The cheapest model in a prestige car maker’s line up is often the most important. It is invested with the responsibility of delivering the company pitch, articulating its ‘mission statement’, defining the very essence of the brand not to the few, but to the many. It creates an important gateway. Customers from less badge-conscious marques either decide to walk through or stick with the mainstream.
Little wonder, then, that the BMW 1-series is such a good car: it can’t afford not to be. The task of creaming business from mass-market stalwarts such as VW and Ford has never been harder. You could argue that with its controversial design and compromised packaging, the One isn’t exactly making life easy for itself. BMW says that, on the contrary, these are part of what makes the 1-series interesting. And it’s a conceit you feel inclined to indulge because, quite clearly, the car has been engineered to connect just as vividly and immediately with a keen driver’s pleasure centres as the 3-series and 5-series. If BMW had to present the 1-series as the sole example of what it does, it wouldn’t be found wanting.
Except, perhaps, in one rather ironic respect: satisfaction under the bonnet. It isn’t that BMW hasn’t covered most bases with its entry-level offering. Just a little odd that, so far, the biggest performance hit is provided by a diesel (the 120d – 163bhp, 250lb ft, 137mph, 0-62mph 7.9sec) and that the most muscular petrol-engined version (120i – 150bhp, 148lb ft, 135mph, 0-62mph 8.7sec) falls frustratingly short of feeling truly sporty, despite posting reasonable figures. It’s telling, too, that comfortably the best-selling 1-series to date is the comparatively meek 115bhp 116i, which suggests that owning a BMW for the least cash is a more powerful urge than upgrading to the somewhat so-so 120i given the price difference: £15,690 versus £18,320.