BMW Holding Off On Next Gen 1-Series To See If Audi And Mercedes Have Success In Segment

While Mercedes-Benz and Audi are racing into the compact-luxury segment, their usual rival is taking a cautious approach. In several interviews, BMW executives have told us that there’s no guarantee the company will bring the next-generation 1-series to the U.S., and that the decision will hinge largely on how the new CLA and A3 perform in the market. A front-wheel-drive 1-series already is in advanced stages of engineering and was previewed as a concept car last fall.

“Where we have the 1-series close to the 3-series in terms of the price ladder, what Mercedes and Audi are doing is giving more focus in the below-$30,000 price range. We’re going to watch that and in the future—well, the battleground has now moved to this $30,000 price point. We’re working hard to take advantage of that market,” Paul Ferraiolo, BMW’s head of product planning and strategy for North America, said. Other executives were more direct, saying the decision is up in the air.



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GermanNut - 5/3/2013 3:26:16 PM

-1 Boost

The wait-and-see approach is a bad one for BMW. The U.S. is filled with young people who aspire to drive a luxury vehicle bu are priced out of the market. Audi and Mercedes-Benz realize this void in the marketplace and are delivering with their own solutions.

BMW better hit the drawing board quick because it's about to miss out on a huge source of new sales.

scenicbyway12 - 5/3/2013 4:46:26 PM

+3 Boost

Yes because Audi never waits. Where the A1,Q3 RS Avant.

Agent009 - 5/3/2013 4:51:09 PM

-1 Boost

It seems BMW is really backing off lately. Content with being beat of several fronts. Odd behavior for a company that claims to be the class leader.

bmwcs - 5/3/2013 3:41:17 PM

+4 Boost

The article isn't clear, but it is referring to sedans at this price point. If BMW brought a 1 series over it would be a sedan, not a hatch. But bmw is bringing the 2 series to the USA later this year, which will be essentially a coupe version of the one series with different styling.

Firewombat - 5/3/2013 4:26:47 PM

+2 Boost

I always thought they would bring the new 2-series coupe and conv to the US to replace the 1-series, and eventually the 2-series gran coupe, if it gets to market, to compete with the Merc CLA.

The 1 series coupe has been quite successful so it makes sense to replace it with something, not a hatchback, like the Audi A3, which was largely rejected and had dismal sales, but something more sporty like the 135i coupe.

Americans are not used to small premium hatchbacks which is why the cars like the CLA and A3 sedan are being introduced, they should definitely follow suit.

PUGPROUD - 5/3/2013 5:32:54 PM

+5 Boost

Sounds like an April fools joke. My take on this is that BMW is trying to fake out the competition by putting out this goobilly gook. BMW invented the small premium market with the new Mini and is the envy of
the market in this category. The next generation Mini due out in late 2013 was specificly developed on a chassis to accomodate the front wheel drive BMW 1 series to gain manufacturing cost savings. Small premium cars provide aqdequate margins and signigficantly help overall brand mileage averages. No way BMW is going to back off...there must be a hidden agenda in these comments. Time will tell.

BimmersNme - 5/3/2013 7:19:22 PM

+3 Boost

Agree 100% with you on that PUGPROUD!

Yonder7 - 5/3/2013 5:51:10 PM

+1 Boost

LOL , that what the would have to do with 3gt and 5gt...

HughJass - 5/3/2013 7:01:16 PM

-1 Boost

Car is ugly. BMW would be better off making a barebones Z4 or a Z2 if they want to sell something low volume. For the price, I'd take a 3 over a 1.

kingsley - 5/7/2013 1:15:00 AM

+2 Boost

Actually, the small Mercs and Audis are trading on their names, because they are not really so luxurious inside as they claim to be, or as the larger models in their ranges. It seems people are easily fooled by fashion.