The Reports of the Minivan's Death are Greatly Exaggerated

When I was a kid, most families had a station wagon. It was the symbol of family-mindedness. In the days before widespread use (and laws to enforce it) of child safety seats, having a station wagon told people that you had children.



Most wagons held four or five, but the real station wagons held eight or nine. One or two seats in the cargo area of bigger station wagons allowed two or three kids to sit in the “way back.” Some seats faced each other but the way to go was for those seats to face backwards allowing the kids to make faces and hand gestures (like the international symbol for truck drivers to blow their horn) at the rest of the traffic.



Chrysler’s last big wagon ended production in 1978 when their full-sized cars were downsized and offered only as sedans. GM and Ford kept the large wagon after their downsizing efforts in 1976 and 1978, respectively.



Both GM and Ford offered three sizes of wagons in those days. For young families just starting out, GM had the Chevrolet Vega and Pontiac Astre/Sunbird wagons while Ford had the infamous Pinto and Mercury Bobcat. Mid-sized wagons were large enough in those days to offer rear seats as options. But at the top of the heap were the Chevrolet Caprice, Oldsmobile Custom Cruiser, Pontiac Bonneville Safari, Buick LeSabre Estate, Ford LTD, and Mercury Marquis…the big nine-passenger people haulers.



And then the world changed in 1983.



The ailing Chrysler Corporation introduced the “maximum space passenger car.” Advertising called it the “Magic Wagon” and corporate engineering called it the T-115, but everyone knows it as the minivan.



Introduced as the Dodge Caravan and Plymouth Voyager, the minivan turned the marketplace on its ear. It was styled like the full-sized Dodge and Plymouth vans but on a 3/5 scale. Like its larger brethren, the minivans had removable seats in the second and third row for better cargo capacity and a sliding door on the passenger’s side for better access in tight quarters. Like the station wagons it would come to replace, it was based on a car powertrain for better gas mileage, it had relatively compact dimensions so it would fit in a garage, and a low center of gravity for better handling.



Chrysler had an immediate success. The four-cylinder minivans got better gas mileage than the full-sized wagons from GM and Ford while still carrying up to seven passengers. GM and Ford were behind the times.



GM introduced the Chevrolet Astro and GMC Safari while Ford brought out the Ford Aerostar. Instead of being “maximum space passenger cars,” the Big 2 came out with small vans. They were trucks, not cars.



Sales were good for GM and Ford, but not the overwhelming success that the minivans were for Chrysler. Traditionally an “also ran,” Chrysler held more than half of the marketplace for this new type of vehicle even after Toyota, Nissan, Mazda, and Mitsubishi joined the fray.



It took a few years before the other manufacturers actually understood what a minivan was. GM introduced the “dustbuster” minivans in 1989. Nissan and Mercury teamed up to sell the Quest and Villager starting in 1992. Ford followed with the Windstar in 1994. Chrysler had the corner on this market for over ten years before Toyota and Honda actually introduced similar minivans, and still Chrysler held the lead.



Aside from the Toyota Sienna and Honda Odyssey, Chrysler has had no serious competition in this market for nearly a quarter century. This segment sells about a million vehicles a year in North America and three manufacturers make up nearly all of it. Sure GM still makes minivans and Hyundai and Kia have tossed their hats into the ring, but the Dodge Caravan and Chrysler Town & Country remain the best-selling and third best-selling nameplates in this field.



And everyone is proclaiming the death of the minivan.



Minivans have acquired a bad reputation. It’s not because of anything they do poorly, more to the point that they do something well…haul lots of kids. Everyone knows the “soccer mom” label that has been given to the drivers of minivans, and this has gained a negative connotation.



SUVs and, more so, “crossover utility vehicles” have been replacing minivans as the vehicle of choice for parents. These vehicles look more rugged (read: “outdoorsy”) and can have up to three rows of seats. They just fail to have the interior space or handling qualities of minivans. But the neighbors are typically more impressed by an SUV or CUV than a minivan, so utility loses out to prestige.



When people ask about vehicles to recommend, I refuse to name SUVs. Unless you’re going off-road or hauling something, these (typically) truck-based vehicles offer nothing to the average driver aside from bad gas mileage and a higher propensity for bad handling. CUVs only improve the gas mileage and handling slightly. But minivans usually top my list, especially if the person has multiple kids and/or large pets.



If someone takes my recommendation, I’ve done something to convince them of the utility benefits over the “soccer mom” branding. So far, everyone has been more than satisfied with their choices. And when the handymen of the group realize that a full sheet of plywood or drywall will fit inside of many minivans (something that most SUVs or CUVs cannot claim), they’re even happier with their choice.



Concepts by Ford (rejected) and Chrysler (delayed and then approved) became the 1984 Dodge Caravan and Plymouth Voyager. Today, their descendants are still the primary vehicle choice for families.



You can keep your Ford Edge and Chevrolet Equinox and Toyota Highlander and Honda Pilot. I’ll keep my Chrysler Town & Country. And whether I’m hauling kids or adults or plywood or a mattress, I’m sure I’ll be doing it easier and more comfortably than anyone in those newfangled CUVs.



The minivan is NOT dead yet.