I have a stripped 325 (I have one option, ZSP), therefore the car did not cost that much. I assume a well equiped 130i would be very equal in price with the performance edge going to the 1, but the 3 in my mind is already perfect. This would be a very tough decision. I think I might try the 1 for myself and get a 3 for my wife.
So the question to BMW is will they make more profit by selling a well equiped 1, or a less equiped 3? I think they have to be really careful about canibalization and am frankly still surprised that they decided to bring it over across the pond.