BMW LINES: SPORT AND URBAN THE DIFFERENT FACES OF THE NEW BMW 1 SERIES.

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1 Product News No. 20/2011 June 2011 BMW LINES: SPORT AND URBAN THE DIFFERENT FACES OF THE NEW BMW 1 SERIES. The introduction of the new BMW 1 Series will see BMW launch a wider choice of vehicle personalities within a model series: in addition to the basic version, customers will soon be able to have their BMW delivered in two different versions ex-works. The so-called BMW Lines differ strongly in terms of appearance. The Sport Line is directed mostly at a sporty clientele with an appreciation for the dynamic appeal of a vehicle. The Urban Line, on the other hand, focuses on younger, more lifestyle-conscious customers who would like their BMW 1 Series to have a particularly modern character. Both Lines have specific design and equipment features giving each of the models an individual and immediately recognisable character, thus enabling owners to customise their BMW 1 Series to match their taste and personal lifestyle. Today s Product News provides you with everything you need to know about the new BMW Lines and how they are being marketed in our communications. The aim of the new BMW Lines: greater individualisation. The new BMW Lines offered for the first time for the new BMW 1 Series have several advantages: they allow for a greater individualisation of this model series, add character to the vehicle, and represent the customer s lifestyle. The new BMW 1 Series comes with a choice of two Lines: the BMW Sport Line and the BMW Urban Line. New: for the first time, the new BMW 1 Series will be available in a Sport Line and an Urban Line model. The two versions differ greatly in terms of appearance, providing distinct scope for individualisation within a model range. The Sport Line is directed mostly at a sporty clientele. Each Line has its own, unmistakeable character. And for that reason, the features of each BMW Line are exclusive, i. e. only available for the respective Line. They include exterior and interior elements which are mainly design-oriented, focussing on subtle details (such as seams in contrasting colours, accent trims) and other distinctive visual markers. The various features of the BMW Lines are carefully matched and ensure a distinctive appearance. Each configuration offers a selection of alternative upholstery fabrics, interior trims, accent trims, and light-alloy rims. With exclusive colourways for selected design elements, the two Lines can instantly be distinguished. The exterior elements for the Sport Line mostly come in high-gloss black, while the dominating contrasting colour for the Urban Line is white. The new BMW Lines for the new BMW 1 Series: the Sport Line and Urban Line represent the different mindsets of their target groups. The Urban Line, with its progressive character, is targeted at the large, younger, more lifestyle-focussed market. Our competitors do not offer this type of personalisation. In that way, the BMW Lines create an emotionally and visually distinctive difference within the model series. A range of functional and technical options and packages provide scope for further customisation. The only exception: the M Sport Package will remain a distinctive and independent option. It is offered at the same level as the Lines and can therefore not be combined with the Sport Line or the Urban Line. Sport Line: is directed at the group of customers who appreciate the dynamic appeal of their vehicle. Urban Line: directed at the large group of younger customers with a modern, slightly progressive mindset. The M Sport Package corresponds strongly to the concept of Lines in terms of contents and principle. It will therefore be handled similarly to the BMW Lines.

2 M Sport Package: also appeals to BMW core customers, with an even greater emphasis on the vehicle s sporty aspects. In terms of pricing, the BMW Lines provide clear value for money, given that they include wheels, seats, trims, centre armrest and sport leather steering wheel. The BMW Lines offer customers more choice while making the selling process considerably easier for the dealers. BMW Sport Line: for the sporty and dynamic driver. Exterior: 16-inch light-alloy wheels with star-spoke styling, a black trim for the exhaust pipe, and entry sills with the BMW Sport wordmark and the Sport wordmark on the side characterise the exterior of the Sport Line. New BMW 1 Series with Sport Line: the elements of the Lines are available exclusively for each Line. The Sport Line has select design features in black which lend the vehicle a sportier appearance. The eight kidney grille slats are wider than those for the Urban Line, with front accents in high-gloss black. The horizontal bar under the central air inlet and the surrounds of the left and right air inlets also come in black, creating the impression of a diffuser. A black horizontal bar under the rear licence plate makes the vehicle appear wider, and exhaust trims in dark chrome add a sporty touch. Further options include mirror caps in high-gloss black and 17-inch bicolour light-alloy rims. Interior: Black mirror caps for the Sport Line: black design elements such as the horizontal bars under the front and rear licence plates emphasise the colour scheme and add a sporty touch. The Sport Line comprises sport seats, a sport leather steering wheel with red contrasting seams, a red surround for the vehicle key, an adjustable armrest, and chrome surrounds in the centre console for the radio and air conditioning controls. The instrument panel features specific numbers and scales. The ambient light in the cabin can be switched from orange to white, exclusively also in the areas of the centre console and footwells. Also included: Track cloth upholstery in Anthracite with exclusive decorative seams in red or grey. Three colourways of Dakota leather with slim contrasting piping are available as an option. Interior trims are available either in high-gloss black with accent strips in matt Coral Red or the optional Fine Brushed Aluminium with red or black accent strips. The BMW kidney grille for the Sport Line: wider slats in high-gloss black for a sporty look serve to distinguish this version from the basic model and the Urban Line. BMW Urban Line: for the more lifestyle-focused driver. Exterior: The inimitable exterior design includes specific 16-inch light-alloy rims with a V-spoke design or optional 17-inch rims with a white finish with high-gloss turned areas and a white bumper trim at the rear. New BMW 1 Series with Urban Line: in the Urban Line, select design elements in white are used to underline the lifestyle-focused character of the vehicle. The 16-inch light-alloy rims also come in white. At the front of the vehicle, white kidney slats with chrome-plated fronts and a white horizontal bar for the central air inlet provide contemporary accents. The surrounds for the left and right air inlets are painted in the same finish as the vehicle. A white horizontal bar under the licence plate reflects the colour scheme at the rear, and the tailpipe trims come in matt chrome. Rounding off the Urban Line are entry sills with the BMW Urban wordmark, the Urban wordmark on the side, and a vehicle key with a white surround. White mirror caps are also available as part of this package, at no extra cost.

3 Interior: The equipment for the Urban Line includes high-quality cloth/leather seats with a contemporary and exclusive feel, a sport leather steering wheel, and an adjustable armrest. Chrome surrounds for the radio and air conditioning controls in the centre console emphasise surfaces and shapes. White mirror caps for the Urban Line: white design elements such as the horizontal bars under the front and rear licence plates emphasise the colour scheme of the Urban Line. The lifestyle-oriented appearance is visible from all angles. The ambient and welcome light in orange with royal blue LEDs or white and royal blue create atmospheric effects. Additional light elements for the centre console and footwells as well as a light source on the B-column that is exclusive to the Urban Line emphasise the stylish ambience. Exclusive to the Urban Line are advanced acrylic glass trim strips which generate a three-dimensional effect. They are available in White or in Black. Alternatively, customers can also choose Fine Brushed Aluminium trim with black accent strips. The upholstery range includes three different colour variants for the cloth/leather seats included in the package; alternatively, customers can select the optionally available Dakota leather in Black or the exclusive Pearl Grey colour with slim contrasting piping. The BMW kidney grille for the Urban Line: the slender kidney slats in chrome with sides in white immediately catch the eye. These and other colour accents set this version apart from the basic model and the Sport Line. Available in addition to the BMW Lines: the M Sport Package. From March 2012, the M Sport Package will also become available for the new BMW 1 Series. Given that this equipment option has always had an unmistakeably sporty and distinctive character, it will be offered on the same level as the BMW Lines. The M Sport Package can therefore not be combined with the Sport Line or the Urban Line. The new BMW 1 Series with the M Sport Package: customers focusing strongly on the sporty aspects of their vehicle can opt for the M Sport Package offered as an alternative to the BMW Lines. From March 2012, this equipment option will offer attractive M-specific elements. The M Sport Package cannot be combined with the Sport Line or the Urban Line. M Aerodynamics package. Distinctive bumpers and side sills. Rear diffuser inset in Dark Shadow metallic. M light-alloy wheels (17-inch or 18-inch). Exclusive M Sport Package paint finish in Estoril Blue metallic. Individual high-gloss Shadow Line. Fog lamps. M leather steering wheel with multifunction buttons. Handbrake lever handle and gearshift or selector lever gaiter in sophisticated Walknappa leather. Sport seats with Hexagon/Alcantara cloth upholstery. Interior trims in Aluminium Hexagon styling with blue accent trim. M entry sills. The configuration process: when do the Lines come in? With the introduction of the Sport Line and the Urban Line, BMW wants to pursue a more customer-focused approach. At the same time, the introduction of these Lines will broaden the scope of the current product range a principle that may in future be extended to other model series as well. But how do the BMW Lines fit into the configuration process? The following is an example for the German market. Even the vehicle keys and ID transmitters for the BMW Lines have a distinctive styling: the BMW Sport and Urban Lines represent the different worldviews of their customers, visibly expressed in the key drivers are carrying on their person. The Lines are extending the range and give customers greater scope for individualisation. Step 1: selection of the BMW model series i.e. the new BMW 1 Series. Step 2: engine selection for example the BMW 116i. New step 3: customers now choose between basic model, Sport Line, Urban Line, or M Sport Package (from 03/12). Example: 116i with Urban Line. This also entails the pre-selection of upholstery and decorative trims. These can now be specified. Customers can now also order the optional white rims and mirror caps available exclusively for the Urban Line.

4 Step 4: selection of additional equipment packages. Example: 116i with Urban Line and Comfort Package. Lines and Packages do not overlap! Step 5: selection of individual optional equipment, e.g. BMW 116i with Urban Line and audio package plus other optional features. Even more: special accessories for the Sport and Urban Line. The new BMW Lines allow further scope for individualisation, thanks to a range of new accessories specifically tailored to each Line. All items are not just beautifully designed, they are also highly practical and fit precisely into their designated space. Especially attractive for the active younger generation: ski and snowboard bags as well as all-weather foot mats and shaped mats for the luggage compartment. Further interesting Line-specific accessories: BMW Accessories are matched precisely to the Lines: this high-quality ski and snowboard bag fits perfectly. Luggage compartment insert with level floor for convenient and backsaving loading and unloading, with strong anti-skid properties. Backrest bag to keep the rear seat area tidy, can be folded away when not required. Bag for ski boots and helmet for safe and convenient transport. Textile foot mat prevents soiling from heels. Distinctive leather key pouches for the ID transmitter of the BMW 1 Series, each styled to match the Sport Line, Urban Line, or the basic model. The Lines-specific backrest bag helps keep the rear seat area tidy and can be folded away when it s not required. Competitors: functionality rather than emotional appeal. Our competitors are already offering similar equipment lines. But unlike the Sport Line and Urban Line for the new BMW 1 Series, these are for the most part limited to purely functional packages of bundled optional features that lack distinctive design elements helping to tell the model variants apart. The BMW 1 Series Sport Line and BMW 1 Series Urban Line (right) are both strongly design-focused and represent two separate emotional concepts: in our communications, the Sport Line is presented in Red, while the Urban Line is shown in Midnight Blue. However, both BMW Lines are available in all current colours. Audi offers variants such as the S Line, S Line Sports Package Advanced, Sports Package, and Design Package, but these versions are for the most part mere combinations of functional equipment. All variants are lacking a distinct colourway for select design elements which would help make each equipment line instantly recognisable. Audi: Ambition with a slightly more sporty appearance, wide aluminium rims, sports suspension and foglights. Interior features include decorative inlays, a sports leather steering wheel, sports seats at the front, shift lever knob and handbrake lever handle in leather. Audi: Ambiente with features including decorative wood inlays, storage compartment package, cruise control, and interior lights package; centre armrest, shift lever knob and handbrake lever handle in leather. Audi: S Line Sports Package Advanced with, among others, more sporty and distinctive front bumpers, radiator grille, and diffuser inset, S Line roof spoiler, and a lowered suspension. The Audi A3 while available with a Sport or a Design package, these versions lack distinctive visual clues and are therefore more a collection of functional options. Mercedes-Benz delivers its A-Class with various equipment lines and equipment packages. These packages are purely functional, and the only distinctive visual features for the Elegance and Avantgarde equipment lines consist of several chrome trims and differences in radiator grille design. None of the competitor alternatives compare to the BMW Lines in terms of an instantly recognisable design and emotive appeal.

5 Mercedes-Benz: Elegance with slightly extended comfort equipment including stainless steel tailpipe trim, aluminium rims, foglights with chrome rings, side sills and rear bumper in vehicle colour, armrest, net for the passenger footwell, seat comfort package, decorative wood trims. Mercedes-Benz: Avantgarde with slightly sportier equipment such as a stainless steel tailpipe trim, aluminium rims, foglights with chrome rings, side sills and rear bumper in vehicle colour. Unlike the BMW Sport Line and Urban Line, the model variants offered for the VW Golf and Volvo C30 also only come with minor changes to the exterior. Mercedes-Benz A-Class, available in an Elegance and an Avantgarde variant, both only with minimal visual differences. Both versions lack distinctive characteristics. Positive press feedback: A more individual 1 Series. Following the start of communications for the new BMW 1 Series, the automotive press has reported extensively on the new BMW Lines. First reactions were extremely positive: BMW 1 Series Sport Line and BMW 1 Series Urban Line: the new Lines have been well received in the media. It is through the small details in our vehicles that we would like to express our individual taste. BMW has acknowledged this trend and is offering the new 1 Series in two special equipment lines which provide visual clues to the driver s personality. The Sport Line is the more obvious contender with an emphasis on speed.... Then there is the Urban Line for the cool city dweller, the coffee-on-the-go type carrying an ipad.... A love of detail: even the keys will now indicate the taste of the driver. ( Auto Zeitung, 13/2011) The designers were pretty thorough in their concepts for Sport and Urban : differences are apparent in the kidney grilles and front and rear bumper insets. The mirror caps come in black for the Sport version and in white for the Urban variant, and the same colour scheme applies to the rims. Distinctive features for the interior include upholstery seams and decorative trims in different colours, with the white three-dimensional effects for the Urban trims highly suggestive of the Apple design language. Even the keys for both Line models have trims in different colours. ( Welt am Sonntag, 05/06/2011) Adam and Freddie Lund: as different as the Lines. The introduction of the new BMW Lines will be accompanied by a unique marketing concept in which the different aspects of the Sport Line and Urban Line are represented by a pair of unlikely brothers: Adam and Freddie Lund. The two young Londoners may share the same family heritage and agree on some things, however, each has a distinctive personal style. Their lives and philosophies are very different. Click on the image to meet Adam and Freddie Lund: the protagonists of the unusual campaign for the new BMW 1 Series are convinced: We would never drive the same car. During the One Origin. Two Originals casting, Adam and Freddie beat over 1,250 applicants from over 80 countries, and now these handsome winners represent the faces of the new BMW 1 Series campaign, with absolutely authentic statements in advertisements on television and in the sales literature as well as in internet videos. One will be on the road with the Sport Line, the other with the Urban Line model. And if you have seen the TV ad, you will agree: they would never drive the same car. For more information about the casting, go to Click on the image and experience the highlights of the new BMW 1 Series in this video: unapologetically sporty or urban and relaxed simply a question of character.

6 Click on the image to watch the TV ad in English: the unusual campaign for the new BMW 1 Series centres around the young brothers Adam and Freddie Lund, who help convey the concept of the new BMW Sport and Urban Lines. Key points: The introduction of the new BMW 1 Series will see BMW start a new range of equipment levels within a model series: the BMW Lines. In addition to the basic version, customers will be able to have their BMW delivered in two different versions which differ strongly in terms of appearance: the BMW Sport Line and the BMW Urban Line. Both Lines have specific design and equipment elements which give the vehicle a distinct identity that is apparent at first sight. A sporty appearance for sports-focused customers: the new BMW 1 Series with Sport Line. Select design elements in black, such as black mirror caps and black horizontal bars under the licence plates are among the visual characteristics for this Line. The new BMW Lines thus allow for a greater customisation of this model series, add character to the vehicle, and represent the customer s lifestyle. By including, among others, rims, seats, trims, a centre armrest and sport leather steering wheel, the Lines provide good value for money. Exclusive design features ensure emotional satisfaction on top of that. The BMW Sport Line is directed at customers who appreciate the dynamic appeal of their vehicle. The BMW Urban Line is targeted at the large group of younger, more lifestyle-conscious customers. The BMW M Sport Package is offered as a strong individual option on the same level as the Lines and cannot be combined with them. BMW 1 Series with Urban Line for the lifestyle-oriented target group: the Sport Line and Urban Line are two versions that differ greatly in terms of appearance, providing distinct scope for individualisation within their model range. The Urban Line features white design elements which emphasise the colour scheme and add to the fresh, contemporary appearance. A Line-specific range of accessories for the BMW 1 Series will be available at launch. The rule of thumb is: customers don t have to like every Line, as long as they like one.

7 +++ latest news +++ New BMW X3 xdrive30d wins head-to-head +++ latest news +++ New BMW X3 xdrive30d wins hea auto, motor und sport : BMW X3 xdrive30d beats Audi Q5. The latest duel in the sporty mid-range SAV/SUV segment was again decided in favour of the new BMW X3 xdrive30d. In a head-to-head organised by auto, motor und sport (issue 12/11), one of the most renowned automotive magazines in the world, the BMW beat the Audi Q5 3.0 TDI quattro fair and square with 519 versus 507 points. The new BMW X3: the new SAV by BMW is winning almost all head-to-head tests, ahead of competitors like the Audi Q5 and the Mercedes GLK. Among the main reasons: its excellent fuel efficiency and unique handling, due to its precise steering. The testers agreed that while both candidates have plenty of sporting spirit, the190 kw/258 hp BMW proved considerably more agile. But the main reason why the BMW came out on top against the Audi was that the Q5 failed to impress the testers with its thirsty engine, bumpy steering and various creaky sounds and rumbling noises on bad roads. The following reasons ensured the BMW its victory: Workmanship and operating comfort are beyond all criticism. Its precise steering and very comfortable suspension put it in the lead. The tremendously powerful yet fuel-efficient diesel engine helps bring the slightly more slenderly built BMW X3 xdrive30d onto the winner s podium. The new BMW X3 looks just as good from behind especially when proving its agility in bends. + latest news +++ New BMW X3 xdrive30d wins head-to-head +++ latest news +++ New BMW X3 xdrive30d wins head-t