BMW's much-touted new 1-series goes on sale this Saturday after a sustained marketing offensive which includes a launch party spread over four nights for VIPS, dealers and the media on the lawn in front of the Radisson Hotel in Stillorgan, Dublin. The marketing blitz kicked off last night and ends on Friday.
Each night 500 invited guests will walk through a series of large tented domes, including a "chill-out centre" - the new car is aimed at young buyers. Under the domes they can experience a range of audio/visual displays, consoles and computer games which have been specially commissioned for the Europe-wide launch. To help ease their thirst, there will be two full bars and a champagne reception.
The 1-series marks a departure for BMW, moving into a sector dominated by the likes of Volkswagen. There will be four models, ranging from 1.6 to 2.0 litre, with prices beginning at €28,450.