BMW has one aim for the 1-Series: to depose the VW Golf as the king of the hatches with the young office set. Yes, of course, there's the Audi A3. But a trawl through most office car parks shows that for aspiring young Turks, the Golf holds sway, with the natural progression being to either the Audi A4 or the BMW 3-Series.
Now the Bavarians want to capture these customers at what could be called their "premium puberty" stage. The trick is to then keep them loyal to the badge as they work through the range, from rising exec in the 3-Series, through the family 5-Series, the mid-life 6-Series and the fat cat boardroom 7-Series. There's even the Z4 for those who veer off the beaten track to start a band or set up that online pet crematorium business. That's the theory, at least.
BMW is spending a fortune bringing its dealers on board this new lifetime approach. For some it will mean a whole new custom coming through the door. No longer simply Audis and Mercedes in the customer car park, they are going to have to get used to ageing Toyota Corollas and the like being offered up as trade-ins.
Of course, to carry the whirring rotor logo, there's one key factor that demanded of any car - an enjoyable drive. BMW has prided itself on its handling prowess. But can it bring these traits down to the hatchback market?
We managed to secure two test cars for the week - the 118d and the 116i, likely to be the two best-selling versions here. Of the two, the latter will probably top the market.
First impressions were that the car is more squat than we imagined. Parked beside a Golf in an empty car park, it looked much the junior.
The 118 diesel has all the power, but the 1.6-litre is surprisingly well balanced for Irish roads.
The big selling-point for the 1-Series is that it retains BMW's rear-wheel-drive principles. For those who enjoy the driving pleasure, that's a very tempting proposition - and it doesn't disappoint.
This is a car gifted with a brilliant chassis that, in all honesty, could cope with more power than that on offer. In terms of outright power, the 116i is significantly slower on paper than the rest of the petrols or the more punchy diesels. It will reach 62mph in 10.8sec - top speed of 125mph.
As for the difference in torque, or pulling power, the diesel dominates, with the 118d developing nearly twice the 116i's 150 Newton metres.
Yet, while it takes a little more encouragement to get going, we prefer the gentle hum of the petrol rather than the unrefined diesel. The price you pay is having to maintain a rev range of between 4,000 and 6,000 rpm if you really want to enjoy it. Engine noise is the result, but it's never too intrusive and, if you ease it back to lower revs, you can happily cruise in relative silence.
The five-speed gearbox on the 116i - the rest get six-speed boxes - tend to have the shortest gearing in the range to make the most of its power and torque.
Both gearboxes are precise and well-sprung, though reverse is a little too close to first for the comfort of those behind you at traffic lights.
The car gets into a good rhythm on the S-bends. BMW has managed to engineer all the art of a fun drive. Balance is impressive and steering direct. In terms of handling we noted a difference between the two versions we tested - the 116i just all came together so well, as if its better weighted for tight and twisting Irish roads.
Driving position is enjoyable - you're seated low, enveloped by the minimalist dash and up front, the long bonnet stretches into view. Wrap your hands around the chunky leather steering wheel and you feel all cheeky and rebellious - it's all part of the hatchback thing. We didn't notice any significant kick-back from the use of runflat tyres either, part of BMW's policy to eventually introduce them across its entire model range.
The start-stop button is a mistake, however. It's an unnecessary gimmick, but the rest of the interior set-up is the best on the market. Plastics are premium quality and interior trim is tasteful.
While many buyers will be young singles or couples, some will come with kids in tow. For them the rear space is all-important. The looping overhang on the rear door, like elephants' ears, makes you step back when opening the door. The rear wheel arch further impedes egress and ingress, forcing you to adopt the curvature of the car.
When inside, two very comfortable rear seats are wide enough for most rumps. Leg room and headroom is surprisingly ample, despite the car's apparently diminutive nature. It is, however, a two-seater in the rear - the central tunnel would make a third passenger fidgety and uncomfortable on any average trip.
The boot is quite ample for a small hatch, though it doesn't match the Audi A3's 350 litres. Young families will find it too cramped for baby buggies and shopping without dropping down the rear seats.
So, what do you get for your money? Well, buyers will be disappointed at the lack of air-conditioning as standard, something that will set you back over €2,000. Add the extras to bring it up to what we'd call decent spec that will help its resale value and you might as well go for the SE at €32,400. Unfortunately that pushes the 1-Series out of several company car drivers' budgets.
The biggest difference between the petrol and diesel is, of course, fuel consumption. The 1.6-litre lacks the variable valve controls of the larger petrol engines, so it's actually the thirstiest model on offer. We managed 30.2 mpg.
Would we opt for the 1-Series? Yes, if we cared about image - and if we enjoyed driving. For the family with kids, the Golf and its like will probably still win for the space in the back.
But, for all that, the 1-Series is still a very good buy. It's a really enjoyable drive, it carries a badge that ranks high in the status stakes and it promises rock-solid resale.