The American Heritage dictionary of the English Language defines the
Hatchback as "An automobile having a sloping back with a hinged rear door
that opens upward." But while just about every automaker has or has had
one in their lineup, each one would likely provide a very different
description.
The industry definition probably sounds more like this: "Any smaller car that has integrated interior space with a 'hat shelf' covering the interior cargo area and possessing 3 or 5 doors." Obviously, this covers a lot of cars.
Ask BMW or Mercedes-Benz what a hatchback represents, and they will probably tell you it's the failed attempt to move their brands "down market" by offering their entry level model 318ti, or more recently, the C 230 Sports Coupe. Ask Pontiac, Honda, Subaru, or Mazda, and they will say it is the leader of the sport-minded crossover group, which is their bread and butter.
Technically speaking, most SUVs, minivans, and even station wagons fit the dictionary definition, but the term hatchback has really taken on the meaning of a smaller, more economy-focused car, which is the very reason the higher-end brands struggle to make it work. Consider, for example, how the entry level BMW was labeled a cheap version of the real thing, yet when BMW turned around and offered the entire MINI brand as an upscale hatchback, it was met with overwhelming success. So is the fickle North American consumer.
GM took the hatchback out of its SAAB brand -- which incidentally lived off of them for many years -- had little to no luck, then decided to reintroduce the hatchback as an option on the new Malibu. Hmm.
The hatchback, then, is obviously all about positioning. We know that the
actual form and function of the HB works; look at Volkswagen, which pioneered
it. The VW Golf, with total sales nearing the 25 million mark, is making a run
at the best-selling vehicle in history.
Cousin AUDI is dismissing the missteps by the other German luxury brands and trying its hand at the game with the introduction of the A3. Some say this a bit of sibling rivalry as payback for the introduction of the Phaeton, which clearly invaded the A8's territory. Now, going head to head with the upper VW end, in a seemingly brazen move, it isn't really trying to disguise the car at all, but rather embrace the ubiquitous moniker with the slight adaptation to "Sportback."
Time will tell if they can pull it off, but in the meantime, in a world of Coupes, Sedans, Limos, Wagons and SUV's, the "Hatch" has carved out a nice little niche for itself. The key to success, as illustrated by DaimlerChrysler's Crossfire, is not to let them know what it is.
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