---
title: "BMW has a plan to ‘keep the brand young’ — A cheaper EV"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/286811984.md"
description: "BMW plans to launch an affordable electric 1 Series in 2028 to attract young buyers and remain competitive against lower-cost Chinese EV brands like BYD, which is currently the best-selling EV brand in the UK."
datetime: "2026-05-18T19:50:42.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/286811984.md)
  - [en](https://longbridge.com/en/news/286811984.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/286811984.md)
---

# BMW has a plan to ‘keep the brand young’ — A cheaper EV

BMW wants to stay relevant, and an electric 1 Series may do the trick. The 1 Series will return as an affordable EV to attract young buyers.

## When will BMW launch the 1 Series EV?

It’s no secret by now that traditional luxury brands, including BMW, have struggled to keep up with lower-cost Chinese EV brands.

BYD is now the best-selling EV brand in the UK and plans to launch several new vehicles in Europe this year, including under its luxury sub-brand Denza.

BMW has an idea to fight back. The German luxury brand is planning to launch the next-generation 1 Series in 2028, which it’s betting will help level the playing field.

### Related Stocks

- [BMW3.DE](https://longbridge.com/en/quote/BMW3.DE.md)
- [BMWYY.US](https://longbridge.com/en/quote/BMWYY.US.md)
- [BMW.DE](https://longbridge.com/en/quote/BMW.DE.md)
- [01211.HK](https://longbridge.com/en/quote/01211.HK.md)
- [002594.CN](https://longbridge.com/en/quote/002594.CN.md)
- [BYDDY.US](https://longbridge.com/en/quote/BYDDY.US.md)
- [HYDD.SG](https://longbridge.com/en/quote/HYDD.SG.md)
- [BYDDF.US](https://longbridge.com/en/quote/BYDDF.US.md)
- [81211.HK](https://longbridge.com/en/quote/81211.HK.md)

## Related News & Research

- [USA: BMW introduces discounted charging rates at Ionna network](https://longbridge.com/en/news/286776736.md)
- [BMW And Mini EV Drivers Get A Sweet Discount At Ionna](https://longbridge.com/en/news/286527361.md)
- [BMW is offering a 20% discount on EV charging at IONNA through September](https://longbridge.com/en/news/286596213.md)
- [BMW surpasses 2 million EV production milestone](https://longbridge.com/en/news/285820174.md)
- [10 little cities that are becoming the next big thing in the US, according to data](https://longbridge.com/en/news/286652453.md)