Premium badge comes at a price

IT doesn’t seem like 2004 since the BMW 1 Series was first launched, but it is indeed eight years since the Munich concern decided that its 3 Series was moving too far upmarket and a new entry level model was needed.

Thinking back on it now — and given the BMW is one of the few genuine premium brands out there — it might seem curious the company decided to get serious in the small family car market, taking on the established giants of that segment, such as the Focus, the Golf and so forth.

Well, they were pushed into it really. The success of competitors such as the Audi A3 and the Mercedes A-Class, effectively made BMW’s mind up for it. People are always prepared to pay for quality and the sales figures for the three main German contenders is quite rude.

The new 1 Series comes in four versions — the ES, the SE, the Urban and the Sport — and it is the Urban version we try here. As its name suggests it is aimed at city-oriented drivers and packed to the gills with all of that efficient dynamics stuff of which BMW is so proud.

The car we tested was the 116d version which, despite its nomenclature, is not a 1.6 diesel, but rather a detuned version of the 1995cc four cylinder diesel. It puts out some 85 kW (116 bhp) at 4,000rpm, but its maximum torque of 260 Nm arrives between 1,750 and 2,500rpm.

All of this translates into a top speed of 200kph and a 0-100kph capability of just 10.3 seconds. The claimed fuel consumption is 5.4 l/100km, or just over 52mpg in old money.

The 116d is nowhere near as accomplished an engine as the fantastic two litre turbodiesel which is also available in the 1 Series, but it does have a lot going for it both in terms of performance and economy. It drives really well, has excellent pick-up and will also return decent economy levels both around town and on the open road.

If you are interested in more functional motoring that won’t cost a bomb to run, then this is the engine for you, but if you require a serious bit of get up and go, then the 120d is the one to have.

That aside, the 116d is a very decent on-road performer with great driving dynamics, courtesy of the front-engined, rear-drive layout. There’s bags of grip and truly excellent handling for such a small car. The ride might be a little on the firm side for some tastes, but that’s the price you pay for having such a well-sorted handler.

As with almost every BMW, the driving position is excellent, with an excellent range of adjustment. On the down side the gear change is a little on the rubbery side for my liking and the electric steering is a little short on driver feedback. The amount of head and leg room for the rear passengers is not brilliant and while BMW has tweaked this, the dimensions are still not as good as those in many cheaper cars — not least the Golf or the Focus.

The boot too is not exactly huge, although the 60/40 split rear seats do fold flat to create extra carrying capacity.

Some of the interior plastics look a little on the cheap side, but the overall build quality is well up to scratch and the equipment levels are to a level you’d expect from a premium brand.

There is no denying that the 1 Series is expensive to buy for a small family car and much better value is definitely there to be found. However, the allure of the BMW badge and its effect on residual prices is a factor here and will be persuasive enough to make people feel good about spending extra dosh.

The fact that economy is so good, tax costs relatively reasonable and CO2 emissions so low will further add to the arguments in favour of the car.

You would have to say that the many positives — the engaging drive, premium brand and the frugal diesel engine — probably outweigh the negatives here and that the 116d will therefore enjoy solid sales levels.

As a premium contender the car has a lot to offer and it has to be remembered too that just because it offers a lot of economy, that does not mean it is any less enjoyable to drive and live with. But the premium badge does come at a cost and there is better value out there for similar performance and economy.