Originally Posted by research
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.
This is true, just because I want a smaller car doesn't mean I don't want leather or features that are just as nice as the 7. Even if I won the lottery I wouldn't buy a 7 just because it's way too big for me, but I would love to have ventilated seats, soft grain leather or the B&O sound system in my M2 and would gladly pay for the option.