exact opposite, actually
BMW = tired styling. REALLY tired. the bangle thing is way worn out its place in time. The flame surfaced Aero bit is DOA for some time now.
I don't have any issues with it being a premium marque. If you need the beemer, don't be a poseur; save a few more bucks and get the 3 series. What I do have issues with is the fact that this car only exists to push up the price of the 3 series to a point where it does not deserve to be, and, it creates an entry level that is really the equivalent to buying a Ralph Lauren 'polo' t shirt. The product is merely a billboard for advertising and they can suck a few folks into the fold because they are willing to sell something with the name on it that overly image conscious folks will buy. Not because of the ride and handling, etc, but simply because its an accessible price point for desperate wannabes. And a car this small really provides no luxury to anyone.
so in the final analysis even if the car is capable, it exists more as a marketing exercise because they can get people to pony up for a lunch size portion of the signature dinner entree rather than a real willingness to provide the brand's core values.
if folks want to spend their dough on it, i don't care. i guess if bmw can get it, fine by me. Since we have crappy little A3's and such.
that 318i or 316i or whatever was real successful in the US.
this car is the BMW equivalent of a VW cabriolet or Miata. It's a like a new puppy under the christmas tree at christmas all wrapped up in a white towel. Its got way too much cute factor for it to be a man's car, and it really doesn't come off as a hardcore performance car, even if it's capable, because the wrapper is so soft and squishy and female and cute.
why not just get a Z4? at least they know what you're packing under the zipper if you have one of those.
understand that my venom and comments are only really directed at the convertible. I guess I can buy the coupe concept. small, RWD coupe. there are few of those. in that regard, the product is relevant.