Consumer Acceptance of Down-Sized Automobiles

The average fuel-economy standards enacted under the Energy Policy and Conservation Act have stimulated domestic manufacturers to downsize new passenger vehicles. The strategies employed by manufacturers to maintain their competitive positions and the corresponding consumer response to down-sized vehicles are resulting in visible shifts in the marketplace.

The disappearance of traditional size-class distinctions are discussed in the framework of the theory of consumer behavior and corporate marketing strategy. Preliminary input to consumer acceptance of down-sized cars underlines the need for advances in engineering and design to maintain an effective range of choice for the consumer.