Tuesday, December 9, 2008

Crossovers: a triumph of branding

First there were station wagons, then they became grandfolk cars.

Then there were minivans, which were inextricably tied to soccer moms.

Then there were SUVs, then trucks with 4 doors.

The people said, Trucks are too high, they use too much gas, they're too big. Then crossovers and hatchbacks came to life.

Crossovers give you the look, people room and cargo room of an SUV with the footprint, gas mileage and ride of a car. They're like station wagons with testosterone or short SUVs. In short they're minivans that look cool. They are your mom's minivan and your grandfather's station wagon, but a new word and a little marketing made them cool. Kudos to the people who came up with the idea of calling them crossovers. They made the dorky, but functional cars of the past cool again, and made a fortune in the process.

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