Subaru Wants To Shed "Quirky" Image, Broaden Mainstream Appeal

[administrator]

Osamu Namba, Subaru's new design chief wants to help move the company from a cult brand adored by outdoorsy types, Snowbelt buyers and performance enthusiasts into a mainstream brand capable of competing with offerings from major automakers.

"We want to broaden the appeal to make it accessible to more than a small, loyal crowd," Namba said in an interview with Automotive News. According to Namba, form has traditionally followed function at Subaru, as their design was dictated by the low-mounted boxer engines, tall roofs (designed to help haul large items like bikes and other lifestyle gear) and sometimes outlandish wings and air scoops, necessitated by the rally-inspired performance items like big brakes and turbochargers.

Namba, who previously ran an independent design studio, was hired by Subaru after previous attempts at developing a unifying design language, faced a strong negative reaction from consumers. One review for the Subaru Tribeca famously called the new winged front fascia a "flying vagina".

Using the current Legacy and Outback as a template, future Subarus will be more accessible, but also bolder, with fewer soft curves and more muscular styling, eschewing the understated and functional designs of the past. "I don't want it to be just something serious and boring," Namba says. "A lot of people don't know that Subaru brand. If we can make styling more accessible, it will bring them in."

More: Subaru Wants To Shed "Quirky" Image, Broaden Mainstream Appeal on AutoGuide.com

[CNY_Dave]

Well, it was a nice run, but now subaru will begin the slide into being 'just another car company'- which is what the shareholders want, I'm sure.

Destroys their long-term viability, in my opinion, though.

Why buy brand Y when there is no differentiating feature from brand X?


Dave

[AWDFTW]

"It's what makes a Subaru a SubaToyoHondaVol."?

[fatabbot]

Even though this "mainstreaming" is probably the only reason I own a Subaru right now, it would be kind of sad for the brand to get too watered down.

[snajper69]

Good way to say F..... U loyal funs lol. At the end of the day they are in the business of making money. So it's not a surprise.

[AA9ZZ]

Apperance is is only external. Unter the metal shell there is still a Subaru. Isn't that why we all bought one; for the long lasting quality build?

[fatabbot]

Originally Posted by AA9ZZ

for the long lasting quality build?

One could argue that, with the new OB's at least, this is already fleeting....

[subian]

Originally Posted by AA9ZZ

Apperance is is only external. Unter the metal shell there is still a Subaru. Isn't that why we all bought one; for the long lasting quality build?

Yes we bought for build quality...as well as handling, performance - all of which are impacted by the styling. If the model design is too big, heavy or sits too high - customers are not going to get the performance experience they are use to in a Subaru. Just my two cents.

[iturtle]

Another article, same topic:

Report: Subaru to dump "quirky" image — Autoblog

[leon]

why is Subaru hiring styling people when they need to be hiring new engineers to fixed the shakes that the 2010 and now the 2011 have plus all the other recall issues they are having with these cars........makes no sense to me......guess style is now more important than the great quality that Subaru used to have and doesn't have now......why don't they just start using the Toyota logo instead of the Subaru logo.....that is where this is going.........