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With Small Cars, How Small Is Too Small?

Subcompact cars are better than ever, but they may never be a good fit for America.

By Lawrence Ulrich Oct 13, 2010 7:45AM

The 2011 Mazda 2. (Image courtesy Mazda.)There’s no question that Americans are opening their minds and wallets to small cars. But how small are most people willing to go? That’s the question I have after testing the Ford Fiesta subcompact and its kissing cousin, the Mazda2.

 

The Ford and Mazda hatchbacks, like the Honda Fit before them, are cute and spunky, if underpowered. But I’m still not sure I’d buy one -- especially when I could have a slightly bigger, better compact like a Mazda3 or the new-generation Ford Focus for only a bit more money.

 

The Fiesta, especially, can shoot right past $20,000. Come spring, you’ll be able to own a smartly equipped Focus –- with more style, space, power and handling -- for maybe $1,000 to $2,000 more. And while Ford has touted the Fiesta’s 40-mpg highway fuel economy, I didn’t come close to that during my testing, achieving closer to 35 mpg –- identical to the mileage I’ve seen in the larger Focus or Honda Civic.

 

In cities such as San Francisco, or in my parking-challenged Brooklyn neighborhood, city cars like the Ford, Mazda and MINI make the most sense. They’re the kind of pee-wees that I think will barely squeeze into a space, and when I jump out, I still have 3 feet behind my rear bumper. But you know what? I’ve never had a problem parking a conventional compact here, either. In any American city, metered spaces or mall slots are big enough to handle even huge SUVs, so no advantage there. And radical downsizing seems even more dubious in the Midwestern suburbs or pickup-loving Texas, where driveway and parking space isn’t at a premium.

 

According to J.D. Power and Associates, subcompacts have grabbed a record 3.8 percent of the market so far in 2010, up from barely 1 percent five years ago. Power projects that subcompacts’ market share will break 5 percent in 2013, but then hold flat through 2017. In other words, growth will peak. Subcompacts will be miles better than before, but they’re still for a relatively select audience. And the big reason, of course, is that Americans have no incentive to radically downsize, unless and until gas prices shoot to $5 per gallon or more.

 

Certainly, groundbreaking cars like the MINI and soon the Fiat 500 have popularized the segment. More Americans are discovering the joys of hot-handling, fuel-sipping, European-style cars like the Volkswagen GTI. I’ve owned two GTIs in my life, and like any hot-hatch fanatic, I’ve spent years convincing skeptics how rewarding they can be to drive. But America isn't Europe, where gasoline costs roughly $6 per gallon and where owners are heavily taxed for driving gasoline cars -- as opposed to government-favored diesels -- and especially gas cars with large-displacement engines. Throw in narrow streets and congested cities from London to Rome, and you can see why minicars are popular there.

 

This spring’s arrival of the European-market Focus, one of the world’s best compacts, will be an acid test, one that may yet burn the new Fiesta. For most Americans, a Focus-sized machine is what you visualize when you think “small car.” Without the prospect of saving serious money on price or gasoline, there may be little reason to go smaller.

 

 



 

114Comments
Oct 20, 2010 11:11PM
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Safety, reliability, economy and basic comfort.
Necessity put me in a vehicle twice the weight and three times the dealer cost
(40% more fuel for the miles).

I miss my little car.
Most people think they need the monsters they drive.
They don't.

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If this is not the case, revise your post and try again. Weird site, fellow posters)

Oct 20, 2010 10:44PM
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I have to wonder, If you have to buy one of these cars, may be you should not even own a car at all. May be a golf cart or shopping cart may work better for you.Smile
Oct 13, 2010 8:53AM
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as opposed to government-favored diesels
Actually, diesel owners are heavily taxed: the fuel is taxed to the max and most European countries impose additional levies on diesel cars.

However, crucial differences remain: in spite of all these additional expenses, in their traditional want, Europeans will put all the numbers down on paper before buying a car, since most cars are paid in cash over there, and come to the conclusion that a diesel car is still cheaper to operate, maintain and own long term than a gasoline car ever could be.

That, and Europeans will typically drive their cars for 12-25 years, since coming up with cash outright for a new car takes about that long, and it's considered a complete loss to buy a new car every two to five years.

But yeah, you get skinned alive for owning a diesel car over there. It was paying through the nose all the way. It's just that everyone realizes that diesel is more economical and the way to go, something that has only begun happening here in America.
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