BMW "premium feel" in small segment usually means high price, BMW badge and often weird styling.
Audi does "premium feel" much better in small cars segment. It's interiors quality is superb through the range (look at A1) and while they also charge quite a bit, at least you get almost A8 quality cabin in a small city car. Unfortunately when it comes to 1 series the cabin materials are certainly not 7 or even 5 series good. It's just "premium" price.
'07 TiAg BMW Z4 Coupe 3.0si / Everything