Subaru and L.L. Bean end partnership
For the last eight years, Subaru and L.L. Bean have partnered on high-end versions of Subaru's line of all-wheel-drive vehicles. No longer. According to Subaru spokesman Dominick Infante, the duo have decided that it's in the best interests of both brands to call it quits. Infante notes that the Subaru brand has done rather well for itself in areas where snow and winter outdoor activities are common but has lacked appeal in more sun-rich states where the L.L. Bean brand isn't very common. It shouldn't be too difficult for Subaru to shed its rugged but staid image. With awesome models like the STi, Subaru seems entirely capable of making vehicles with which to scorch asphalt as opposed to the ski slopes.In lieu of using the L.L. Bean nomenclature, Subaru will instead endow its higher-end models with the 'Limited' badge. With the last of the L.L. Bean models currently sitting on dealer lots, those outdoorsy individuals aching for one had better act fast.
[Source: Kicking Tires]
Reader Comments (Page 1 of 1)
Drewboy 8:26AM (6/17/2008)
I like the cars they were putting the LL Bean brand on, but in general, LL Bean is a brand for people 20-40 years older than I am.
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Kumar 8:30AM (6/17/2008)
I agree,
The llbean brand identification has moved up in age grouping. It was a pretty good match though for the products it was on, though we could have seen this coming when no LLBean Tribeca appeared.
Hmm...wonder if R.E.I. is looking to put their name on cars? ;)
Jim in Tampa 10:14AM (6/17/2008)
L.L. Bean may be associated with an older demographic range but I associate "Limited" with an even older group. When I hear "Limited", I think of plush velour seats, the 1970's, opera lights, vinyl roofs and plastic woodgrain.
Soul Shinobi 11:48AM (6/17/2008)
I also think they could come up with something more appealing than "Limited." The word really has little substance to it, especially in the auto industry. They need a word that implies higher class, especially if they want to expand their market.
Pacman 12:06PM (6/17/2008)
"Limited" always reminds me of the Grnad Cherokee and Jeep.
I think the fad of using companies like this has passed. Does Ford still use Eddie Bower or Jeep Orvis?
Torrent 12:20PM (6/17/2008)
This is funny.
This is going to happen with Ford and Eddie Bauer, too.
yankee 8:44AM (6/17/2008)
it will be no great loss as both have lost the track of where the came from the, little man
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Soul Shinobi 11:48AM (6/17/2008)
I suppose this is unfortunately true. I only hope that Subaru take care with their image.
CalGuy 11:55AM (6/17/2008)
I agree with Jim-in-Tampa.. 'Limited' is lame. Not only does it as connotate cheeze-ball old Malaise-Era fat cars, it also means NOTHING in this application.
The word 'limited' suggests less or rare. NO automaker is really hoping for such, with its highest-content, highest-profit margin vehicles. It's a big language... a few other words might serve them better.
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1337 3:19PM (6/17/2008)
It's not like other companies have any better designations for high content trim lines. Chevrolet calls it 2LT and 3LT. Ford either does Limited, SEL, or Lariat, depending on the model. Honda is EX-L. Toyota uses XLE. Many other automakers use Limited. Clearly Subaru is far from being alone in the void of catchy names for their feature-laden editions.
Pacman 12:08PM (6/17/2008)
Make a North Face edition or Padagonia. Those brands relate well to the Sooby image of outdoors and sporting.
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mk 4:14PM (6/17/2008)
I'd rather they UN-limited it.
More build-options and configurability, please.
Couldn't care less if LLBean's name isn't on it.
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1337 3:16PM (6/17/2008)
As it stands today, doesn't Subaru already use the Limited designation for non-LL Bean models? For example, Subaru already sells the Legacy 2.5GT Limited and the Legacy 3.0R Limited.
I think it takes more than a nameplate to boost sales. Anyone remember the Ford Ranger Edge? What about the Chrysler LeBaron TC by Maserati? Both of those nameplates drummed up huge sales volumes.
/sarcasm.
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Sorin 11:50AM (6/20/2008)
Good riddance to bad co-branding.
I'd like a forester with leather interior, but the last thing I want is LL Bean embossed on the headrests and badged all over the thing. I'm glad Subaru is killing this.
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