to go for. The smooth and torquey diesel unit delivers deceptively potent performance together with class-challenging economy, refinement and eco-friendliness.
# posted by Liz Laurie @ 2:58 AM 
