Market Insight: 1 Series remains relevant

BMW has launched its F70 technology 1 Sequence in Australia this week, the entry mannequin remaining what the German importer says is a crucial a part of its vary, regardless of extra stable gross sales numbers from its X1 SUV – which nearly doubles the numbers achieved by the 1 Sequence yearly.

Talking with GoAuto on the Australian launch of the 1 Sequence in Melbourne this week, BMW Australia product and pricing supervisor for the 1, 2, 3 and 4 Sequence Prabs Datar mentioned the mannequin stays an essential entry level to the model.

“It positively fulfils that function for the model – and I believe there’s positively area available in the market for premium small sedan and hatch fashions,” he mentioned.

“There’s nonetheless a necessity for that entry level for the Australian buyer – and the recent hatch particularly. That’s why the M135 xDrive was on our checklist after we had been planning this automotive.

“Total, I believe the 1 Sequence of the previous had its foundations in rear-wheel drive, and after we pivoted to front-wheel drive we made positive it retained its driving dynamics and its general means, and made positive it didn’t develop too massive in respect to others within the phase.”

These issues, and the plain lean in the direction of M-branded fashions all through the BMW portfolio is vital, says Mr Datar, to returning consumers to the 1 Sequence model.

He mentioned that whereas the mannequin remained essential in its function of attracting new consumers to the model, it was likewise one which resonated with return prospects – particularly within the phase’s sportier finish – who see the 1 Sequence as one thing of a candy spot within the vary.

“Wanting on the F40 (earlier technology) quantity, there was a particular skew in the direction of the entry level, the 118i, which was roughly 50 per cent of whole gross sales,” he mentioned.

“The remaining 50 per cent was cut up fairly evenly between the 128ti and 135i, and we anticipate to see an identical skew in the direction of the brand new 118 actually – there’ll all the time be that want for brand new consumers to get into the model.

“We additionally discover that 1 Sequence consumers have a tendency to stay with the 1 Sequence, we see a number of repeat enterprise. Many say they like the scale and the packaging, and that the extent of kit and efficiency actually fits them.”

Mr Datar mentioned earlier technology 1 Sequence gross sales (which commenced Down Below in 2019) tallied near 9500 models (9438) with 5941 of these being 118i consumers, 1242 being 128ti consumers, and 2255 being 135i xDrive consumers.

Regardless of dropping the mid-tier 128ti, Mr Datar says the importer expects to attain an identical gross sales cut up – and outright quantity – from the F70 technology 1 Sequence, a automotive he maintains will proceed its quantity efficiency regardless of a rise in worth.

“To have the entry level so effectively specified, the truth is that it brings that automotive very shut to what’s provided within the 135 xDrive,” he defined.

“I believe the 128(ti) can be a nice-to-have in the intervening time, however we’re fairly pleased in what we expect could be achieved with the 2 choices we’ve got available in the market.”

Yr-to-date gross sales present BMW has achieved gross sales of 1084 (5.4 market share factors) 1 Sequence fashions towards 1837 examples (9.2 market share factors) of the Mercedes-Benz A-Class and 2334 examples (11.7 market share factors) of the Audi A3.

For 2023, the BMW 1 Sequence positioned third towards its key rivals with 1755 gross sales (7.8 market share factors). The Mercedes-Benz A-Class positioned second (with 2392 models gross sales and 10.6 market share factors) and the Audi A3 first (with 3319 models and 14.7 market share factors).

These numbers observe carefully the identical pattern as in 2022 the place BMW once more positioned third (1426 models / 16.3 per cent share) behind Audi (2110 models / 24.2 per cent share), and Mercedes-Benz (2840 models / 32.5 per cent share).

In 2021, the Small passenger over $40K phase 1 Sequence ranked second with 2741 unit gross sales (27.2 per cent share) behind the Mercedes-Benz A-Class’ 3793 unit gross sales (37.7 per cent share). Audi’s change-over A3 mannequin managed simply 220 gross sales for the yr, taking a 2.2 per cent share of the phase.

The outcomes for each 2020 and 2019 had been considerably larger for all premium Small phase entrants, noting a slowing in reputation of the sort towards entry-level status SUVs.

For 2020, the Audi A3 managed 2778 unit gross sales and 19.8 market share factors towards a 2019 determine of 3362 models gross sales and 26.7 per cent. The BMW 1 Sequence achieved 2309 unit gross sales in 2020 (16.5 per cent) and 2269 the yr prior (18.0 per cent), whereas the Mercedes-Benz A-Class led with a powerful 6054 unit gross sales (43.1 per cent) in 2020 and 4689 unit gross sales (37.2 per cent) in 2019.

Exterior of the 1 Sequence, BMW Australia head of product Brendan Michel mentioned the model was monitoring effectively when it comes to gross sales with a raft of recent product in 2024 – and the primary quarter of 2025 – serving to numbers to an all-time excessive.

“It has been an enormous yr for BMW Group Australia … and the yr isn’t over but,” he enthused.

“We’ve bought the brand new M4 CS, which in fact launches on the again of the M3 CS launched final yr, and it goes with out saying that the complete M vary is essential for us with about one in each 5 BMWs offered in Australia this yr being and M automotive.

“Then there’s the brand new 1 Sequence in fact, and the brand new X3, which has simply docked within the nation, they usually’ll be hitting our dealerships over the following two weeks – and we anticipate to be on sale by the center of December.

“The brand new M5 in fact is one other spectacular M automotive that has simply landed … and lastly there’s the improved 2 Sequence and M2 LCI (Life Cycle Impulse). The M2 might be considered one of our most essential M vehicles, as I believe it’s considered one of our highest promoting M vehicles year-to-date.”

The M automotive onslaught appears to be like set to proceed into 2025 with the M5 Touring arriving on prime of a variety of different sought-after fashions, together with a further X3 variant Mr Michel says will “plug a spot within the vary”, and effectively as the two Sequence Gran Coupe and just-released F70 generation1 Sequence.

“Into subsequent yr, there’s nonetheless much more to announce.

“The M5 Touring has already been confirmed for Australia and we’ll be getting our first batch of orders out of January manufacturing, so we’re anticipating to be on sale in early April subsequent yr.

“The X3 30e we anticipate to be on sale in about February subsequent yr and the two Sequence Gran Coupe as effectively … that’s popping out of November manufacturing so it needs to be on sale on the first of March subsequent yr.”

BMW 1 Sequence gross sales versus key rivals:

*YTD figures to finish of November; knowledge equipped courtesy of VFACTS.