You’ll be reading more about how the age of the hot Subaru isn’t quite a thing of the past shortly. And while the market for hot Imprezas is a fraction of what it once was it’s good to know there’s still a following out there. But as a bit of a Subaru fanboy what I’m really excited about is the golden opportunity the BRZ represents for the brand.
Read more about this car soon...
Sure, in the shouting match around the GT 86/BRZ poor old Subaru has hardly been able to raise a squeak. Against the marketing muscle and resources of Toyota it never stood a chance, despite the fact the car is, perhaps, at heart more a Subaru. We’re as guilty as any too –
Chris Harris’s drive in the GT 86
second taste of the Toyota
already and you’d be forgiven for thinking Subaru has been written out of the equation entirely, as you might expect of a firm that sold 2,634 cars in the UK against Toyota’s 73,582 last year.
But a generation raised on Gran Turismo, McRae/Burns WRC glory and, perhaps, ownership (myself included) of a hot Impreza or two still has a huge affection for the brand. And, given the choice of a Subaru or Toyota keyring, are going to remain loyal.
Other delights in the Cross Roads showroom
Our visit to Subaru dealership Cross Roads the other week highlighted exactly the ray of hope the BRZ represents for Subaru and how it could claim the enthusiast share of the Toyobaru market. And hopefully throw a lifeline to Subaru. We’re a long, long way from the glory days of 18-month lead times for Impreza Turbos and the BRZ is a very different car, boxer engine or not.
But the guys at Cross Roads are proper car nuts. And for the likes of us buying a car from an outfit like that is going to appeal far more than crossing the threshold of a Toyota dealership. Put it this way, do you want to buy your Toyobaru from guys with a widebody Honda-engined RS2000 in the showroom? Or side step a Yaris or a Prius as you head for the GT 86 in the corner? Subaru dealerships can (and should be) a bit like the cars – single minded, a bit quirky, definitely not mainstream and hopefully a bit more geared up to what the likes of us want from our cars. Which may or may not include the STI add-ons previewed at LA.
LA concept previewed STI add-ons
I'm taking the optimistic view there are no losers in this scenario. Toyota can clean up with the mainstream, RWD-curious TT and Scirocco defectors. And every GT 86 sold is another car down the line for Subaru’s factory, where both are built. And Subaru gets Toyota development muscle for a car that has every chance of nailing an emerging zeitgeist that handling, not horsepower, is more relevant in this day and age. Happy days in other words.
Mine’ll have a Subaru badge on the front though.