Luxury hatches: BMW 1 Series vs Mercedes A Class

After the crazy rush for SUVs, there is a new rend emerging in Indian auto market. The demand for luxury cars in the price bracket of Rs 20 lakh to Rs 30 lakh is on a rise.

These cars will soon be capturing around 25 per cent of the market share in the luxury cars segment, according to estimates.

The segment has a great potential and the luxury auto makers are trying to lure the attention of the domestic buyers with the introduction of new entry-level luxury models.

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The main players in the segment here in India, Audi, BMW and Mercedes, are bringing in products at affordable prices.

Looking at the price segment, the luxury segment hatchback market collides with the premium sedans and luxury SUVs and the competition is going to be tough.

However, the market has completely gone to Mercedes, BMW and Audi as people have shifted from Japanese brands to German brands.

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The entry segment currently contributes about 15-17 per cent of the overall luxury car sales and the cut price BMW 1 series along with Audi Q3S and Mercedes Benz A Class are in it to change the game.

The Merc A Class will be the straight and tough competitor of the brand and will challenge the Bimmer supremacy. The BMW 1 Series has come at a price tag of Rs 20.9 lakh for the base variant.

The entry-level luxury hatch, which BMW has labelled the Dynamic 1, comes in the 5-door version only.

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There are three diesel variants - the 2.0 litre TwinPower turbocharged engine, which produces a maximum power of 143 bhp and peak torque of 320 Nm, will power the Base, Sport Line and Sport Plus variants.

It has an ARAI certified fuel efficiency of 20.58 kmpl. The price tag of the three variants are Rs. 22.9 lakh for Base, Rs. 25.9 lakh for the Sport Line and Rs. 29.9 lakh for the Sport Plus.

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The single petrol variant in the 1 series line-up - the BMW 116i comes loaded with a turbocharged 1.6 litre engine that has a maximum power of 136bhp and a peak torque of 220Nm.

It has a fuel efficiency of 16.28 kmpl. The petrol variant will be available in only one trim, which will cost Rs. 20.9 lakh.

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Both petrol and diesel engines come mated to an eight-speed automatic gearbox. The 1 Series is launched in India via the completely knocked down (CKD) route and will be assembled in Chennai.

The BMW 1 series will directly compete against Merc A Class hatch. Since Mercedes has clawed its way back to the top in the luxury auto segment, BMW is not taking the competition lightly and has rendered it with class apart features.

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The base trim with fog lights, automatic headlights, a start/stop button, rear parking sensors, a CD player with aux-in compatibility, Eco mode, BMW’s Brake Energy Regeneration, six airbags, ABS, and 16-inch alloy wheels.

The mid variant 118d Sport Line gets add-on package of dual-zone climate control, a sliding front armrest, electric seat adjust with memory, a hands-free facility with USB interface and BMW’s iDrive controller.

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The top-spec 118d Sport Plus package is made hefty with the keyless go, rear air-con vents, sunroof and 17-inch alloy wheels.

The 1 Series hatch has a cabin area marked at 4,324mm which is just short of 13cms in comparison to the X1’s overall length; widthwise, the hatch is almost similar to the compact SUV.

The archetypical kidney grille, the extended bonnet and its cut lines and the persistent swage line just below the shoulder point, defines attributes of a typical Bimmer; this hatch brings back space into the hatchback segment.

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The bookings scenario also marks the success of a brand these days and BMW 1 Series has some large shoes to fill as Mercedes A Class bagged 400 bookings within 10 days of its launch and Audi went one step further when it clocked in 125 bookings for the Q3 Sport right on the day of the launch.

The target segment of BMW 1 series is the sporty young customers who are looking forward to possess a BMW badge but can’t really afford a Rs 30 lakh-plus car.

A lot is at stake on the BMW 1 Series and how it excels in the Indian car market as the success of this Bimmer can make or break the deal for BMW and change the scenario at the top slot in the coming years.

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