AUTO SHOW REVS UP CARMAKERS ROLL OUT THEIR BEST, BRIGHTEST.

Byline: Candice Choi Staff Writer

The hatchback isn't just for college kids anymore.

Once regarded as a practical, no-frills vehicle, hatchbacks and other entry-level cars are rolling out with class and luster at the Greater Los Angeles Auto Show this week as car makers seek to expand their appeal beyond the first-time buyer.

``We're on the cusp of seeing the rebirth of the hatchback,'' said Jeff Schuster, executive director of global forecasting at J.D. Power & Associates.

Audi is lifting the veil on its A3 five-door hatchback, while Chevrolet unleashes the HHR, a modern take on the 1949 Suburban.

They're among the more than two dozen new cars making their world or North American debut at the Los Angeles Convention Center on Friday. Set in the prime market for luxury vehicles, it's no surprise that the L.A. auto show exudes luxury.

But this year even cars widely regarded as practical are snazzier.

Volkswagen's new Jetta - bigger and more powerful than past incarnations - will beckon a more adult market, said Len Hunt, the German company's executive vice president of the America and Canada division.

``We're stretching more into the premium mid-size and even into the entry-level luxury market,'' he said.

Shaking off the dusty image of a college graduate car for a shinier mantle may take a while, Schuster said. However, he added, consumers are already overcoming that prejudice thanks to the recent trend of cars that morph styles, like the wagon-ended Dodge Magnum and Chrysler's PT Cruiser.

Since 2003, the number of hatchbacks sold in the United States has grown nearly 50 percent, according to J.D. Power & Associates. That represents about 5 percent of all automobile sales.

That's a fairly substantial growth, Schuster said.

Though hatchbacks are widely regarded as entry-level cars in the United States, their flexibility gives them a broader appeal in Europe and Asia, said Christian Wardlaw, editor of the Automotive Information Center. Now companies like BMW and Mercedes-Benz are trying to bring that sensibility to the United States.

And with more people retiring, experiencing empty nest syndrome or staying single longer, Schuster said the new breed of hatchbacks may find a broader fan base.

``It offers a flexibility people are looking for,'' he said.

Luxury car makers also want to court consumers at an earlier age. Offering them an entry-level car with style is a surefire way to get them to graduate to more traditional luxury cars later on, Wardlaw said.

This isn't the first time BMW and Mercedes have tried introducing luxury hatchbacks. But earlier attempts were badly timed and the ``underpowered'' hatchbacks flopped in the United States, Wardlaw said.

Despite the lack of success, both BMW and Mercedes are planning to unleash another round of hatchbacks over the next couple of years. And the popularity of the SUV should help fuel their acceptance, Wardlaw said.

``(SUVs) are just taller hatchbacks,'' he said.

The time is right now, Wardlaw said. But it's still uncharted water, so car makers are gingerly walking that line.

Luxury won't be limited to hatchbacks at the L.A. auto show, either.

British auto maker Bentley is unveiling its new Arnage, a convertible coupe.

Italian carmaker Venturi will show off the Fetish, an electric sports car with a $600,000 price tag. Only 25 of the cars will be made available in Los Angeles, Monte Carlo and Tokyo.

Candice Choi, [phone]

candice.choi(at)dailynews.com

CAPTION(S):

2 photos, box, map

Photo:

(1 -- color) BMW's hydrogen-powered concept car is on display at the Greater Los Angeles Auto Show, opening Friday.

(2 -- color) The Lamborghini Gallardo is one of the luxury cars featured at the auto show, held at the Los Angeles Convention Center.

John McCoy/Staff Photographer

Box:

DESIGNS ON L.A.

Map:

LA CONVENTION CENTER

Gregg Miller/Staff Artist