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American BMW 1-Series to get special starter button
By Yoann Besnard on 14 November 2007 | 
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BMW wants its 1-Series model to succeed on the American market and seems to be determined to use all possible marketing tricks. Due to go on sale next year, the compact model will feature a unique starter button. This starter button will be engraved with the message “Year One of the 1”.
The purpose of this gimmick is to make the driver to feel special about the 1-Series despite the fact that he or she will have to insert a key before pushing the starter button.
The three door and five door hatchbacks will not be imported onto the American market. BMW will import the coupe and convertible variants in order to avoid direct competition with Audi on the same segment. However, Audi is already selling the Audi A3 Sportsback and plans to sell the eagerly awaited A3 convertible. We can count on an interesting battle between the two carmakers.
