Dispatches Do Brasil: Small Sedans

Marcelo de Vasconcellos
by Marcelo de Vasconcellos

Recently, as to the attention given by TTAC to the spy shots of what might be or not a future Ford Ka sedan in southern Michigan, commenter Kenmore asked, “Has any other sad little runt of an econocar ever received so much attention on TTAC?”. Since you asked, I’ll offer up a brief pictorial explanation. Renault unveiled its new Logan this week. The Logan, which reintroduced this kind of car to parts of the developed world, has really shaken things up in the developing one, where the compact or subcompact sedan has never really gone away. In reality the small sedan segment is split into two groups: The more basic and simple one and the so-called premium sub-segment. To confuse the issue even further, size is a determinant, but not the only one in consideration when classifying such cars. Other criteria are date of launch or perceived modernity of the project, design and finishing, and in the Brazilian market, product placement by the maker in a market still pliable to this kind of machination.

Let’s start off with the smaller, or better said, cheaper side of the sub-segment. In this one, you’ll find cars starting off at around 25 thousand reais (USD$12,500) and topping off at about R$33,000 (USD$16,500). They tend to be smaller and older and share front fascia and interior with their hatch brethren. Prime examples are the Chevy Classic (below) and Fiat Siena (above).

The (older) Classic is an offshoot of the 90s second generation Corsa, while the Siena is nothing more than a Palio with a big ole butt. For a while there, they were the sole survivors in this segment and carried the torch forward. Typically, they have a short wheelbase of less than 2.4 m though the Siena will hold more luggage than a Civic or Focus sedan. This would be the natural place of residence of a future Ford Ka sedan due to size.

The Logan, when it arrived 7 years ago, really shook up the segment. Having a wheelbase of almost 2.6 m, wider and taller than the aforementioned cars, it straddled the market from R$29,000 (USD$14,500) to upwards of R$40,000. It rocked the market not only for its size, but also for its relative modernity. Sitting on the BO variation of the Renault’s B platform that underpins everything from a modern Clio to a Nissan Livina (and many in between), it offered buyers a thoroughly competent ride, simple but sturdy finishing and low maintenance costs. As to those who might say the Logan is based on an old platform, all you have to do is compare where the wheels go on it. It is the same placement as in a Focus or Civic. Now look where the wheels go on a Siena. The older cars were really nothing more than a hatch with a trunk added on and driving dynamics suffered.

The Logan was such a big hit that others scrambled to get into the game. Ford offered up the (old) Fiesta sedan, VW, after an 11 year hiatus, revived the Voyage name by putting a trunk into the Gol. Size-wise these cars were closer to the original Siena and Classic. The first to offer some competition on the Logan’s terms was the Chevy Cobalt. No relation to the American one, it sits on a Sonic’s platform, has a love it or hate it design, a nicer interior than the Logan.

The Cobalt consolidated and proved there was a higher end to this market, in which a hypthetical Ford Escort would compete. The Asians took note and wanted in and Hyundai was able to cook up the HB20 sedan while Toyota half-baked the Etios, not to mention Nissan and its Versa. Much like Ford’s new Fiesta, these cars are entirely up-to-date, split the difference between the smaller cars’ 2.4 m wheelbase and the Cobalt’s and Logan’s 2.6 m and offer modern amenities not seen in the segment even a couple of year ago. In their case the sales pitch is different.

Ford and Hyundai are banking on the design while Toyota tries to focus on the brand by mentioning the Corolla in every piece of Etios advertising. Results have been mixed showing that in this higher end of the sub-segment design is all important. While a hot seller at launch, sales of the Hyundai have slowed as the novelty factor wears off, while the Fiesta’s are taking off due to that same factor. Toyota meanwhile languishes and the car has just received an interior redesign after less than 2 years on the market. You can’t turn on your TV or computer without seeing the sad little Toyota’s face.

Not only those strive for consumers’ checkbook though. Tired of seeing sales slip away to the bigger cars, Fiat was able to hodgepodge together its Grand Siena. Not quite Logan size, it offers a smart interior and more size than the old Siena, not to mention bigger engines. GM decided there was place in it line-up for a 3rd small sedan and developed yet another variation on the Sonic platform, the Prisma using the Onix hatch as a base, which is aimed squarely at the Asian completion.

A very important segment indeed. One in which the makers have pushed up to previously unimaginable heights the price of lowly hatches. They sell, sell well indeed. With that long wheelbase, they offer room for families with teens. With the big trunk they offer space for families with babies. Being sedans and not quite the same looking as the hatches, they offer the buyers the illusion they’ve stepped up in the car market. Riding on modern platforms and offering bigger engines, they truly compete with the likes of Civic, Fluence and others for more rational buyers. They have found a sweet spot in the market where consumers are happy to pay more, and makers are happy to provide. They’ll be around for a long time.

Marcelo de Vasconcellos
Marcelo de Vasconcellos

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  • Mjz Mjz on Nov 06, 2013

    Marcelo, that new Logan is a nice looking design. Wish we could get a well equipped basic car like that for $12-$14,000 in the states.

  • Athos Nobile Athos Nobile on Nov 07, 2013

    Oi Marcelo, I had to Google that Logan you put there. While keeping the perspective, it is a sharp looking car. You brought back to my mind all those econoboxes. Nope, I don't miss them, my current ride has spoiled me.

  • Dave Holzman A design award for the Prius?!!! Yes, the Prius is a great looking car, but the visibility is terrible from what I've read, notably Consumer Reports. Bad visibility is a dangerous, and very annoying design flaw.
  • Wjtinfwb I've owned multiple Mustang's, none perfect, all an absolute riot. My '85 GT with a big Holley 4 barrel and factory tube header manifolds was a screaming deal in its day and loved to rev. I replaced it with an '88 5.0 Convertible and added a Supercharger. Speed for days, handling... present. Brakes, ummm. But I couldn't kill it and it embarrassed a lot of much more expensive machinery. A '13 Boss 302 in Gotta Have It Green was a subtle as a sledgehammer, open up the exhaust cut outs and every day was Days of Thunder. I miss them all. They've gotten too expensive and too plush, I think, wish they'd go back to a LX version, ditch all the digital crap, cloth interior and just the Handling package as an add on. Keep it under 40k and give todays kids an alternative to a Civic or WRX.
  • Jpolicke In a communist dictatorship, there isn't much export activity that the government isn't aware of. That being the case, if the PRC wanted to, they could cut the flow of fentanyl down to a trickle. Since that isn't happening, I therefore assume Xi Jinping doesn't want it cut. China needs to feel the consequences for knowingly poisoning other countries' citizens.
  • El scotto Oh, ye nattering nabobs of negativism! Think of countries like restaurants. Our neighbors to the north and south are almost as good and the service is fantastic. They're awfully close to being as good as the US. Oh the Europeans are interesting and quaint but you really only go there a few times a year. Gents, the US is simply the hottest restaurant in town. Have to stand in line to get in? Of course. Can you hand out bribes to get in quicker? Of course. Suppliers and employees? Only the best on a constant basis.Did I mention there is a dress code? We strictly enforce it. Don't like it? Suck it.
  • 1995 SC At least you can still get one. There isn't much for Ford folks to be happy about nowadays, but the existence of the Mustang and the fact that the lessons from back in the 90s when Ford tried to kill it and replace it with the then flavor of the day seem to have been learned (the only lessons they seem to remember) are a win not only for Ford folks but for car people in general. One day my Super Coupe will pop its headgaskets (I know it will...I read it on the Internet). I hope I will still be physically up to dropping the supercharged Terminator Cobra motor into it. in all seriousness, The Mustang is a.win for car guys.
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