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BMW hopes the entry-level 1 Series will attract new buyers who might not otherwise consider the German luxury brand.
With elements of traditional BMW design, the 1 Series cabin looks more upscale than most hatchbacks in its segment.
Maybe not its best angle, but there's no doubt that it's a BMW.

2006 BMW 1 Series

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What Is It?

2006 BMW 1 Series

What's Special About It?

This new entry-level series in the BMW lineup is designed to draw buyers who might not otherwise consider the German luxury brand. Already on sale in Europe in the four-door hatchback form you see here, plans for a U.S. version — likely a sedan — have not been finalized. The European model uses a range of four-cylinder engines and both manual and automatic transmissions. True to form, the 1 Series sticks with BMW's traditional front-engine, rear-wheel-drive layout for optimal performance while incorporating all the latest safety features. Unlike most low-budget hatchbacks, the 1 Series is offered with a variety of high-end options like premium audio systems, xenon headlights, onboard navigation and park distance control.

What's Edmunds' Take?

The success of the Mini Cooper proved that a market exists for affordable hatchbacks with premium features and performance. BMW would love to infiltrate this burgeoning segment with a vehicle of its own, but the prospect of diluting the exclusivity of its more expensive models is never far from the minds of its German executives. Done correctly the 1 Series could open up a healthy expansion in BMW's U.S. portfolio, but the risks involved demand plenty of attention to finicky American consumers. Look for BMW to test the waters sometime in 2006. — Ed Hellwig