Compact SUV’s?… DOH!
So I was listening to the radio this morning and I heard an ad for Volkswagen’s new car, the Tiguan, which they were calling a “Compact SUV.”
What gives? When did the definition of a Sports Utility Vehicle suddenly change? I mean, you might be able to get away with the “sports” part, but it has always been assumed that “utility” mean that you can put big stuff into it, at least to me. Not that I know anyone at all that takes their $50,000 SUV off-roading in the mud and brush, but still. Isn’t Compact SUV an oxymoron?
I’ve always thought that the whole SUV terminology was a little bogus to begin with – something thought up (brilliantly) by the marketing gurus in the auto industry to dupe us gullible consumers into thinking we’re getting a truck without having to have a truck. We can still look “cool” in an SUV. A woman can drive an SUV. We like to think that we could do the sports part if we really wanted or needed to.
And having a big car can be really helpful at times. If you have a family of six or are a regular cargo carrier for your son or daughter’s beach parties, then having a truck-that-is-not-a-truck is great. Unfortunately, the greater percentage of SUV’s are used as commuter cars with the only cargo being a briefcase and an occupancy of one. And frankly, in over a year of use, I have only ever filled my tiny little Scion xB to “capacity” once, and that was moving a literal ton of goods out of our storage space. Hardly something I do often. The fact is, any car is a “utility” vehicle. It’s only the auto industry that wants us to believe that you simply can’t carry cargo unless you have something with the size and power of a Semi.
But I wanted to give VW a fair shake. Their ad slogan was something like, “Giving people what they want.” I’m not sure if those are the exact words (my memory being more and more fallible these days) but when I went online to check, I found that VW uses the shotgun approach to slogan creation. There where literally hundreds of them. Anyway, this, giving-the-people-what-they-want thing really struck an off-chord with me. Everything that I have read in the news about car sales recently would seem to indicate that using the term SUV almost guarantees you won’t sell the vehicle, new or used. So does VW really think that by adding “Compact” in front of SUV we are somehow going to be duped into believing we are getting a fuel-efficient vehicle? But then, my Scion xB, which looks more like an SUV than a sedan, is listed as a “compact” car and still gets between 30-35 mpg real-world milage, so maybe VW had come up with something like that too. I went to their site to check.
Nope.
The Tiguan gets 18 city, 25 highway, which is not bad for an SUV, but hardly the “fuel efficient” vehicle they would like you to believe on the homepage. Also keep in mind that these are the manufacturer’s milage numbers. Not many of us drive at a perfectly consistent (and slow) speed around a testing track. And this is only a four cylinder car!
So let’s see…
Crappy milage… check!
It’s “compact”, so we loose all that nice cargo space… check!
Complete lack of any real “sports” power… check!
Yup… that certainly seems to be giving the people what they want all right. Oy.
What in the world is wrong with the whole car industry these days? Don’t they get it yet? How many times can they blame the economy for poor quarterly returns when they keep on building big, stupid cars! The television ads would have us believe that car companies employ the very latest in expensive high-tech testing equipment to give us the absolute cutting edge in automotive design and efficiency. All that brainpower… so little result.
Well here’s a freebee. First off, fire any exec that makes even the slightest mention of the term “SUV” in the same discussion as future models. If you haven’t figured this one out yet, you are either dead in the water, or Ford. Secondly, give us back the Geo. You want to give people what they want? Give us a car that gets 60 mpg or more, and gets us to work and back. Do I care that it takes ten seconds to go from zero to sixty? Nope. (The traffic in SoCal is going 15 mph.) Do I need it to shuttle my kayak and skis up a mountain three times a week (or ever for that matter)? Nope. Am I going to need it to haul a three-ton trailer? Nope, that’s what U-Haul is for.
Gasoline is currently $4.34 for a gallon of regular around my home (the VW site indicates that for “best performance” – read, “milage” – you should use premium gas.. at almost $5.00 a gallon). For the difference in the cost of gas between this year and last, I could easily rent a truck to do all my cargo needs each and every month. That difference would pay for my insurance… and registration… and all my maintenance.
Get a clue, guys.