BMW wants to position the upcoming BMW 1-Series as the BMW for purists – mainly the group of E30, and E36 3-Series drivers (and some E46) who have been disappointed at their favourite car growing larger, fatter, too luxurious, and heavier since the new E90.
“There are people who always loved BMW but, to be honest, loved some of the older stuff more because, for them, it was smaller, more compact, more pure. The series has grown up, but some of them did not necessarily want the 3 series to grow up. For them, the older BMWs were more youthful. The new 1-Series is the purest BMW we have,” said BMW of North America LLC general manager Rich Brekus.
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