1 Series [Official] BMW 1 Series Sedan [Chinese Market Exclusive]

[Star&Car]

The X3 may have to contest that.

If you meant the current generation X3,I agree.I like the first generation X3 though.

 

[SCOTT27]

CASE DESCRIPTION
How could we launch the all-new BMW 1 Series in China by targeting a hyper-diverse post-90 generation?

Youngsters in China don’t want to be categorised anymore. They may be part of the same generation, but are very proud to be different from each other.

That’s why we launched “My Style, My Speed”.

One powerful message that gives anyone the freedom to find his/her individual driving pleasure with this car. We kicked off the campaign with “Project 1”, a digital content microsite, and hand-picked a few KOLs to feature in viral videos based on the interests of our audience: technology, fashion, gaming, NitroHeads, etc. We then made the BMW 1 Series available for pre-order on Tmall, the youngsters’ favourite e-shop. This exclusive stunt was a real premiere; the first time anyone could buy a new BMW on this platform.

To bring the concept of the “My Style, My Speed” to an even wider audience, we launched a high-octane TV commercial and vibrant print ads to highlight the car’s sportiness and the target audience’s desire for individuality.

We also collaborated with VICE China to feature Alexander Wang and highlight the BMW 1 Series’ aesthetics. This generated even more curiosity amongst China’s leading fashionistas and kept the car top-of-mind for months after launch.

The effect?
The “My Style, My Speed” campaign ensured that BMW remained the first choice for youngsters wanting a performant car that allows them to express themselves.

by Mark Tisshaw
23 November 2017

What is it?
The BMW 1 Series is going front-wheel drive in 2018, when the third-generation model is launched. But in China, that’s already happened; the 1 Series saloon built and sold in that country as part of a joint venture with Brilliance is blazing a trail for the front-wheel-drive 1 Series.

This then, is a flavour of what to expect in Europe from next year, because BMW will not sell the 1 Series saloon in Europe however nicely you might ask through fear of stealing sales from the more profitable 3 Series saloon.

The 1 Series saloon’s UKL underpinnings are shared with the 2 Series Active and Gran Tourer models, as well as the current Mini line-up. So its chassis is a known quantity, as are the purely petrol turbo engines in the range, including the three-cylinder 1.5 in the 148bhp 118i and the four-cylinder 2.0 in the 189bhp 120i and 228bhp 125i we’re testing here.

What's it like?
Smart looking, isn’t it? Size-wise, the 1 Series saloon closely matches the old E30 3 Series. Its proportions are nice, and it looks a lot less ungainly than the current 1 Series hatchback for its switch to a transverse engine layout, something previously unthinkable from BMW.

The benefit of that layout is chiefly around interior packaging in making the cabin more spacious, particularly for rear passengers, something so important to maximise for Chinese customers. They’ll be satisfied.

They’ll also be satisfied with the way it drives. What this 1 Series may lack in old-fashioned purity, it more than makes up for it with engagement, as our brief test drive around a test track in China proves.

It feels more agile and lighter on its feet than the current 1 Series hatch, with none of the stodginess in the handling. Turn-in is sharp; there's a strong willingness to change direction. The layout just feels better suited to a car of this size – or rather, BMW has executed it a lot better than with the current model, no matter which wheels are being driven.

The engine is a lovely thing, too: willing to be revved, yet refined with it, and working well with the smooth eight-speed automatic gearbox to allow the driver to access its broad performance range.

Should I buy one?
This’ll have to be a verdict with large number of qualifications, given how limited the test route was and what the car was actually exposed to. Oh, and remember, you can’t even buy one here.

But it’s good, really good, the test having more than enough merit in serving as a rather tasty appetiser to the next 1 Series. On this evidence, BMW is on to a very good thing.

BMW 125i saloon

Where Guangzhou, China On sale na Price 204,800 RMB (£23,300) Engine 4cyls, 1998cc, turbo, petrol Power 228bhp at 5000rpm Torque 258lb ft at 1250rpm Gearbox 8-spd automatic Kerb weight na Top speed 155mph 0-62mph 6.8sec Fuel economy 44.1mpg (combined) CO2, tax band 152g/km, 29%

BMW 1 Series saloon 2017 review | Autocar

 

[Betty Swollocks]

BMW 1 Series saloon 2017 review | Autocar

Rules & Guidelines | GermanCarForum

1. No link dumping. Do not create posts with nothing but a link. For example, if you are going to link to a news article, add an image and/or provide a decent summary of it.

 

[mini_cooper4]

Pure Brilliance !!!!

 

[CrunchSlaughtered]

It feels more agile and lighter on its feet than the current 1 Series hatch, with none of the stodginess in the handling. Turn-in is sharp; there's a strong willingness to change direction. The layout just feels better suited to a car of this size – or rather, BMW has executed it a lot better than with the current model, no matter which wheels are being driven.

I would expect to read such a review in "Cosmopolitan" magazine, written by the editor responsible for high heel shoes, but not in a car magazine like "Autocar". The current generation 1 series is a future legend and the Mini platform can never get close to it.

 

[hovabongZA]

I would expect to read such a review in "Cosmopolitan" magazine, written by the editor responsible for high heel shoes, but not in a car magazine like "Autocar". The current generation 1 series is a future legend and the Mini platform can never get close to it.

Completely agree

 

[Matski]

Pure Brilliance !!!!

I see what you did there

 

[Betty Swollocks]

@klier, how can you disagree with a statement of fact? You can disagree with the rule, but you can't disagree with the fact that the rule is there!

 

[klier]

Rules & Guidelines | GermanCarForum

1. No link dumping. Do not create posts with nothing but a link. For example, if you are going to link to a news article, add an image and/or provide a decent summary of it.

Relax will ya? He obviously didn’t just link dump...

As for the car... goddamn I need to erase it from my memory and never visit this thread again.

 

[klier]

@klier, how can you disagree with a statement of fact? You can disagree with the rule, but you can't disagree with the fact that the rule is there!

I agree with the rule bit he didn’t just post a link as you can see. He posted pics, bolded specs, and added text.

I would expect to read such a review in "Cosmopolitan" magazine, written by the editor responsible for high heel shoes, but not in a car magazine like "Autocar". The current generation 1 series is a future legend and the Mini platform can never get close to it.

Amen. Car journalists are quite disgusting these days.

 

[Betty Swollocks]

Relax will ya? He obviously didn’t just link dump...

What is there now is fine, but it wasn't like that originally.

I agree with the rule bit he didn’t just post a link as you can see. He posted pics, bolded specs, and added text.

They weren't there yesterday and have only just appeared, added, I assume, by a mod.

 

[klier]

Ok then. Because I didn’t see an edit stamp in the lower right corner.

I have removed the disagree.

 

[Betty Swollocks]

Ok then. Because I didn’t see an edit stamp in the lower right corner.

I assume it's a mod who added the photos and text. Or, as he's a "contributing member", he may be able to edit without it being stamped?

 

[SCOTT27]

I posted the link as I was taking my family out for dinner and fixed it when I came back.

 

[Rolf]

Have BMW released any pics of the interior and dash? Im interested to see if they have followed the look of the 5 series

 

[Matski]

Have BMW released any pics of the interior and dash? Im interested to see if they have followed the look of the 5 series

There's plenty of images on bmw.com.cn

 

[Monster]

Meanwhile in China.... If you guys want me to take more photos I can, in person the car looks horrible. Disregarding this customised car...

 

[CrunchSlaughtered]

Meanwhile in China.... If you guys want me to take more photos I can, in person the car looks horrible. Disregarding this customised car...

The fact that BMW just started to export this car to Mexico, IMHO means that they can not sell all the produced cars in China. And they are not produced in big numbers, something like 3500 per month. This should be quite a flop.

 

[Monster]

The fact that BMW just started to export this car to Mexico, IMHO means that they can not sell all the produced cars in China. And they are not produced in big numbers, something like 3500 per month. This should be quite a flop.

So far in my two weeks in Shanghai, I saw five 1 series sedan in total....compare to hundreds of 3 and 5 series

 

[Matski]

If you guys want me to take more photos I can

I'd rather not see modified cars, but I would actually welcome more F52 photos.

The fact that BMW just started to export this car to Mexico, IMHO means that they can not sell all the produced cars in China. And they are not produced in big numbers, something like 3500 per month. This should be quite a flop.

I don't see the logic in your reasoning. BMW/BBA would not be increasing their manufacturing footprint in China at Dadong if they were struggling to shift their total output... sure if Mexican models start turning up that have Chinese localisation, then you can say BMW/BBA are trying to shift surplus manufacturing output... it seems far more likely to me that BMW are simply looking for growth markets for one of their cheapest products. Not sure on the timeline but I might expect to see exports to a couple of other BRIKT nations also.

I'm not saying it's going to be a massive seller, but if we use the A3 as a benchmark (the only one with easy data), the F52 sells about half the number of A3 Sportback and Sedan in China... but then the F52 has no model to compete with the sportback model (which is globally the best selling A3 variant), A3 has also had ~3 more years on the market.

It could also be to foreshadow the new Mexican plant. Creating demand for a 1er sedan in Mexico means they could locally produce it when the Potosi plant opens.