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I think its too high. Not to mention they basically gave it all the options of the 3 series which is a mistake. Things like comfort access should be exclusive to 3+ series. Basically BMW is making the 1 series a 3 series in a different body for less money. Terrible marketing IMHO. They have to keep some differentiality(is that a word?) between the two lines to justify the higher pricing for the 3 series. If you can get over the looks and size of the 1 series, you can have all the perks of a 3 series (options and performance wise) for $5-10K less.
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