German manufacturer BMW has launched its much awaited hatchback 1 Series in the Indian auto market at a starting price of Rs. 20.9 lakh. At a launch event held in Mumbai, cricketer Sachin Tendulkar and race driver Armaan Ebrahim were present to lift the curtains of the car. In a build-up to the launch, the iconic manufacturer was actively marketing 1 Series as Dynamic 1 through various ad campaigns. Furthermore, the company even started taking bookings of the new model in advance, prior to its official launch.
As expected, BMW 1 Series is offered in both petrol and diesel engine options. The diesel version named 118d is powered by the advanced 2.0-litre 4-cylinder TwinPower turbocharged engine that gives away a maximum power of 143 bhp while generating a peak torque of 320 Nm. This engine is capable of hitting speeds up to 212 kmph while attaining a speed of 100 kmph in 8.6 seconds from initial. The diesel variant of 1 Series is offered in three trims namely Base, Sport Line and Sport, offered at respective prices of Rs. 22.9 lakh, Rs. 25.9 lakh and Rs. 29.9 lakh. As per ARAI standards, the car is capable of giving away a mileage of 20.58 kmpl.
On the other hand, the petrol variant (116i) is equipped with a 1.6-litre turbocharged petrol engine that can produce a maximum power of 136 bhp while giving away maximum torque of 220 Nm. The petrol engine is mated to an 8-speed automatic transmission, which transmits its power to the rear wheels and it is being learnt 116i can clock speeds of 0 to 100 kmph in just 8.7 seconds. Mileage of 1 Series petrol variant is claimed to be 16.28 kmpl, which seems to be quite impressive.
As reported, BMW 1 Series is brought through Completely Knocked Down (CKD) route in the Indian auto market and shall be assembled at the Chennai plant of the company. The latest offering of BMW is equipped with latest features that include auto start/stop button alongside the famous iDrive multimedia system. Apart from it, features include electric glass roof and seats, which are provided with a pre-set functionality to save the position where the passengers intends to keep them.
Industry experts believe that the launch of the BMW 1 Series will stiffen the competition among luxury car makers. In recent times, companies like Mercedes-Benz and Audi have introduced low cost vehicles in the Indian car market to attract price sensitive buyers. This strategy adopted by firms is primarily due to the slowdown that has hit Indian auto industry along with the rising need to target mass buyers for increasing market share. Notably, Mercedes-Benz too had a head start by launching the A-Class, which has done remarkably well for the German auto giant.
Audi, another German firm, recently introduced the low cost variant of the Q3 Sports Utility Vehicle (SUV), known as the Q3 S. The BMW 1 Series will face direct competition from both these cars and the rivalry is slated to be really intense. Analysts believe that the aggressive pricing of 1 Series is going to be a key factor in determining its success in the domestic market. Apart from the aggressive pricing, makers of the 1 Series have adopted an extensive marketing campaign, which includes a TV commercial featuring cricket legend Sachin Tendulkar. Whether or not these ploys work in favour of the BMW 1 Series remains to be seen.
