Not a marketing exercise but an awesome machine.
Far better looking than the old 1 Series Coupe. Driving and owning qualities mark it out as a real BMW.
Not all that sharp to drive but it’s comfy and striking. For some, that will be enough.
At a stretch, we can see a point to the 4WD versions, but really though, this is an unnecessary diversion. And not a very pretty one, either.