Report: Subaru to dump "quirky" image

[Mr Kleen]

Report: Subaru to dump "quirky" image

As the old saying goes, beauty is in the eye of the beholder. And while many of us look at a Subaru and describe the brand's styling as "awkward" or "quirky," owners of the competent, all-wheel drive conveyances tend to show unconditional love. More recent, Subaru designs like the Legacy or Impreza are less "outside the box" than past efforts, but some hardcore Subaru fanatics look at the change in styling as an aesthetic neutering. Still, sales have improved immensely over the past few years, as Subaru has not only survived the Great Recession, but thrived. So what's in store for the future of Subaru styling?

In a recent interview with AutoWeek, Subaru's new design boss Osamu Namba claims that the Japanese automaker is looking to ditch its odd designs once and for all, with cleaner lines that appeal to a wider audience. Namba joined Subaru back in 2008 after spending a decade heading his own design firm, and he's said to be working on the next-generation Impreza; his first production Subaru. But to see where Subaru's design direction could go, look no further than the Hybrid Tourer Concept from the 2009 Tokyo Motor Show. The Namba-designed concept is a totally new look for Subaru, with clean, modern lines and an aesthetic that's far less challenging than past models.

Perhaps the biggest challenge for the Subaru design staff is to improve styling without alienating its loyal audience. While some critics may mention that the Hybrid Tourer Concept would rub Subaru owners the wrong way, the Japanese automaker is hoping that those loyal fans will continue to love their products because of their all-wheel drive, boxer engine and entertaining driving characteristics.

[Sabre]

Hmm, if it looked like this:



You might have me... but if it looks more like this:



I'm going to give it a big

[chicken n waffles]

they're going to ditch one of the main endearing qualities of the brand. well, can't say i didn't see it coming.

[complacent]

I've often had type reactions to new models, only to find that I like the designs later on after they've had time to "settle" in my mind (stomach?)

I'm willing to give them a chance.











don't mess this one up, subaru...

[Mr Kleen]

they really can't get much worse. the only redesign in the past few years that I care for is the new Forrester but they've taken the manual option away from the turbo.
the odds that my next car will be a new Subaru are already slim, why not shake things up...

[captainslow]

say it ain't so.

bring back this!



it's like driving a square root. subarus should always inspire an initial WTF reaction. to me, subarus have always been endearingly ugly. to make them attractive and mainstream would be like slapping martina navatilrova in the face. keep the brand weird and fun. keep the sand in my birkenstocks and the granola in my cereal. keep the women gender neutral and keep the spoilers redonkulous. keep it subaru!

[Raven]

Quirky doesn't really sell cars, saab found this out too.

[chicken n waffles]

Quirky doesn't really sell cars, saab found this out too.

it's been doing just fine for them so far.

i understand their desire to go mainstream to boost revenue, i just don't have to like it.

[missvenezuela85]

Not a fan.

[Raven]

it's been doing just fine for them so far.

Subaru is still only a niche manufacturer at best.

[chicken n waffles]

it's been doing just fine for them so far.

Subaru is still only a niche manufacturer at best.

and that's been a problem for them how again? the scale of their operations has allowed them to remain profitable because of the fact that they've remained primarily a niche manufacturer.

they want to play with the big boys, which means increasing production/costs/operational facilities. that doesn't automatically equate to profitability.

[Mr Kleen]

Subaru's turbocharged sales secret
a 6 month old article but on-topic.

[zaxrex]

Subaru is still only a niche passenger car manufacturer at best.

FHI is one of the larger leading manufacturers in Japan.

[Cereb Daithi]

I'll just go ahead and say despite my problems with their new designs I'm happy to see them adapting and growing.