BMW 120i tries to entice younger market segment
BMW 120i tries to entice younger market segment
Primastuti Handayani, The Jakarta Post, Jakarta
On the road, the new BMW 120i, has drawn many curious looks from
motorists. It was as though people wanted to make sure that what
they were seeing was really a BMW.
Hatchbacks are not all that popular here. But PT BMW Indonesia
believes that this model will entice younger customers.
"We notice there is a younger target group in Indonesia that
has increased purchasing power and demands differentiation and
individuality. This is a small group consisting of young
individuals who enjoy versatile, high quality, sports cars that
stand out. The BMW 1 Series fulfills these needs," the company's
president director Josef Honsel said during the launching.
Only the BMW 120i has entered the domestic market so far,
although BMW also issues the BMW 116i with a gasoline engine and
the BMW 118d and BMW 120d with diesel engines.
Despite being a new model, the car still carries the double
kidney grille. The silhouette, however, has lower roof line, thus
giving a sportier yet trendier look.
The new car is 4.2 meters long, 1.75 meters wide and 1.43
meters high with a wheelbase of 2.6 meters.
The 120i is easy to operate particularly with the start/stop
button that ignites the engine.
Equipped with an in-line four-cylinder, 16-valve, 1,995 cc
powertrain, the car has a maximum output of 147 horsepower at
6,200 revs per minute (rpm) with a maximum torque of 200 Newton
meters at 3,600 rpm. The 120i's top speed is 217 kilometers per
hour (kph) and can accelerate to 100 kph in 8.7 seconds.
The car was agile enough when being driven along the inner
city toll road, and very stable even at more 120 kph, which is
already over the toll road speed limit of 100 kph, thanks to the
rear wheel drive system.
Since safety has become a consumer concern, BMW 120i also
offers active and passive safety equipment, including Dynamic
Stability Control (DSC), Dynamic Brake Control (DBC), Electronic
Differential Lock, Brake Force Display as well as a complete
airbag system comprising head airbags for all seats.
These safety features and an exemplary protective body
structure led to a five-star rating in the Euro NCAP crash test.
With the company now including a "flat tire" run feature for
its cars, customers don't need to worry in the event of tire
blow-outs as the can still travel for up to 150 kilometers at 80
kph with four passengers.
As if to emphasize its target of younger customers, BMW 1
series provides Bluetooth wireless connections and/or compatible
plug-in connecters for an iPod for playing MP3 tracks.
Although the cabin was spacious enough, big and tall persons,
whose height is over 1.75 meters, might find it cramped in the
back seats.
With tough rival Mercedes-Benz also launching its new A 260 on
Wednesday, the 1 Series is facing a tight competition in this
market.
According to BMW Indonesia, up to first week of May the
company has received 42 orders for this model.
All in all, the BMW 120i, offered at Rp 435 million (about
US$46,000), will give more options for car aficionados.