The new 1 Series (or 1 Series facelift to be precise), has already grown on us to the point where it’s no longer lagging so far behind the Mercedes A-Class in terms of styling.
Sure, the A-Class still wins, but it’s not a blowout. As for the Audi A3, we could go either way, depending on how well they’re “dressed”.
There’s no question that the 1 Series is “Pure BMW“, as the TV spot concludes. And of course they had to use one in M Sport trim, otherwise it wouldn’t have looked this good. While we still think they could have worked even harder on the headlights and the taillights (making them a bit smaller and more aggressive), it’s too late now for any other changes.
What this ad might remind you of is just how popular the premium compact segment is throughout Europe. We dare you to walk around any major city in western Europe without realizing how well these cars are selling and how much people (and young people in general) appreciate them.
The BMW 1 Series works best as a city car but it can handle the occasional long distance cruise rather well – as long as you don’t need to fit lots of people with lots and lots of baggages. Of course, you can say the same for the A-Class and the A3, or any other Golf-sized hatchback.
Something we really like about the 1 Series (and BMW in general) is that all of their engines are very good, even entry-level units. What this means is that you can save some money and go for a less powerful version which will still offer sufficient performance. Afterwards, you use that money and get some of those optional extras such as the M Sport kit inside and out, 8-speed automatic transmission and anything else you may want.