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Nargess Shahmanesh-Banks test drives the BMW 1 Series, the Mercedes-Benz A Class and the Audi A3 Sportback
The premium small-car market is lucrative business, and a budding one in Europe. It is also a good way for luxury marquees to show off their skills and woo-in those with thinner pockets. But how far can carmakers push the boundaries in this segment, asks Nargess Shahmanesh-Banks.

From top: The BMW 1 Series stays closer in design to the Z4 and M Coupe than it does to the 3 Series; an attractive swooping contoured line runs right across the side of the car from the front end wheelarch right the way to the rear lights on the Mercedes-Benz A-Class; and the provocative grille design fits in nearly on the Audi A3

First impressions last

At first glance the Mercedes-Benz baby is immediately an A-Class. Though the basics of the original design language remain -- the blunt one-boxed silhouette, steeply rising front end, high waistline -- a little chisel here and a little love there has resulted in a magnifying more refined version of the 1996 model.

The 2004 model sits more comfortably on the road thanks to its heavily flared wheelarches that also contribute to a more athletic form. One of the most striking new features introduced here, and rumoured to be feature on all new Mercedes-Benz cars, is the swooping contoured line that runs right across the side of the car from the front-end wheelarch, right the way to the rear lights.

In complete contrast, the 1 Series stays well away from the one-boxed structure, ditching an architecture that is the norm in this class, for one that carries a more coupé like silhouette. Though the car follows the basic design language bravely laid out by style chief, Chris Bangle on the 5, 6 and 7 Series BMWs, by aligning itself closer to the sportier, younger BMWs -- the Z4 roadster and M Coupe -- it affords itself more freedom of expression.

From top: The centre console is completely driver oriented inside the 1 Series; inside the A-Class is much more in keeping with Mercedes-Benz standards; and inside the A3 is all-Audi

BMW's baby is long in the nose, which houses the longitudinally mounted engine, and short in the rear that is hatchback designed with an integrated lip spoiler. It has a 2,660mm long wheelbase and short overhangs which pushes wheels to corners of the body for the finest handling. But perhaps most importantly it plays with the body surface, using sculptural complex concave and convex shapes, that give it a similar sex appeal as the Z4, though in this case perhaps a more feminine edge.

"We wanted to redefine the benchmark with a unique premium product in its category," says Kevin Rice, design team project leader on the 1 Series. He explains that the proportions, surfaces and details communicate and express the pleasure in driving one expects from BMW.

The new five-door A3 Sportback sticks to the basic hatchback design formula, though the single frame front grille shape -- first introduced on the A6 and soon to be inserted to all Audi cars -- does allow some degree of distinction from others in the sector. There maybe a hint to the new Golf, and a small wink at Seat, but this is essentially an Audi, and as one is hard to fault visually, especially when it comes down to the interior packaging, an area in which Audi excels all others.

Inside the A-Class is more of a revolution than an evolution from the 1996 model. The cheap plastic looking old interior has given way to one that is more in keeping with the luxury marquee. There's the usual mix of fine material, chrome and beautifully sculpted plastic, though the wood-effect on some models looks a little too grown-up for a car of this size. The centre console is taken straight from the recently face lifted C-Class.

BMW, in contrast, has evolved the same interior design language that shocked the less sturdy on the 5, 6 and 7 Series in its baby car. The result is a fresh approach to luxury that hasn's been entirely diluted for the cheaper model. Leather and chrome remain as key signifiers of luxury, but in the 1 Series the conventional materials are collaged and manipulated to become an extension of the exterior design language. Most importantly, the driver-oriented cabin engulfs the driver adding to the sporting feel of the car.

Mercedes-Benz offers two body versions, a five-door and for the first time, a three-door model. The A-Class is 3838mm long, 1764mm wide and 1593mm tall (on the five-door). In contrast the 1 Series comes only as a five door model. It is quite a bit longer at 4227mm, similar in width at 1751mm, but substantially shorter at 1430mm. Audi is claiming that the new Sportback offers the best possible combination of space and versatility in the premium compact sector. It is considerably longer than the A-Class and even a few millimetres more so than the 1 Series at 4286mm. Its width is similar to the others at 1765mm, and even though it feels taller, it is closer in height to the BMW at 1423mm.

Most crucially, the Mercedes-Benz baby offers the best boot capacity out of the three at 435 litres, 15 per cent more than the previous model. The car boasts an ingenious system (developed further from the old model) so that with a few simple steps and without removing the seats, a completely level loading area is created that can store a hefty 1,370 litres of luggage. The A3's boot capacity is a decent 370 litres with rear seats in place, increasing to around 1,120 litres once folded, depending on model, whereas the 1 Series can only take up to 330 litres of luggage expanding to a more decent 1,150 with rear seats split 60:40.

It is what's underneath that counts

As you would expect from these three premium carmakers, all three cars are jam packed with some of the best and most advanced technology. All three are equipped with the top-of-the-range active and passive occupant safety. Extras include run-flat tyres and tyre puncture warning system that are standard on all 1 Series models. Mercedes-Benz was criticised with the first A-Class when it came to roll support when cornering and considerable progress has been made with the new one. The most prominent of the chassis innovations is the parabolic rear axle, whose fortes include precision wheel location to give improved roll support when cornering.

The A-Class comes with a choice of seven engines, including three newly developed direct-injection CDI diesel units and a new, turbocharged petrol A 200 engine, which Mercedes-Benz sees as taking the A-Class in to a new realm in terms of performance. The three newly developed CDI diesel engines are built around second-generation common-rail technology, which operates using dual pilot injection and a higher injection pressure (1600 bar).

The Sportback offers the same engine range as the three-door counterpart (five petrols and two diesels), but it is also the first Audi to feature a new turbo charged 2 litre FSI petrol unit. The powertrains can be combined with either five or six-speed manual transmission or for improved driveability, the semi-automatic Direct Shift Gearbox (DSG), and a six-speed topstronic transmission is available on the 1.6 and 2 litre FSI models.

The rear-wheel driven BMW offers a more limited selection, two petrols (a 116i and 120i) and two diesels (a 118d and 120d). Each engine features four-valve technology filtered down from the 3 Series. A six-speed manual gearbox comes as standard on the 1 Series (5-speed for the 116i), with an optional six-speed automatic on the two 2 litres.

The verdict

All three cars are thoroughbreed German premium cars. Each model is unique in what it has to offer, and each will fit into a particular gap in the market, depending on person, location and need. For instance buyers looking for a bigger boot may opt for the A-Class, but a sportier drive will go for the other two. The A3 will most likely attract the regular small-premium buyer, whereas the BMW may apeal to a new and more adventurous driver. What is refreshing though is how these premium manufacturers have taken the risk, pushed the bounderies and really gone for it.

It has cost Mercedes-Benz in the region of €1.1bn ($1.3bn) to create this car and the investment has to pay off. The new A-Class needs to beat the 1.1 million sales worldwide of the old model over its seven year life span, which compared to say the Golf sales figures isn't that much. The A-Class is a big seller in Germany, has a decent following in Italy, France, the UK and even Japan.

BMW is hoping to attract more of a female clientele to the brand. If anything will do this job to perfection, it is the 1 Series. Audi has had a solid market share with the A3 since its debut back in 1996, and the new face is mellow enough not to rock the boat too much.

The A-Class will not sail to the US for obvious size reasons, but Mercedes-Benz insiders did hint at a variant for the near future. BMW will also not go to the US, for now, as it fears the 1 Series may tamper with the popularity of its other small car, the Mini. The A3 also does not have a solid place in the US, purely for its size.

"The car has grown up," says Mercedes-Benz chairman, Jürgen Hubbert, on the A-Class and he is spot on in this statement. The A-Class feels more refined, more Mercedes-Benz. It is un-doubtfully a highly precautious car in terms of design, but then the DaimlerChrysler has Smart to be playful with.

In terms of courage the, BMW wins hands down. The 1 Series is a brave car, as have all other models been under Bangle's shroud design direction. As for the BMW in the words of Rice: "The car embodies the typical characteristics of BMW, but in a smaller package."