I've recently spent some time with the new 1 Series - it's actually a decent car. It's nicely put together, it has a decent interior, the infotainment system is decent and it has a decent engine range. Despite being FWD, which I am not a fan of, it still drives well and it was unique in its class having RWD previously anyway. Now, it's the same as the rest of the class. It's a better car than the previous one in most respects. There are many reasons to buy one beyond just the badge - it's a decent product. I suspect you've never so much as set foot in one. It isn't a car I'd ever buy as small hatchbacks are not my thing, but that doesn't mean I can't see the appeal.
Even the 'rep mobiles' are fundamentally good cars - there is a 320d on every street corner but you know what? It's an incredibly good car - the better engine models are far better for the driving enthusiast but the basic car remains unchanged even with the 'rep' engine in it.
I appreciate I am seen on here as quite the BMW fan - but there is a reason for this. More often than not, they make really great products. They are not perfect and are prone to slip ups, especially in the styling department (Honestly, I dread the direction they are currently taking), but generally they make great cars which drive well, work well, have a great range of engines, are good to drive, have great user interfaces etc. If they didn't then I'd drive something else*
*Like I will be if they continue down the current road styling wise.