Car manufacturers trying to sell their products to North American consumers face two challenges: convincing anyone to buy anything other than a crossover/SUV and convincing millennials to show even a modicum of interest in any type of vehicle at all. The Honda Civic hatchback concept, unveiled at the recent New York Auto Show, represents a two-birds-with-one-stone type of solution – provided it works.
At an invitation-only event in Hell's Kitchen, pop stars Demi Lovato and Nick Jonas helped introduce the next Civic variant to an audience consisting of giddy fans Instagram-ing and Periscope-ing to beat the bandwidth and bemused representatives from a significantly older cohort. At least one member of this latter group could be overheard asking, "Is Demi Lovato the one who used to date Bieber?" (The answer, apparently, is no.)
The paparazzi-bait co-headline a series of concerts this year called "The Honda Civic Tour Featuring Demi Lovato & Nick Jonas: Future Now." Aside from needing an editor with a sharper pencil, this concert tour also has to strike a chord with the target audience: the much-aligned millennials. "We started Honda Civic Tour to connect with our customers and young car shoppers through music," said Nick Lee, national advertising manager for Honda of America.
The thinking is, if a connection were to be made, it could be made through a vehicle that offers the qualities that young people look for: low cost of entry, great fuel efficiency, low operating costs, ease of parking and a measure of versatility. Of course, these qualities have always been present in hatchbacks.
The VW Golf, Toyota Matrix and Subaru Impreza are perennial favourites of the five-door set, and others in the compact luxury segment, such as the Fiat 500 and Mini Cooper lines are staples, as well. Further down the price scale, we find the Sonic, Ford Fiesta, Honda Fit, Hyundai Accent, Kia Rio, Nissan Versa and Toyota Yaris. Much further down, there is the low-cost face-off between the Nissan Micra, Chevrolet Spark and Mitsubishi Mirage. In the alternative-fuel space, there's the BMW i3, Chevrolet Volt, Lexus CT, Mitsubishi i-MiEV, Nissan Leaf, Toyota Prius and Prius v.
These hatches run the dimensional gamut from A- (city cars) to B- (subcompacts) to C-segment (compacts). Generally speaking, the larger the car, the less likely the moniker "hatchback" will be applied because the word comes loaded with baggage of the economic kind. The forthcoming Honda Civic may use the appellation "five-door" for this reason; the Subaru Impreza has been called a "five-door" for years. Audi gets around the issue by calling the "hatched" version of the A3, which is returning to North America after a few years out of the line-up, a "sportback."
"The C-segment compact car is one of Canada's top segments but on a slow decline," says Robert Karwel, senior manager with J.D. Power. "Some of these brands will be trying to shore up volume and share by offering a new hatchback body style, so it's not surprising that they are coming to market."
Changes to production methods have enabled manufacturers to offer multiple body styles on the same platform and respond to demand for one style over another quickly and efficiently. This has led to the proliferation of a huge number of variants targeted at consumers with all sorts of tastes, so the idea of a hatchback version of an existing car, such as the Honda Civic, is less of a gamble than previously.
The hatchback version of the Honda will join the sedan and coupe in September.
So, the challenge for the maker/marketer of a modern hatchback is same as for those attempting to resurrect the forlorn station wagon. Once a staple, these segments seem destined to become niche as the public fascination with crossovers and SUVs gains ground with each passing mile.
"We see compact cars diminishing as a segment over all," says Brian Murphy, vice-president of research and editorial at Canadian Black Book.
"The hatchback is tremendously versatile with its fold-down rear seats. But market tastes are shifting and you can have the same type of versatility, all-wheel drive and a bit higher ground clearance in a crossover – now, we even have subcompact-based SUVs."
Says Karwell: "More and more consumers are switching to this new crop of car-based C-segment SUV .
"But really these vehicles are subsuming the role of the traditional hatchback by offering a higher utility body style on the same footprint."
Here's a rundown of the more worthy hatchbacks in various price categories:
Less than $10,000
There are just three entries in this race to the bottom line: the Nissan Micra, Chevrolet Spark and Mitsubishi Mirage. The Micra is the winner here because it’s a genuinely fun-to-drive little grocery-getter. All three cars start at a few Loonies less than $10,000, but all have options lists capable of sending their respective prices soaring. At the base level, the Micra S is a charming little throwback with manual windows, side mirrors, door locks and five-speed transmission. The transmission is enjoyable, the other manual controls could become tiresome over time. The Micra is basic transportation at its best, with the accent firmly on the “basic” part.
$10,000-$15,000
There are a number of great entries in this price range, including the Kia Rio ($14,895) and Hyundai Accent ($13,899). But one perennial standout is the Honda Fit ($14,790). It’s such a popular little vehicle, it drove the Honda Civic out of the Japanese domestic market a few years ago. With its tall profile and efficient use of space, the Fit borders on crossover-like levels of versatility. The little car also boasts crisp handling for a front-wheel drive economy car and a decent six-speed manual transmission.
$15,000-$20,000
There are plenty of fish in this price range and a number of hatches that offer excellent value for the money, including the Ford Focus ($15,199) and VW Golf ($18,995). But for sheer style, it’s difficult to argue with the Fiat 500 ($17,995). The piccolo Italian is not the success story here as it as across the pond. But it’s still the car that enabled Fiat to gain a foothold in North America and set the stage for the 500L, the 500X and the Alfa Romeo brand. While storage space is not exactly plentiful, the Fiat 500 is fun to drive and comes in a rainbow of flavours.
$20,000-$25,000
Speaking of fashion-forward compact hatches, there’s the Mini Cooper ($21,490). Although this small car has grown in size with each new generation – we’re on edition three now – it retains many of the strengths it’s had since being brought back to market by parent company BMW in 2001. The razor-sharp handling has been blunted, but the Mini is arguably still the best-cornering front-wheel drive compact on the market. (The Cooper is more true to the original concept than subsequent Mini offerings such as the Countryman or Paceman.) There are plenty of connected features available as this car is targeted at the millennial with more cash to burn.
$25,000 and up
One of the most expensive hatchbacks in Canada, the all-electric BMW i3 ($45,400) is nevertheless an inspired choice – not for its low cost of entry or versatility, but for its eco-cool vibe. The manufacturer has been developing its expertise in electric drivetrains, regenerative braking systems and carbon fibre (for the structure and body) for years. The effect of the funky exterior with its two-tone look and “suicide doors” is echoed by an interior constructed of recycled plastic and fibres. The BMW i3 has a reasonable all-electric range of 130-plus kilometres and is the third best-selling battery electric vehicle on the market, after the Tesla Model S and Nissan Leaf.
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