BMW 1-Series 'M'...

Ready to rock the Cooper S?

When the men and women responsible for designing new cars have a sit down, one can usually predict at least some of their results. One of these is coffee-induced heart burn, the others are fresh new styling, a range of improved safety features, a choice of engines to suit every need and an advert showing the car going at a faster speed than it will ever be capable of, meandering across the sands of some mysterious beach at low tide.

All extremely important. You want your buyers to be attracted by the thought of buying into a premium brand, made to feel reassured by the latest in crotch-airbag technology and empowered by the power-train at the mercy of their big toe. BMW does this very well. What used to be branded as the ‘Ultimate Driving Machine’ is now something about ‘joy’ and that being the very essence of man or something. Powerful stuff nonetheless, all those bleached smiles glinting in the California sun is enough to make you extend the mortgage.

Most car makers try to take their latest models to every type of buyer. For Margery and Alfred who want a smooth Sunday drive to Costcutter and Gala Bingo, there is usually a small petrol or diesel returning good MPG being cheap to fix. For those who want good economy with low-down power, larger diesel engines will be on offer. But then things get serious, and expensive, when most car makers decide to develop some sort of ‘hot’ version, inspired by some sort of motoring heritage, in some sort of credible automotive competition.

Audi have their ‘S’ and ‘RS’ versions, Renault have their ‘Renault Sport’ division, Ford have the ‘ST’ and ‘RS’ models. Almost every badge that produces a mainstream model with a range of engines will make a dad of three driving down a bypass feel like Nigel Mansell crashing down the Hangar-Straight at Silverstone. The ‘M’ division of BMW is one of the best no argument, constantly bringing cars to the market which, for those who can afford it, offer unrivalled driving experiences. To this day I heard few engines notes better than the E91 M3’s straight-six bouncing off the rev counter, there are some more nostalgic yes, but little so exciting.

However, when the men and women at BMW sat down to revise the 1-Series line-up, somebody must have dropped something pretty funky in the coffee, because there is talk of an M-division 1-Series being put into production. BMW aren’t sure whether to use the name ‘M1’ owing to the great ‘M1’ of old, but the car will feature a twin turbocharged six cylinder engine kicking out 350hp. Planned for sales to begin in mid-2011, this £38,000 car that should will head-to-head with Audi’s future RS3 model leaves one hoping it isn’t a step too far. The ‘M1’ is undoubtedly tapping into a younger market, but can young people afford to run these cars – let alone the insurance on them? BMW think so, after what they have called an “overwhelmingly positive reaction” to the whole project.

This is a brave attempt by BMW to tap into new buyers and I for one hope they succeed. This is exactly the type of thing car lovers like to see because it shows a carmaker pushing the boundaries, even if it comes at a considerable cost. Maybe talk of possible stop-start technology returning just over 30 MPG will generate more interest, yet the dubious styling of the 1-Series and such a high price tag will always stack up against this new model when it reaches our shores next year.