Big Three – Missing the Mark for Sub-Compact Offerings in the US

By Lloyd Frazier

When I was a kid, (fyi…I’m from the latter part of the Boomer generation)  you would not see many cars on the road that were not built on US soil.  Sure, you would see the occasional Volvo, Renault, or Mercedes but hardly ever an Asian built vehicle.  I never saw a Toyota until my uncle gave us a ride in in his Toyota Corona.  It was small compared to our family’s 1956 Plymouth Fury.  While putting down the road, it bounced all over the place and was a bit noisy.  To a small boy who loved to peruse the Chevy, Ford and Dodge dealers looking at the muscle of the time, the Toyota was pretty forgettable.

Now let’s step forward to a couple of years ago.  My daughter, a couple years out of college and starting a decent career, doesn’t really think twice about purchasing a used 2005 Honda Civic.  To her, it was her only choice for quality and reliability at the price she was willing to pay.  The savings in gas was a motivator as well.  To appease her father, she took a look at the domestic sub-compacts before purchasing the Honda.  I winced when I saw her pulling up in the shiny black Civic two door.  She was very proud of her purchase and smiled as she came up to me.  “Well Dad, whaddya think?”  Struggling to overcome the shock and be diplomatic over the news that my daughter went with an import, I smiled back and gave a nod of approval.  After all, it was her choice.  She then proceeded to tell me that she really liked the Chevy Aveo, but the model year she considered, which was an new ’07 model was more than she could afford.  She did not like the Dodge or Ford offerings because they were bigger, higher priced and less fuel efficient.  I couldn’t argue there.

Fast forward to today.  After perusing through what the Big-three has to offer young people just starting out, I realized that the Honda Civic was probably the most prudent choice.  After all, Honda makes some terrific engines and drivetrains.  Compared to Toyota, they are a smaller, leaner company with a comparable or better track record for reliability.  My biggest disappointment is that GM, Ford or Chrysler doesn’t really offer anything exciting or appealing in the sub-compact market.  The Aveo is about the only thing that even gets a notice.  I want to purchase a sub-compact for my wife.  She likes the Aveo.  I just wanted a broader choice.  I really am not thrilled with imports.  Yes, I admit it…I like to support Detroit when it comes to purchasing a car.  I have only owned domestics and I am not changing that any time soon.  Contrary to what you hear parroted in the mainstream media and other sources claiming to have a superior point of view, GM, Ford and Chrylser makes some really good, reliable, cars.  They just don’t have what people are looking for right now.  Especially with the high price of gas the way it is.  If you go to Europe, you will see that the compact market is abuzz with GM and Ford products.  Some rather good looking compact cars, by the way.  Why can’t they bring them over here to the US?  They are desperately needed to compete against the Asian offerings.

There is hope coming on the horizon.  We may not see it for a couple of years, but the Big Three are starting to realize the benefits of global platforms, the public need for reliable, fuel stingy, sub-compacts and bringing them stateside. 

Here are some concepts that just might see the light of day in the US 

Ford Verve

Chevy Triplets: The Beat, Trax and Groove

Dodge Hornet

We can always hope.  You better hurry up GM, Ford and Chrysler.  Time is a wasting.  I need a new sub-compact.  Preferably one of yours…and sooner, not later!

Lloyd, signing out…