BMW is preparing to launch the new generation of the 1 Series, its representative in the compact segment, in 2028. The new model targets young users in the European market with both electric and hybrid power units.

While the current 1 Series is offered only with internal combustion engine options, the electric version will also be included in the product range with the fourth generation. This new electric option will rise on the brand’s Neue Klasse platform and share similar design boundaries with other engine options.

Neue Klasse Design Language and 1 Series

The new 1 Series will continue to maintain its hatchback form against rivals such as the Mercedes A-Class and Audi A2 E-tron. The vehicle will carry traces of the Neue Klasse design language seen in the iX3 SUV and i3 sedan models.

Oliver Heilmer, head of BMW compact vehicle design, states that Neue Klasse is not just a design guide, but a mentality. Heilmer states that each model should have its own character and that the 1 Series will be presented with a unique identity in this process.

BMW sees the 1 Series as one of the most valuable cornerstones of the brand and emphasizes that this segment maintains its strategic value despite the heavy interest in SUV models. The model, which achieved sales success of approximately 200 thousand units worldwide last year, has a strong position especially in markets such as Italy and France.

Product manager Bernd Körber states that the 1 Series plays a critical role in keeping the brand young and developing its customer portfolio. BMW, which wants to continue to be a global player, aims to keep young users under the brand roof by continuing its presence in this segment.

Differentiation Strategy in Design

It is stated that the design of the new generation 1 Series will change significantly and will be shaped by the Neue Klasse vision. However, the brand will continue to use different kidney grilles and silhouettes to ensure that each model has its own unique character.

BMW aims to strengthen each series’ own identity by avoiding designing its smaller models as a scaled-down copy of the larger series. The design team continues its work to ensure that the 1 Series has an emotional and original character.

What kind of impact do you think the new generation 1 Series will have on the compact hatchback market with its electric version?