For far too long America has stood idley by as the Europeans got to enjoy a finer, faster breed of compact car. Well, the revolution has begun! With gas prices soaring out of control, the new generation of young Americans have some pretty darn good choices in smaller, more fuel-effecient vehicles. Our "premium" car manufacturers like BMW, Audi, and Volvo are beginning to fill a void that nobody knew exhisted in the states. The premium-compact segment. These cars are targeted at those youger customers who have a more refined taste in their automobiles and the means to pay for them. Granted this is a very niche market, but it's growing. American's are becoming increasingly concerned with air-quality and fuel economy, and this fact is begining to steer the marketing direction of the manufacturers. Offering a smaller, lighter, less expensive car beside their $80k V-8 laden flagships serves to introduce a younger customer to the marque, in hopes of retaining that customer loyalty that's so coveted in the auto industry.
The first to try to crack this segment open was the BMW group with the MINI. With a base price of $18k, the MINI offers an incredible amount of style, comfort, and just plain driving pleasure, which may explain why their owners are so fanatic about their MINI's. Ask any MINI owner what they think about their car and you're likely to get an earfull.
Audi has been in the state-side pre-com game for a couple of years now with it's A3 Spotback. Offered with 2 motor options, a peppy 2.0 turbo, and a beefy 3.2 V6. Audi's acclaimed S-Tronic direct-shift gearbox is available with both motors, however the 6-speed manual is only available with the 2.0T. The A3 shares those understated, elegant, and sporty design elements the rest of the line-up is admired for. It's just a little smaller.
Volvo is taking a stab at the pre-com market now as well. The C30 has been introduced as a 2008 model. I love this car for the fact that it represents a great attempt by a company, normaly associated with soccer-mom's and country clubs, to reach out to a younger market. The C30 is powered by a turbocharged inline 5 cylinder motor which delivers 216hp and 236 lb/ft of torque to the front wheels though a close ratio six-speed gearbox. This is no pocket-rocket by any means (although tuner companies may have something to say about that), however, the C30 does offer decent accelleration and handling. It's designed to be a 'city-tourer' not a 'hot-hatch', although, a hatchback that looks this good could certainly get thrown into that category.
The folks over at BMW have decided to bring us a premium-compact that's not a MINI; The all new 2008 1-Series. American's will get two versions of the 2-door coupe, the 128i and the 135i. A convertible will also be available. BMW hopes to offer the 1's as an option for the light-walleted 3-series folks. 128i's will come with a naturaly aspirated 3.0 straight-six, while the 135i gets the two turbos attached producing 300hp! I can't wait to drive this little rocketship!
So, although the concept of premium-compact cars is not entirely a new to the States, I do feel that the manufaturers are finaly offering us choices the American driving public can accept and apreciate. This is a fun fight to watch too, as these power-players are bidding for the hearts, minds, and wallets of young and up-coming consumers. And as we all know, competition breeds inovation!