- When It Comes To Safety, Size Doesn’t Matter
- Do You Really Need All The Space An SUV Offers?
- Image Plays A Big Role In SUV/Crossover Ownership
- Maybe It’s Our Customs And Values?
- Could World War II Be The Reason?
- Maybe Surging Gas Prices Will Get People To Buy Smaller Cars
- Let’s Not Forget Automakers Want You To Buy Bigger Vehicles
- Small Cars Deserve A Second Chance In America
Instead, we shun them and buy SUVs, trucks, and crossovers in droves.
Recently, I was lucky enough to spend some time behind the wheel of the latest generation Volkswagen Polo. The little German hatchback was facelifted not too long ago, turning an already excellent small car into a stellar one.
Despite the compact exterior dimensions, the interior is spacious, and there's room in the trunk for several medium-sized bags. The turbocharged 1.0-liter three-cylinder engine is punchy, refined, and sips fuel at a glacial rate.
Inside, you'll find all the gadgets you could want or need – including optional active cruise control, a touchscreen with Apple CarPlay, rear parking sensors, and more – and wonderfully comfortable seats.
It's great to drive, too, thanks to a well-balanced ride and a slick-shifting five-speed manual transmission (a seven-speed dual-clutch is also available). And it's not just “good to drive” for a compact car. It is brilliant, end of story. And what does VW charge for all of this practicality and goodness? The equivalent of around $19,000.
I emerged from my brief stint behind the wheel wondering why the American market doesn't have viable small (and truly affordable) options and was truly stumped. Do they not suit the needs of the average American? Do small cars have an unfavorable, negative image in the States? And if so, why? Or could it be something else?
When It Comes To Safety, Size Doesn’t Matter
While it's true that older compact cars offer little to no protection in a severe collision, modern compacts – even the cheapest examples – are extraordinarily safe. The aforementioned Polo, for example, received a five-star rating from Euro NCAP, with a 94% score for occupant protection – 1% higher than the new Audi A7. And it's not just the little VW.
The new Honda Fit (sadly not offered in the USA) scored 87% in the same category and received an overall five-star rating. It's the same story for the Toyota Yaris and the Renault Clio. Many incorrectly assume that because a car is smaller, it offers less protection. As we know, this is not true. Certain trucks and SUVs, with their higher center of gravity and wobblier suspension, are more crash-prone.
So it's not safety that would stop Americans from buying a small car. Could it be space and practicality?
Do You Really Need All The Space An SUV Offers?
Before I dive into this topic, let's make one thing clear: many people genuinely need the utility and space of a truck and SUV. However, the majority of motorists have more car than they require. It's no secret America loves a big vehicle. We originated the full-size family car, put a V8 in just about everything, and single-handedly killed off sedans and wagons with our truck/SUV obsession.
Ask most SUV owners why they purchased their vehicle, and they'll give you a pragmatic response. “I need the space because I have kids,” or “It's simply more practical.” While that's true in some cases, it's not very accurate.
Spend just 30 minutes on the sidewalk of any congested city, and you'll spot countless Suburbans, Escalades, and similarly-sized SUVs with just one or two occupants. Most of the time, the rest of the seats are unoccupied, save for the rare occasion the kids are in the second row.
Yes, I hear you say, but you have more than four kids. In that case, your need for a large three-row SUV is entirely justified. But according to the latest statistics, the average American family has just 1.94 kids.
Even with a skinny teenager in tow, something like a Volkswagen Polo or Honda Fit should suit the needs of the average American family – and with space to spare. The real reason people buy large SUVs (for the most part) is far more shallow and vain than you'd think.
But before we discuss that, let's briefly touch on crossovers. These are jacked-up hatchbacks dressed up like tough SUVs but with none of the capability. What you get in return for your money is a more expensive car that is less enjoyable to drive, uses more fuel, and only offers a little more space.
Consumers are enamored by the “rugged” looks and “adventurous” persona and pay a premium for this – even though something like a Honda Civic or a wagon would suit their needs just fine.
Image Plays A Big Role In SUV/Crossover Ownership
So, what's the reason people buy SUVs and crossovers? Some believe it's all down to the image. People want to be perceived as superior, and an SUV/crossover/truck conveys that in several ways. Not only do you physically sit higher, which evokes a feeling of imperiousness, but the SUV has always been associated with prosperity. By association, the crossover is also linked to these qualities.
Aside from this, some experts believe the reason we buy SUVs in our droves has much to do with our survival instincts. Renowned marketing specialist and psychologist Clotaire Rapaille believe they trigger something in our reptilian brain. “It is survival and reproduction,” he told Germany's Deutsche Welle. “I'm stronger, I'm bigger, and I'm more powerful than you. If you [own] a little car and I have a big SUV, and we crash, you're going to die, and I'm going to clean my SUV.”
We know SUVs, trucks, and crossovers are no safer than any other modern car, but we still innately believe this to be true.
Could it be something else?
Maybe It’s Our Customs And Values?
The compact car is king in Europe, South America, Africa, and Asia. It can do just about everything: it is a family car, a taxi, a practical workhorse, and the perfect way of getting from A to B – especially on narrow, crowded roads. But in America, we're not burdened with these restraints or limitations.
As such, the average American's approach to cars is very different from the rest of the world, as Sam Fiorani, Vice President of Global Vehicle Forecasting at Auto Forecast Solutions, explains. “Americans have always been 'bigger is better” people … the idea that larger is safer drives some of the demand away from cars. The desire to impress one's neighbor does even more to drive demand away from 'small' cars to larger crossovers, pickups, and SUVs.”
Why, then, is America's motoring needs so vastly different from everywhere else? According to Fiorani, the answer may stretch back to the 1940s.
Could World War II Be The Reason?
After World War II ended, many nations were economically distraught, and small cars were the answer to various transportation needs. Italy came up with the Fiat 500, France had the Citroen 2CV, and England's contribution was the iconic Mini.
Across the pond, America's economy blossomed after the war. “Americans saw the post-war boom that encouraged them to procreate, buy homes in the suburbs, and own enormous cars with towering tailfins,” added Fiorani. We can't even blame domestic automakers for not trying to embrace smaller cars.
“Every time manufacturers decided to downsize, the announcements were followed by [a] why?” When General Motors downsized its full-sized lineup in 1977, sales of the still-large Ford, Mercury, and Lincoln models grew,” added the Vice President.
Fiorani notes that the rise of the SUV and crossover can be traced back to the CAFE regulations introduced in the 1980s. While cars were expected to average 27.5 MPG, trucks were only required to average 19.5 mpg. A few years later, in 1990, the Ford Explorer arrived and kicked off a trend that's still going strong.
Maybe Surging Gas Prices Will Get People To Buy Smaller Cars
Gas isn't cheap. The current average price for premium fuel sits at $4.308 per gallon, which means it costs nearly $80 to fill the tank of something like an Audi SQ5. That would put a dent in the average person's wallet, but it's still cheaper than fuelling a compact car in the United Kingdom, for example, where a gallon costs, on average, £5.421 ($6,73).
That means filling the tank of a Toyota Corolla (with a 13.2-gallon gas tank) would cost the equivalent of $88,84. So one could drive a gas guzzler in America, and it would cost less fuel than a small car in Europe or the UK. Gas prices are unlikely to come down in the near future, so there's a chance smaller, more efficient vehicles will make a return.
Let’s Not Forget Automakers Want You To Buy Bigger Vehicles
As mentioned, CAFE regulations changed the automotive landscape. “Since automakers were forced to make money-losing Escorts to offset money-making Crown Victorias, they slowly shifted their focus to trucks,” explains Fiorani.
This led to greater profits for car companies, which realized they had struck gold. “Not only did they have lower fuel economy hurdles to jump, but they also had easier safety regulations at the time. These vehicles, at least initially, cost less to make and demanded the same or more money,” he added.
The few small affordable cars that remain on sale in America are slow sellers, as evidenced by the sales statistics. Kia's latest numbers spell it out nicely: last month, the Korean automaker sold 12,862 Sportages and 10,005 Tellurides. During the same period, Kia managed to shift just 2,216 examples of the Rio, which starts from $16,750. Even the EV6 managed to outsell the Rio.
Small Cars Deserve A Second Chance In America
Over the last few years, scores of affordable compact cars have been culled in the United States. Ford sent the Focus packing years ago, and the Fiesta has been killed off globally. VW only sells performance versions of the Golf, and the smallest Toyota money can buy is the Corolla – a car classed as a midsize vehicle in most regions.
Electromobility may see the small car return to America. It's no secret that EVs are expensive to buy, and if we are genuinely going to democratize emissions-free motoring, we will need far cheaper alternatives. Perhaps compact vehicles like the forthcoming Volkswagen ID. 2all (pegged as an electric Golf replacement) will reignite this trend, and local consumers will realize that big trucks and SUVs are unnecessary for 90% of our activities.
If we could get over our obsession with status, size, and the desire to impress our neighbors, the small car could enjoy a renaissance in America and mobilize the masses in the electric era – much like in Europe after World War II.
Keyword: A Deep-Dive Into America's Disdain For Small Cars