Wednesday 23rd April 2008

Subaru: RWD Coupe Could Hurt Brand

Subaru concerned a collaboration with Toyota could hurt its image

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The designers cut a few corners

Subaru is worried that a collaboration with Toyota to build a RWD coupe could dilute its brand, it has been reported.

PistonHeads brought you news that the two companies were working together on a new sports car at the beginning of February.

Since then it has been widely reported that the collaboration will take place and will result in a rear-drive, lightweight coupe.

Subaru has long established itself as a four-wheel drive manufacturer and is apparently worried that the new Scooby/Toyota may chip away at that hard-earned image.

Fuji Heavy Industries overseas sales chief, Mat Nagato, told reporters: ‘We may lose our longstanding territory, or we may lose the great niche brand image. The potential risk is there.

‘We have to be very smart on marketing strategy.

‘This issue has to be weighed against the short-term gain of a new, inexpensive model for enthusiasts and Subaru's continued growth, but the simple solution would be to nix the Subaru version altogether, allow Toyota to brand the new coupe as its own and rake in the cash provided by the partnership.

‘Unfortunately, that's not going to happen, so the only thing Subaru can do now is make an attempt to differentiate its own version from Toyota's, while praying that consumers won't forget what "Makes a Subaru a Subaru.’"

[Lone Granger]

I wrote a long time ago on here that I would welcome an STi drivetrain in the Celica, with 350/350 power ...but obviously I meant keeping it 4WD!!!! - Something got lost in the translation??!!

[Lawrence5]

No its producing a fking ugly hatchback to replace a rally legend hurts a brands

[roland82]

This is ridiculous, how could building a popular fun to drive affordable car damage your reputation. Maybe hes never heard of the toyota corolla AE 86 or mazda mx-5.

[Futuramic]

Saying a lightweight coupe could hurt the brand is ridiculous in the extreme. Subaru have built their reputation on low cost sporting, yet practical cars and I can't see how working on a Celica derived sports car goes against that. Stating that Subaru have built their reputation as a four wheel drive manufacturer plainly isn't true. The Impreza has long been available in a low cost FWD version, and the Justy hasn't got permanently engaged four wheel drive. Subaru even used to make a RWD city car at some point in the past.

Honestly it's like Jaguar saying they built their repuation on six cylinders, then deciding not to make a V8 because of it.

[gopher cough]

they do fine at brand erosion, all by themselves, just look at the design of the new impreza

[Rob_the_Sparky]

A light weight mass market car? No wonder it isn't going to happen, they realised it isn't possible!!!

[mcgral]

Subaru previously had 2wd Justys and Imprezas.
If I were them I'd be worrying a bit more about the poor responses to my latest Impreza in the looks and handling departments (critical Subaru product traits), rather than a collaboration which has had largely positive public responses (including from this website) with one of the biggest and successful car manufacturers in the world...

But then that's just me...!

[Lone Granger]

i have always thought the celica has good road presence - they may wish to re-think that scooby badge though.......

Certainly a lot more attractive than many of Subaru's own efforts - the low c.o.g. flat four + 4wd is what makes Subaru, and of course the World Rally success that followed

I would love to try a twin turbo flat 6 version - not sure what legacy motor is like as a base - give Porsche something to think about - another jap monster contender to justify their prices against! - £100k for a modded beetle has always seemed a bit steep compared to the acerage wage..! - A Scoobota with 350/350 @ 1200kg for £19k would be really something to talk about!!

[Fume Troll]

Don't worry Subaru, you're brand is already lying bleeding in the gutter while you are:

• Building the worst looking hatchback since the Rover 25 (maybe even including it).
• Refusing to bring 2.5L engined versions of the new Forester to the UK to reduce emissions.
• Pinning all your hopes on a 150bhp diesel engine, no matter how good a 150bhp diesel engine it might be.

Cheers,

FT (probably going to buy an Audi next time, so there.)

[jmatras]

I thought going to only all-wheel drive was a risky proposition. At the time, Subaru was selling front and all-wheel drive 50/50. Not to worry, I was told. And lo indeed, the next year with all-wheel drive only, sales were about the same as they had been when fwd was still offered. And Subaru had carved out its own niche in the market.
So the question becomes, can the marginal profits from a "non-conforming" be worth the loss of the "goodwill" that the company has been developing for the past ten years or so?

[notax]

I have never bought a Scooby BECAUSE they are 4wd - if RWD then I'd be tempted - if they can improve the looks

[BoyRacerChaser]

Hahaha, Subaru have said "We may lose our longstanding territory, or we may lose the great niche brand image" on this new collaboration with toyota? Sorry fellas you already did that when long ago when you put pen to paper and designed that aweful looking new "impreza" (dare i call it that) out. I thought they had lost it when the bug eye scooby was fathomed but that new "thing" really does look like sh*t. What HAVE they done to the ledgendary name of the impreza??

[Vixpy1]

notax said:

I have never bought a Scooby BECAUSE they are 4wd - if RWD then I'd be tempted - if they can improve the looks

Nice and easy to convet to rwd

[eddiesheanon]

"we may lose the great niche brand image"

Building a duff hatchback didn't hurt their image at all!!!!!

Edited by eddiesheanon on Wednesday 23 April 15:50

[Faz_ITR]

TBH I'm getting a bit bored with everyone slating the new Impreza. I saw one this morning on the way to work and it looked absolutely fantastic in the flesh. That is my opinion of course, but if I could afford to buy one right now, I probably would.


Just my two cents....

[chunkymonkey71]

whatever it is, it can only look better than the rest of the current range...

[Volte]

Could be Subaru are talking about other markets, the UK isn't going to be their largest. Could be that in Asia, Subaru and Toyota have their own identities?

Remember the Saabaru 9-2X? Shame that wasn't released in the UK. That collaboration made a princess out of a pumpkin!

[corcoran]

if they're so worried about their brand, they should have thought about not bringing that new awful impreza thingy.. jeeps.

[collateral]

Their US slogan not so cunningly slipped into that last sentence.

I think that's what this is really about; in the States the AWD system is probably the biggest selling point of the brand as it sets them apart from Honda et al.

[anonymous-user]

The Justy came in 3 transmition derivities, FWD, On demand AWD and manually selected perminant AWD. The Pleo, R1 and R2 Keicar microcars have AWD available too. If the new Toyota thing had an option of AWD it would fit in with the brand phylosophy of always having an AWD derivative, if it hasnt then it's a departure.

Edited by johnfelstead on Wednesday 23 April 18:35