BMW 1 Series unrivaled in premium compact class

BMW’s 1 Series, launched back in 2004, has been leading the global market for premium compact vehicles. The first generation, ranging from hatchback styles to coupes and convertibles, has sold more than 1.5 million units globally.

BMW Korea, the Korean unit of the German luxury carmaker, recently announced the arrival of the second generation 1 Series here.

According to the carmaker, the new offering from BMW combines improved power and efficiency and also boasts an unrivalled amount of space, outperforming other cars in its compact class. 

For the Korean launch, a total of six rear-wheel models, consisting of the five-door hatchback lines Urban and Sport, are introduced.

The new generation is the only compact model that reassures the 8-speed automatic transmission that enables faster gear conversion, reduces fuel consumption and lowers background noise.

It is also equipped with BMW’s “EfficientDynamics” technology package ― the culmination of the carmaker’s technical prowess that reduces fuel consumption while maximizing driving pleasure.

The Auto Start Stop function turns off the engine each time the vehicle comes to a complete halt such as at traffic lights and restarts it automatically, while the Eco Pro Mode enables customers to reduce fuel consumption up to 20 percent. 

As the result, the technology package gives the new 1 Series the highest fuel efficiency in the Korean market. The fuel efficiency is 18.7 kilometers per liter for the Urban line and 18.5 kilometers per liter for the Sport line.

Optional features maximizing the premium value of the new 1 Series include the Dynamic Traction Control that allows more wheel slip and thus a more dynamic driving style with higher wheel traction, and the Dynamic Stability Control that increases safety by facilitating vehicle control even in adverse driving conditions or on tough surfaces.

Other options are side mirrors with integrated indicator lights, an automated glass roof, LED rear lights, parking assistance alarm, voice control and a multi-function steering wheel.

The BMW’s “kidney” grilles on the front of the car are tailored to each line’s image. The Urban line has typically BMW chrome grilles with white sides to the bars. The Sport line has a gleaming black grille to give it a dynamic image.

Interior lamps in different colors also create changing mood lighting, with options of blue and orange.

Being 85 millimeters longer than its predecessor, the new 1 Series delivers a perfect 50-50 weight balance and give an additional 21 millimeters leg room in the back seat.

Prices range from 33.9 million won ($30,681) to 46.8 million won, depending on specs. It is the first time for BMW Korea to introduce cars in the 30 million won range, outside of its Mini brand cars.

“We aim to sell 200 units of the 1 Series this year and 3,000 next year. We have high expectations that the new 1 Series will give new breath to the premium compact car market,” said BMW Korea CEO Kim Hyo-joon.

With the domestic compact car market heating up with new models introduced by local carmakers recently, industry watchers say the entry of BMW cars will further fuel the competition.

“Based on its price competitiveness, the 1 Series is expected to appeal to younger drivers for their entry cars,” said Kim Pil-soo, professor of automotive studies at Daelim University College.

By Lee Ji-yoon (jylee@heraldcorp.com)