I told you it grows on you. It is even more nicer in the metal.
No need for it to grow on me. I would be really happy to buy one, 128i fully loaded, silver, with M-Sport. I expect that when this goes on sale, all of the naysayers will be eating their words. Nearly all the cars it does or will compete with have awkward areas of their designs. The market seems to accept them just fine as demonstrated by their sales. I expect this car will do just fine and has a decent chance of being a home run.
Perhaps the idea of bringing it to the US will grow on BMW NA. The choice by BMW NA to not bring the F20 to the US really baffles me.
BMW would really end up owning the US premium hatch market if they brought it hear in 128i, 135i, and 123d forms. Combined with Mini sales and they would have well over half the market. With Mini, BMW effectively revealed the market that was already there. Why is BMW so afraid of the US market?
If you're in the market here for a premium hatch, not an SUV, you have these options here:
- Audi A3 2.0T/TDI
- BMW - ?
- Lexus - CT200h
- Mercedes - upcoming A-Class (which they intend to bring to the US)
- Mini Cooper / Clubman in all variants
- VW GTI - heavily optioned
- VW Beetle 2.0T/TDI - heavily optioned (VW intends to compete with Mini here)
- Volvo C30
One thing you notice immediately is that they are all FWD, except a select few which come in 4WD as well. My rough number is that this market is just shy of 150,000 cars a year in the US.
If BMW were to sell the F20 1er hatch here they would certainly capture some sales from the competition. BMW might cannibalize some sales from the X3, but with a starting price of $36,750, I would argue that would likely not be significant. They might cannibalize some sales from Mini, but I would think that would be only in the case of the 4-door hatch as Mini's 4-dr is the Countryman. Mini customers are not BMW customers.
But what I really think would happen is that they would
grow the market by 10,000 cars a year and steal sales from their competition. This would be because their product in the market would be unique;
RWD/xDrive, premium, performance oriented, and if they bring the 123d, able to compete head to head with premium hybrids. This would mean around 15,000 cars sold per year in the US. Is that unrealistic? I think it is the right ballpark. BMW is certainly selling lower volume vehicles here in the States. Why not this car. Is this number enough to bring it to the US?
How is BMW planning to differentiate the upcoming FWD 1-series (F.A.S.T. or 1-GT) from this F20 1er hatch in the markets where they will be sold together? Why wouldn't that differentiation and segmentation work in the US (since BMW has already said they will bring those cars here)?
Scott, I'd appreciate answers to these questions. Thanks.