[SCOTT26]

No Space For Boredom


The BMW 1er Gran Turismo.

BMW have stared to aggressively market their upcoming response to a growing market trend for intelligent crossovers using the Active Tourer Concept to preview the car that will emerge from concept to reality.

The marketing campaign aims to illustrate that despite the intentions of the segment as it is perceived as. BMW aims to offer customers a concept that breaks the rules of the segment but can yet offer the same amount of space in a sportier , dynamic package.

Even in down turned European markets sales of intelligent crossover models are rising which is why European manufactures suffering from poor sales have brought to market these types of vehicles.
Whilst volume manufactures may have been caught out by the lack of these growing models for premium manufactures the story has been different.
Mercedes-Benz for example have focused on such a premium. Model with the B-Klasse now in its second generation.

The B-Klasse in its second generation is certainly no fluke when it comes to sales. The B-Klasse shows the possibility for further Premium models even so in a segment that is continually growing, which has spawned Audi into developing an A3 based model towards production.

One such concept. Is the BMW Active Tourer or when it morphs into reality with relatively around 90% of the concept , The BMW 1er Gran Turismo.

BMW not only aim at new customers but also existing customers who might have more progression in their lives and need the greater flexibility over a regular BMW model. Or it could be the second car in a multi family household where the first car is a BMW.
With the 1er Gran Turismo there is no boundaries and no compromises in spatial feel , quality and Features from what people expect with a BMW.

From an aesthetics point of view. The 1er Gran Turismo delivers typical BMW design philosophy into such dynamic elements such as the wheel at each corner , sportier sloping roofline and rising glasshouse which brings BMW
Not only to a new market but also a new segment yet still playing by BMWs rules.

The production car will be revealed later this year in time for the IAA in Frankfurt this coming September. Where the car will be launched with a huge marketing campaign aimed at customers that need this type of vehicle but do not necessary wish to abide by typical van-MPV rules.
Response to the Concept has been very high as has specially targeted clinics where the car has been successfully accepted by existing BMW owners and new customers that use vehicles in that segment.

Officially the aim of the car is at Europe and towards Asia. But BMW North America are considering offering the car in the US towards customers as the second BMW given the US demographic to have a BMW and additional MPV or SUV as a family hauler.

From a dynamic point of view the goal is clear to make the 1er GT as the sportiest , driver influenced car in its segment despite its drivetrain powering the front wheels although customers would be offered optional xDrive.

The following videos show how BMW aim to illustrate its arrival into a new segment by making sure things are very much different indeed , although its business as usual.

http://www.bmw.com/com/en/insights/b...ads/index.html