A Vroom of One's Own: Muscle Cars Return

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A Vroom of One's Own: Muscle Cars Return

NOVEMBER 11, 2009

A Vroom of One's Own: Muscle Cars Return

By JONATHAN WELSH

Amid a dismal market for auto sales, one category is seeing a surprising uptick: muscle cars. The promise of a speedy, fun and flamboyant drive is winning over an increasing number of drivers, despite the struggling economy and rising unemployment—and despite a steep dropoff in auto sales since the "cash for clunkers" incentive program ended in August.

Sales of low-priced sports cars such as the Ford Mustang, Chevrolet Camaro and Dodge Challenger jumped 68% in October, compared with the same month last year. Sales for 2009 are up 7.2%, while most segments have posted double-digit declines, according to J.D. Power & Associates. The definition of "sports car" is broad, ranging from a $22,000 Mazda Miata to a $300,000 Ferrari 599 Fiorano. The current sales surge affects a sub-segment known in the industry as "midsize sporty." The group also includes imports like the Mazda RX-8 and Toyota Camry Solara. The formula that's working right now includes a big engine—typically at least 300 horsepower—two doors, a cramped backseat, flashy exterior styling and a starting price under $30,000. They're generally aimed at middle-aged buyers, but they appeal to a broad demographic, ranging from 20-somethings to seniors.

Dave Drobek of Spring Hill, Tenn., bought a 304-horsepower Chevrolet Camaro in August for $28,000. The chief attractions? Its looks, its speed and the way it attracts attention. "I fell in love with it," says the 55-year-old maintenance technician. "And the first time I drove it to the grocery store there were three people checking out my car when I came out." Mr. Drobek says he has been "a car nut" for years and previously drove a red Honda S2000 convertible. Its stiff ride was "too harsh" for his aging frame, he says, while the Camaro is more comfortable and easier to drive. Its large trunk is also more practical. When he drives sedately, he can eke out 29 miles per gallon. Not that he does that a lot. "On the interstate, I like to find a hole in the traffic and just go, and I usually drive about 80 miles per hour," he says. "In Tennessee they let you go a bit."

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It helps, of course, that muscle cars are fairly inexpensive. Some even have good fuel economy, so buyers can more easily rationalize their purchases. Indeed, Mr. Drobek says he bought a Camaro with a six-cylinder engine instead of the thirstier eight-cylinder model.

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Muscle cars got their start in the 1960s, which many car fans still consider the high point of U.S. automotive prowess. They reached their zenith of power, performance and appeal around 1970, after which restrictions related to pollution and insurance—and steeply rising fuel prices—slowly killed off the muscle car. The new models are reminders of that period, attracting older drivers who remember the original cars, while their styling and speed appeal to younger buyers who missed the 1960s completely. The sports-car boom, if it continues, won't be enough to lift the auto industry out of its doldrums: It accounted for only 2% of overall passenger car and truck sales in October, which have declined 25% this year. In fact, sales of sports cars may be cannibalizing sales of other types of cars. Industry researcher IHS Global Insight says some sports-car buyers would have previously bought large pickup trucks—more for image than for their intended use.

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Printed in The Wall Street Journal, page D1

http://online.wsj.com/article/SB20001424052748703808904574527481898705784.html (subscription)