Filed under: Coupes, Subaru, Toyota
Subaru worried that RWD coupe could dilute brand
One topic of debate that began raging after Toyota and Subaru officially announced their collaboration on a lightweight, rear-wheel-drive coupe was how the Toyobaru would be marketed, particularly with both brands getting their own models. Apparently, Subaru execs share our concerns.Subaru has branded itself as the purveyor of competent, multi-purpose vehicles that begin and end with one distinct feature: all-wheel-drive. By adding another vehicle into its lineup lacking that core trait, Subaru risks diluting its hard-earned image, not to mention going toe-to-toe with the Toyota monolith by selling a badge-engineered variant.
Automotive News spoke with Fuji Heavy Industries overseas sales chief, Mat Nagato, who said, "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."
[Source: Automotive News – Sub. Req.]
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Reader Comments (Page 1 of 4)
Allan 4:05PM (4/21/2008)
Maybe they should talk to Jeep... about selling something minus their "core trait" and all.
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John Johnson 4:06PM (4/21/2008)
Make the subie an AWD track/rally machine, make the Toyota a RWD backroad/drift machine.
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Kumail 4:12PM (4/21/2008)
my thoughts exactly. maybe toyota or subaru executives should start reading autoblog..
nissanfreak87 4:13PM (4/21/2008)
subie roku!
Allan 4:13PM (4/21/2008)
Ya, I don't really understand why they wouldn't do this. Let Toyota do the RWD and let Subaru do the AWD.
hashiryu 4:19PM (4/21/2008)
And its as simple as that....Toyo RWD, Subie AWD..
C'mon guys, it's not rocket science..........
John Johnson 4:22PM (4/21/2008)
Subaru/Toyota marketing people, call me if you need someone to earn their salary.
Soul Shinobi 11:09PM (4/21/2008)
I agree, but there's a bit more to it than that. Subaru gets the TURBO AWD version, and Toyota gets a HIGH-REVVING RWD version--each with unique engines. Parting ways on both engine and drivetrain philosophy's would do well to underscore the versatility of Subaru's chassis engineering.
BowserUSC 4:06PM (4/21/2008)
Suburu is known for AWD and I honestly think they're destroying their image by releasing a car without that standard. What's best known in my mind about suburu is the fact that they're rally cars, without the AWD it seems like they're giving up on their image.
Suburu, I think this is a giant mistake.
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Will 4:16PM (4/21/2008)
Relax. The Subaru version will almost undoubtedly be AWD.
I think it's a fairly simple decision. Toyota gets the RWD version, Subaru gets the AWD version, massaged sheetmetal to differentiate the two and keep each in line with corporate identities, bish bash bosh, everybody wins.
To be fair, though, STI-swapped Toyota variants would make wicked drift and drag machines. I doubt there will be a factory RWD version with the EJ257, but it'll be an easy swap.
Richard 6:40PM (4/21/2008)
Yes, but will the design layout allow for driving all four wheels?
It is a no-brainer if that is the case, but on a low-cost platform for enthusiasts where will be the front wheels relative to the engine?
Based on Mat's comments in the interview - this thing is engineered for RWD only.
Nooooooooo! Subaru. Nooooooo!
tankd0g 10:24PM (4/21/2008)
Subaru does make tones of fuel effiecient 2WD vehicles you know. Maybe if they sold one of them in the US they could start playing with the big boys, sales numbers wise.
mike 10:36PM (4/21/2008)
Would it Kill you to sell a car with good gas mileage? Are you guys even aware of the price of gas, global warming, Peak Oil or Arab Terrorists?
Now, there's an article on peak oil about gas shortages by 2016. After that, you won't be selling ANYTHING.
Franz 4:16PM (4/21/2008)
I too think Subaru should stick to their awd image. That said though, I'm sure the vehicles could still be built on the same platform with Subie's version being equipped with an awd transfer case. Then Toyota could have the option of marketing theirs with awd available while the Subaru would have awd standard. I just think it'd be easier for Toyota to sell an awd variant than it would be for Subaru to sell a rwd only vehicle. My two cents.
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PJ 4:19PM (4/21/2008)
"...but the simple solution would be to nix the Subaru version altogether..."
Pull your head out, Subaru. This car appeals to exactly the same demographic that isn't buying the sucky new WRX--and still loves the old one. You can't afford to piss them off again.
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Gargamello 4:25PM (4/21/2008)
A RWD Subaru coupe would dilute the soccer mom station wagon driving Costco hauling part of the brand, if that's what they're worried about protecting.
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Kunikos 1:48AM (4/22/2008)
osnap
Greg 4:25PM (4/21/2008)
So we're all in agreement that the Subaru version should be AWD (lightweight rally monster), and the Toyota version should be RWD (ala AE86), so are we missing anything?
Did Subaru (stupidly) agree to developing an RWD-only platform or someting? I'd honestly doubt it (but I could be wrong)... So what's their worry?
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Alex 4:26PM (4/21/2008)
I'm with the masses here.
Toyota = RWD
Subaru = AWD
The sbuaru will be pricier but if we are talking below $22k base, then it'll still be a winner.
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Paul P. 4:46PM (4/21/2008)
I also agree:
Subaru: AWD
Toyota: RWD and maybe AWD
Makes perfect sense.
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