Previously, I have only driven Dodge products (large farming family with many gas sucking trucks). When my car was on its last leg I looked at several small hatchback cars and compact SUV/crossovers. Ultimately, the FIT won out even though the price was higher. I have been getting between 38 and 42 mpg on both highway and interstate driving. I can easily fit 2 Great Danes in the rear area (my baby has Wobblers so it is hard for him to climb). I will agree it is noisy on rough surfaces and during acceleration and the air conditioner isn't the strongest ever, but everything else is excellent. I actually love the cup holders (keeps my drinks colder in front of air vent).
Seat design (fold flatter than any other model I drove). Fuel economy.
More interior cloth options like leather would be nice for dog hair.