Whether purchased for a college-bound son or a daughter headed to high school, the best back-to-school cars all seem to share the same merits.
First, they earn high marks for economy, both in terms of purchase price and in the yearly cost of ownership. Second, they stand at or near the head of their class in active safety features, such as anti-lock brakes and electronic stability control, and in passive safety equipment, like seat belts, air bags and rollover protection.
Finally, because no student wants to hide his or her ride around the corner from school, they should look totally awesome.
American carmakers haven't often made the honor roll when it comes to manufacturing this type of vehicle, says Jack Nerad, executive editorial director and market analyst for Irvine, Cal.-based automotive website Kelley Blue Book (KBB). This year could be different.
"We think American vehicles will be better at competing in this niche in the 2011 model year, with introduction of the Ford Fiesta and Chevrolet Cruze."
The Ford Fiesta has much to recommend itself for a young driver, Nerad says. The car has a level of European or international styling not often seen on domestic vehicles and also boasts a nicely laid-out interior. "It's one of those cars that looks more expensive than it is," he says of the Fiesta, which bears a manufacturer's suggested retail price of $15,795.
As for the Cruze, Nerad's KBB colleague James Bell calls it a smart buy with excellent fuel efficiency and 10 air bags, which he believes to be an industry exclusive. Back-to-school buyers don't come with any preconceived notions about a brand, as older buyers might, Bell says. "They're looking for efficiency, connectivity for their iPhones and they're showing some maturity. There seems to be a more rational focus for this generation, which the Cruze is likely to appeal to."
Nerad also favors the Cruze, describing it as "less exotically styled" than the Fiesta but no less handsome. "The interior is significantly larger than the Fiesta," he adds. "It's also very affordable and, like the Fiesta, has been a hit in China and Europe before coming to American shores." MSRP: $16,275.
Nerad is also partial to the Mazda 3. "It's such a great combination of fun to drive and distinctive," he says. "You won't see one on every corner, which is a cool thing. It's not like everybody else's car. And it's a nice handling car with a terrific interior." The Mazda 3 starts at $15,345.
Around the corridors of KBB, most are also fans of the Honda Fit. Despite its tiny dimensions it holds five adults, so a young scholar can drive both parents and one pair of grandparents to graduation in comfort.
Like many a Honda, the Fit is also noted for ingenious design, including seats that can be folded down or folded away to accommodate various mixes of people and luggage. "And it's fun to drive in a way not every economy car is," Nerad says. "In the automatic, it has paddle shifters," meaning drivers can shift with their fingertips without moving their hands off the wheel. The Honda Fit starts at around $15,500.
For years, few automakers cared to emphasize the economy segment, because profits were far higher elsewhere. But now as never before, manufacturers are going all out there, Nerad says. They are beginning to understand that it's in the economy segment that consumer attitudes about brands will first be forged, he says. With stiffer corporate average fuel economy standards going into effect by 2016, the writing is on the wall. "Manufacturers will have to sell more of this type of vehicle in order to lower average miles per gallon across their product lines," says Nerad.
