Small cars still make up a really, well, small share of the US market, but it seems to be a growing share. In the past two years, a number of new small cars have dropped onto US roads including the Toyota Yaris, Nissan Versa, and Honda Fit. BusinessWeek has a report on the growing share these models. The Toyota is currently in the lead with 78,000 sales through October followed by the Versa at 68,000 and the Fit at 46,000. Overall small cars have gone from 13.8 percent of the market in 2004 to 17.7 percent this year. Underlining the increase is the fact that car makers are spending less on incentives to move those cars down to $904 per car from over $1,400 in 2004.