BMW 1 2004 Review

A hard summation, perhaps – but true. The brand's entry-level 1 Series will not drive by unnoticed.

Like the controversial 7 Series limousine before it, the 1 Series demands debate and is odds-on to polarise public opinion.

BMW stylist Chris Bangle has created a kaleidoscope of concave and convex lines which is far from easy on the eye. Many punters will hate it on sight. No one will sit on the fence. The car will be judged either a beauty or a beast – with no opinion in between.

But BMW is confident sufficient numbers will get over the shock treatment and take the One for a drive.

Some short time later, the car designed to shape the luxury car maker's future will prove its point.

It is different – because its makers wanted it to be. But only in exterior looks. When it comes to judging driving dynamics and sophistication, one has to conclude the car is a genuine BMW in every sense.

It is no pocket rocket – to the point that many would-be buyers will be disappointed the new affordable Beemer is not a real goer.

But it is a smooth, agile and highly sophisticated performer which deserves to wear the Bavarian badging.

With a price starting just under the $40,000 mark, the 1 Series looks capable of luring a new generation of buyers to the brand's nursery.

And that is what it is all about.

So any comparison with Audi's elegant, yet conservative A3 or the Mercedes-Benz swish new A-Class is pointless.

The 1 Series is a one-out design which does not mind frightening half the punters so long as it sells to the other half.

Australia will get two Ones, both running two-litre engines.

The more powerful of the two, the 110kW 120i, was the only one available at the world launch in Munich.

The 95kW 118i is the sub-$40,000 model and that will not arrive in Australia until early next year.

One is left wondering that if the 120i is a little wanting in the power department, what will the new-age upwardly mobile make of the lesser 118i?

The other problem is how the 1 Series will fit alongside the 1.8-litre 316i 3 Series, priced from $43,869.

Unlike BMW's last entry-model milestone model – the rather basic two-door 318i which was a sales sensation when it arrived in 1980 – the 1 Series comes with a high level of standard kit.

That includes stability control and most of the hi-tech equipment of the 3, 5, 6 and 7 Series line-ups.

The cabin is true to the brand – sporty and comfortable, with everything to hand.

BMW's controversial iDrive one-button-works-all system will be available, but only with satellite navigation as an extra-cost option at around $2500. Add that to the likely price of the 120i of $44,000 and the bottom line begins to soar.

But never underestimate the strength of the BMW badge.

Now for the first driving impressions. Remember, only the 120i – was available for test. The tight, precise feel of the car underscores the fact this is a blue-blood BMW. That is beyond doubt.

Then the wondrous integrity of the new suspension gives one a secure feeling.

But the overwhelming element is the insulation factors of the car, which successfully shut out road and mechanical noise and vibration. The engine is fairly willing, accelerating from standstill to 100km/h in 8.7 seconds and taking a tick under that time to progress from 80km/h to 120km/h.

Under full load, the engine remains smooth. It is just that BMW stock-in-trade is unbridled performance – certainly to those of us privileged to get behind the wheels of the brand's quick machines on a regular basis.

BMW makes much mileage out of its front engine/rear axle drive configuration – taking a swipe at the Audi A3 and Alfa 147 which it sees as the main competition.

While the One drives and rides totally proficiently, it is not a hot member of the stable.

This will come later when an M version joins its lesser siblings.

But it will be interesting to see what the younger potential buyers make of the One.

Baby is the bait

BMW is looking to sell 100,000 1 Series a year globally – and it will probably hit the mark.

But the car's greatest strength lies not in what it has on offer in its initial line-up.

No. The value of the One will be giving newcomers to the brand a taste of what is available higher up the scale.

So as 1 Series sales rise, look for a lift in 3 Series sales.

The One is the lure. The Three is the real deal.