10,000 to 1: BMW Celebrates 1 Series Milestone in Australia

MULGRAVE, AUSTRALIA – March 10, 2009: Dubbed ‘the one for drivers’ when it arrived in October 2004, the BMW 1 Series was created to introduce premium quality and unmatched driving dynamics to a younger audience.

An immediate hit with customers, sales of the BMW 1 Series outstripped initial expectations. Sales in the first five months topped 700 units and in the first full year on sale deliveries exceeded 2,000 units. Fast forward to 2008 and sales reached a total of 3,124 units for the year, representing a 75 per cent increase on the year before.

In February 2009, the sales success of the dynamic rear-wheel drive BMW culminated in the delivery of the 10,000th 1 Series model in Australia.

“The BMW 1 Series introduced BMW’s ‘Ultimate Driving Machine’ credentials to a new, broader marketplace and younger audience,” said Tom Noble, General Manager Marketing, BMW Group Australia.

“The 1 Series offered drivers the unique proposition of a front-engine rear-wheel drive car with the day-to-day benefits of a compact hatchback. This potent combination set it apart from class rivals, providing unmatched driving dynamics, in part thanks to its near 50:50 weight distribution, so typical of BMW.

“With power directed to the rear wheels allowing optimum grip to be maintained and the front wheels left to steer, the result was best in class driving and a BMW that attracted a new set of buyers for the brand,” he said.

The BMW 1 Series hatch arrived in Australian showrooms in October 2004 in the guise of the 120i. It was powered by a free-revving and smooth 2.0-litre four-cylinder VALVETRONIC engine, producing 110 kW. In the first quarter of 2005, BMW broadened the range with the arrival of the 118i and 116i, both priced below $40,000.

Late in 2005, BMW introduced the scorching 195 kW 130i Sport which powered from zero to 100 km/h in 6.1 seconds. The richly equipped 130i also came dressed with a highly desirable M Sport Package and an appealing price of $62,000. Initially available with a six speed manual, the 130i Sport became available with a six-speed automatic mid-way through 2006.

At Melbourne’s international motor show in 2006, BMW announced the addition of 2.0-litre turbo-diesel power for the compact 1 Series range. The 120d arrived in May during the company’s rollout of diesel powered models across the range. The supremely smooth 120d was a true sports diesel, in keeping with the sports touring demands of BMW owners.

Running changes made to the 1 Series range in June 2007 resulted in a bolder appearance, improved performance and economy and even more refinement. For example a second-generation turbo diesel aluminium engine increased power in the 120d to 125kW. Fuel consumption improvements were also recorded for all models equipped with the sophisticated six speed automatic gearbox.

In January 2008, BMW presented the 1 Series Coupé at the Brisbane motor show. The 1 Series Coupé was headlined by the compact, sporty and very elegant 135i Sport, packing a Twin Turbo 225 kW straight six which was declared 2007 International Engine of the Year. The 135i Sport was joined by the 160 kW 125i when it went on sale in May.

The 1 Series Convertible, which arrived simultaneously in May, became the first premium compact drop-top from BMW in three decades. The range spanned the smooth and responsive 2.0-litre 115 kW 120i Convertible to the hot-shot 135i twin turbo straight six 135i Convertible, and includes the 3.0-litre straight six-cylinder 125i model.

Since going on sale last year, the 1 Series Coupé and Convertible models have dominated the sports car segment (<$80K), for example this year snatching a leading 22 per cent share of the segment.

“The BMW 1 Series was a sales success, with around 60 per cent of buyers new to the brand. These customers were drawn to premium quality, comprehensive safety and technology, and unmatched driving dynamics in the compact class,” said Noble.