No, my friend. I'm not bashing the engraving. I was just trying to point out the fault in your post. To me, the engraving is no different then the badge on the back that says 1er. It's just their to let people know what you have. The only issue I have about this is BMW's attitude like how they're giving away an option for free or something.

I don't get it. What's wrong with saying it's the first year of the 1 Series in US market? Why is it ridiculous and not accurate?

Its written on the start button. What is the big deal?

If this was being advertised on the back of the car, I could maybe understand your argument, but a small inscription on the start button is minor and most 1st year owners probably will think all 1ers come with it...

So err... lemme try and see if I got the message ...pretentious ? We got your opinion loud and clear.

Well yeh it's a bit 'gimmicky' and it sure doesn't have the exclusivity meaning that a limited edition model might have, but why is there even a problem with this?
So it's a little trivial, it still is something a LITTLE special. You have to remember, in the US the 1er hatch doesn't exist, so for those in the US who purchase the 1er Coupe or Cabriolet, they see this specialised engraving as something a LITTLE unique, something a LITTLE extra, and it makes them feel just a LITTLE bit more special owning the car. Yeh sure people's purchasing decision between the 1er Coupe and its competitors won't (*late correction*) be decided on this little engraving, but it DOESN'T hurt now does it?

Of course comments like "a revolution, that will change the America's automotive landscape" are over-exaggerations.. but to those who aren't as automotively-informed as us, it can be very easy for them to get caught up in the hype that BMW plans to build around the 1 series. As Eni said in another thread, the LA autoshow will be ALL about the 1 series for BMW, so you can clearly see that BMW are going to have a BIG push to get the 1er Coupe and Cabr' established and desired in the US market.

If there's one thing I believe in about BMW it's their Marketing. They are very innovative and fresh in how they do things... and you can bet your bottom dollar that by the time BMW's done promoting the 1er to the US market, you'll forget the word "pretentious" and come to realise why BMW introduced such LITTLE things.

But I'll stress that this is my opinion only

here is the startbutton on the limited edition for the hatchback

Awesome!

Nice move BMW. Looks like a lot of haters have found this thread....some people must be pretty afraid with the big impact the 1er line is having

Keep it up BMW!!!

All of this anger for this microscopic thing ??

Well this button is very good; like I said, limited edition is a good idea.
It was the "Year one of the 1" that bothered me. I thought they had engraved this text, and I found that stupid.

This button, with only "limited edition", is really a good, smart move to advertise the beginning of the 1.

The limited edition hatch has the limited edition text, the coupe will have the year one of the one text.

BMW marketing at its finest:

"Drivers who purchase a 2008 BMW 1 Series will be reminded that they are one of the few lucky drivers of the next BMW icon every time they start or stop their cars."

Aside from BMW feeling the need to issue a press release for this...
If you consider the possible outcomes, ie the 1 Series coupe becomes an icon (highly unlikely) or is merely moderately successful or even a failure, then the "reminder" fails on both counts. On the first, it says something about BMW's pandering to a certain market I think they'd rather not admit, and something I'll leave you all to consider, particularly in light of the 2002 ethos.