DAVID says: Prestige carmakers have a couple of choices if they want to attract new buyers to their marque.

They can either produce cut-price versions of an existing model in the hope that people will be prepared to give up some of the goodies in the quest to have a certain prestige badge on the driveway, or build an entirely new model.

BMW's approach has used the latter strategy with the 1 Series, which has winning over new customers at its heart.

The first battle to win over buyers is in the exterior styling and BMW have not been shy. The long wheelbase, short overhangs and striking bodywork hark back to some of BMW's sportiest recent models, creating an air of the Z4 sports car and the M Roadster.

It is not to everyone's taste, but it certainly is distinctive. Nothing else on the road looks like the 1 Series and few cars in its class can claim to drive like one either.

The sports car-feel starts when you fire up the engine, not with a key but with a button on the dashboard, unashamedly lifted from the James Bond star car, the Z8.

A lightweight chassis and suspension, with plenty of aluminium parts, play their part, but the crowning glory is the way the 1 Series leaves the front wheels to guide the car while the power is transmitted to the rear.

The front engine-rear drive layout ensures improved grip and better traction under acceleration as the weight of the car transfers to the rear.

Taut, responsive handling and a firm, but comfortable ride, maintain BMW's sports saloon credentials with the more practical benefits of a compact hatchback.

The test car, powered by a 122 horsepower, 1.8-litre diesel engine, was fitted with a slick, six-speed manual gearbox and like all 1 Series comes with six airbags and a host of electronic systems, from anti-lock brakes and dynamic stability control to traction control and BMW's tyre puncture warning system.

SE specification gives 16-inch alloy wheels, automatic climate control, a front arm rest, front fog lamps, interior auto-dimming mirror, three-spoke leather-trimmed sports steering wheel and rear parking sensors.

With prices starting from £15,690, converts are expected to come from the ranks of existing VW Golf, Vauxhall Astra, Renault Mgane and Ford Focus owners and drivers of premium front-wheel-drive hatchbacks like Audi, Mercedes-Benz, Volkswagen and Alfa Romeo. They won't be disappointed.

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MARIE says: Jewellery has been a recent addition to modern cars. It started a few years ago with headlights.

Where we were once happy to have a couple of round, tea-plate sized lumps of glass plonked on the front of the car, carmakers decided we needed something glitzier.

So ordinary bulbs were replaced with projector lamps, which grew in number until now the modern headlamp, often shaped like an eye or a teardrop, has the dazzle of a ballroom chandelier.

BMW's new 1 Series has added to the share of classy lighting and after dark, stages its own little show with blue-white lights shining out under

each door handle, providing light at the side of the car.

Low-level red lighting in the interior makes the well-designed, uncluttered dashboard instruments easy to read, and sets a calming mood for all the passengers.

The engine starts at the push of a button and the new-style key exchanges information between itself and the vehicle, recognising preferred settings for door mirrors, air conditioning, radio stations and electric seating position. This is ideal if two drivers, each with their own key, are sharing the use of the car.

The six-speed manual gearbox is easy to select and use, and although the steering felt firm, the positive feel gave an enjoyable drive. Travelling round town needs a close eye on the speedometer and a light touch on the accelerator to keep it to 30mph. Operating the pedals felt odd at first, as they are mounted centrally, rather than being offset to the right as in some cars, but I soon got used to their position.

My only grumble was with the soft-touch indicator stalk. Instead of a definite click into place, the stalk only needs a gentle touch to turn on the indicators, but in my opinion it was too soft and I sometimes found it difficult to cancel them, without indicating the opposite way.

Loading your shopping in the boot is no problem as there is plenty of space to hold a couple of good-sized suitcases. The boot lid is easy to reach and shut and the badge on the rear acts as its lever for opening.

Driving around in the sporty looking new 1 Series, you may want to dress up a bit as it's a gem.

David and Marie Duffy

AUTO FACTS

MODEL BMW 118d SE

PRICE £19,290

INSURANCE GROUP 11

FUEL CONSUMPTION (combined) 50.4mpg

COMFORT Excellent

TOP SPEED 125mph

LENGTH 422.7cm/166.4in

WIDTH 175.1cm/68.9in

LUGGAGE CAPACITY 11.6 cu ft

FUEL TANK CAPACITY 50 litres/11 gallons

CO2 EMISSIONS 150g/km