BMW has a plan to ‘keep the brand young’ — A cheaper EV
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- BMW will launch the fourth‑generation 1 Series in 2028 with electric and hybrid powertrains, using the Neue Klasse EV platform while retaining its hatchback silhouette.
- BMW will price the entry‑level 1 Series EV around £30,000 ($40,300) and equip it with a single rear‑mounted motor delivering up to 322 hp and a WLTP range of up to 599 miles.
- BMW will fit the new 1 Series with its “digital nervous system” of four high‑performance computers, delivering 20× the computing power of current models and powering the Panoramic iDrive 43.3‑inch display.
- BYD leads UK EV sales and is expanding its luxury Denza brand, prompting BMW to view the 1 Series as crucial for attracting younger buyers and countering low‑cost Chinese competition.
- Bernd Körber said the 1 Series is “very important” for keeping the brand young and developing customers within the portfolio.
Why it matters: Young drivers gain a sub‑£30k premium EV, while BMW protects market share against BYD’s surge; the 2028 launch adds a volume‑oriented, tech‑rich model to the German luxury lineup.
![BMW’s menacing new EV concept offers an early look at the first electric M3 [Images]](https://electrek.co/wp-content/uploads/sites/3/2026/06/BMW-M-Concept-EV-i3.jpeg?quality=82&strip=all&w=1400)
