[diesel20]

So I went to another dealership today to see if I could better the discount offered by the other. A more uninspiring sales person I have yet to meet, with little product knowledge or enthusiasm. Perhaps the biggest problem is that bmws really do sell themselves and only require order takers, not sales people to process the paper work. That said, the lady I dealt with at the other dealership was awesome, so much so that I'd seriously consider giving her the business even if I could get a better deal elsewhere.

As it turns out they couldn't even match the discount, but I did get the "product argumentation" brochure, as they didn't have proper brochures (the other dealership did have proper brochures). I'm not sure if the general public is supposed to see these, they certainly are interesting.

I wish I had this in pdf format so I could show you guys, but I'll give you a few highlights instead. It starts with a double page picture of a sea of golfs, ready for shipping and says "golf...". Open up the spread and inside is one red sportline 1 series "...class"

It breaks the 1 series down into 5 arguments:
Individuality
Design
BMW efficient dynamics
Driving Dynamics
BMW connected drive

It goes on to outline the urban and sport line, there are 756 different possible combinations with a 1 series (exterior colours, upholstery, trims and wheels)

2880 combinations with the urban line. 2880 with the sportline leading to a total of 6516 combinations. This was printed before the M sport pack which adds more combos of course.

They consider the rivals to be the VW golf, Audi A3 and mercedes A class. They put a lot of emphasis on available options of each (of course all the options they use as comparison are naturally all available on the 1 series)

The competition in a nutshell:

BMW 1 series
The new bmw 1 series really stands out from a crowd, with it's compact shooting break design, sporty appearance and unbeatable efficiency and driving dynamics. The bmw urban and sport lines allow customers to express their individuality to a degree that was, until now, unimaginable. It has a fenerous sense of spaciousness. The vehicles rear wheel drive, which is unique to its segment, coypled with outstanding equipment features such as connectedDrive make the new bmw 1 series the no 1. car in the compact class.

VW golf
The current VW golf is the sixth edition of this model, which has been on the market since 2008. We don't anticipate this mpdel to receive any further facelifts, seeing as the golf 7, it's completely redesigned successor is scheduled to debut in autumn 2012. The golf instigated what is nowadays referred to as the compact class and as germany's best selling car, it is clearly built to appeal to a very wide range of people. Over the years, this broad appeal has necessitated a rather bland (almost boring) design. After all, VW operates on the principle "play it safe, don't make any changes to the best selling model." It's greatest strength is that it doesn't have any great weaknesses.

Audi A3
The audi A3 sportback, which has been available since 2004, is definitely getting on in years. It's two facelifts in 2008 and 2010 didn't do much to change this. It's successor is expected to arrive in Autumn 2012. In many ways, the audi a3 has proven itself to be quite a solid performer, but it's hardly a trailblazer. Technological highlights aren't the A3's strongpoint. It's driving characteristics do emphasise sportiness but, as a front well drive, it delivers considerably less driving pleasure than the new bmw 1 series. A new model is expected in autumn 2012.

As an aside I happened to come across an upcoming A3 in a parking lot here in south africa. It was completely uncamouflaged and honestly it mixed this cute bubbly A1 profile with a super angry audi front. Neither of which I particularly like. I struck it off my list of possibilities after seeing it

mercedes A class
With it's short, high and extremely wedge shaped bodywork, the A class is quite a special competitor. Launched in 2004 and given a facelift in 2008 the A class never really managed to build up a large customer base. Lacking in emotion the A class mostly appeals to an older, less dynamic group of buyers- the type whose primary aim is to drive a mercedes. (ouch). Nevertheless the A class is not regarded as a 'real' mercedes by most. (double ouch, can't say I disagree though). Driving comfort and balanced proportions are not the first things that come to mind when you lay eyes on it. While it offers good flexibility and safety features, along with easy operation, these qualities are more counteracted by its indifferent handling and rather noisy engine. Mercedes itself also seems to have come to this conclusion. It's successor (expected in autumn 2012) is rumored to have a much more dynamic design and a classic hatchback.

While I'm not completely blinded by the 1 series, I don't like the design of 3rd rear brake light, the fact that the rear wiper doesn't do a 180 degree wipe, rather just a strip and it only has one reverse light (just to use the back of the car as an example of things I don't like) The argument they make against the competitors do make sense. Both the A class and A3 will change this year, but I still feel confident that even without waiting to see what they're about, putting my money in the 1 series will give me the most ownership satisfaction.