It is precisely the less than enthusiastic response the U.S. market gave the brand's 1995 through 1998 compact hatch that is causing BMW executives indecision regarding the 1-Series. The 318ti featured then current E36 3-Series architecture up front, and the less sophisticated previous generation E30 semi-trailing arm suspension at the rear, that it also shared with the Z3 roadster. It was a reasonably decent performer nevertheless, yet its ho-hum styling and cheap-looking one-piece plastic dash never caught on in the land where bigger is better.
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| After the cold reception North American buyers gave the 318ti, BMW is understandably cautious about bringing the 1-Series across the Atlantic. (Photo: BMW Canada) |
The 1-Series, however, looks to be more dramatically designed, which should bode well for its future in all markets. After all it's a compact, a segment of the market that begs for creativity. The midsize sedan market, on the other hand, includes cars that are traditionally more conservative than either top-line models or entry-level vehicles, both which regularly seem to attract buyers attempting to make a statement about their success or upwardly mobile progression.
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| The 1-Series looks bold, and if it does come to U.S., expect it to be offered with at least one of BMW's inline 6-cylinder engines. (Photo: BMW Canada) |
Purves also made comments that suggest if a 1-Series does come to the U.S. it will feature at least one of the brand's inline 6-cylinder engines, being that, in the opinion of BMW executives, four-cylinder engines wouldn't measure up to the automaker's North American performance image.
U.S. bound or not, the 1-Series will begin selling in European markets this coming fall, the reason for the early release of the photos. The photos also come out when new car buyers are considering purchasing new compact offerings from Mercedes-Benz and Volvo, as well as Volkswagen's much maligned Golf V, that is reportedly starting to sell better now than in previous months, and Mazda's popular new 3. While not all vehicles on this abbreviated list pose a direct threat to the Munich, Germany based automaker within the "compact executive segment," as BMW coins it, the 1-Series will compete at its lowest level with some less prestigious models' top-line trim levels.