2 August 2011
BMW 1-Series

BMW 1-Series

1 Series boost for BMW loyalty

2 August 2011 | Six years after it first arrived in showrooms, BMW's 1 Series is still playing an important role in the company's sales success. It accounts for around 30 per cent of BMW's UK sales and for 70 per cent of buyers it is their first BMW. And once in, they tend to stay. Almost two-thirds of 1 Series hatchback owners have gone on to buy another BMW, a loyalty rate that compares well with the best in the industry.

This is expected to continue, if not improve, with the new 1 Series, on sale from September 17, said James Morrison, small car product manager at BMW UK. "We want to build on the success of the previous car so from the rear, for example, it looks similar but it has grown up, the car has matured into its second generation", said Morrison.

BMW 1-Series

He points out that the 1 Series is still the only rear-wheel drive car in its class but the main brief in the development of the new model was to address criticism of the previous one. "The rear space was too tight so we've changed that", said Mr Morrison. "Big news is that the boot gains 30 litres so it's now bigger than the boot in a VW Golf".

To create the extra interior space that first generation buyers felt was lacking, the new 1 Series is bigger than the outgoing model: it's 83mm longer, 14mm wider and the wheelbase is 30mm longer. Prices start at £19,375 for the 116i rising to £23,480 for the 120d.

BMW 1-Series
 
Websitewww.bmw.co.uk
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