The question is no longer "what is a crossover." It is "what size do you need?"
Since petrol prices scaled up to $4.00 a gallon nationwide earlier this year, the North American automotive market saw a general shift towards smaller, more efficient vehicles. Benefitting from this downsizing shift is the small crossover segment. If you scour over the sales charts, you will notice the astounding growth in sales of these smaller utility machines.
It is also a field that is getting a bit crowded. On the top of the segment's charts are the Toyota RAV4, Honda CR-V and Ford Escape. These three vehicles practically boosted this segment's profile from the onset. However, it appears that almost every manufacturer that sells vehicles in North America has at least one to offer.
As a byproduct of the growth in small crossover sales, there are now niches within this segment. While Toyota, Honda and Ford rule the more mainstream sections of this class; there are now luxury models available for the more discriminating consumer. Even the luxury models are experiencing boosts in their sales figures – evidenced by staggering month-to-month increases by the greatly improved BMW X3.
When you have two distinct sub-segments within a market class, no one seems to be concerned about "the middle." After all, the North American market had been divesting away from the middle of the market by eliminating entire brands – Mercury, for example.
The arguments are plenty as to the reasons behind diverging away from the so-called "middle." Still, consumers want something that is not too pretentious…and not too plain, either. The BMW X3 is a wonderful machine, but it can be priced too dear for most families. The Toyota RAV4 may offer three rows of seats, but some consumers complained it's too cheap and plastic for their tastes.
There is good news, however: The "middle" still exists and it lives right in the heart of the small crossover marketplace.
