'16 Mazda MX-5 Miata

Competitors supposedly include sporty coupes such as the Scion F-RS, but in the U.S.,the majority of Miata customers are empty-nest Baby Boomers, age 55-65. Its strongest competition, especially for the pricier versions, doesn’t come from cars but other big-ticket items such as motorcycles, expensive vacations and big-screen TVs. (See related story: A Car Like No Other).