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Subaru of Canada has shown its twisted sense of humor with this new commercial for the Subaru Forester that plays off the whole "sexy babes washing a car" motif. Instead of busty blondes, however, the Japanese automaker supplants sumo wrestlers who thrown sponges at each other, squirt each other with the hose and get caught in slow-motion replays while flipping their hair back. If you're eating lunch right now, put the fork down and make sure you've swallowed your food before watching the commercial after the jump. Thanks for the tip, Shari!

[Source: YouTube]

Click on the image to see high-res shots of the "see-through" Subaru

While automakers spend huge amounts of money paying marketing firms to come up with memorable advertising campaigns, sometimes something relatively simple does the job just as well. Take this Subaru Outback. Dreamed up by Stan Palmer Sales of Carlisle, a Subaru dealership in the U.K., this particular Outback appears to be see-through and was developed to promote the marque's new diesel boxer engine, the first such engine in the world. An image in a Subaru brochure was snapped with an eight megapixel camera, blown up and plastered onto the full-sized car.

Though the whole project took just one day, the effort has drummed up plenty of interest. According to Dealer Principal Ian Armstrong, "The reaction has been fantastic, with people almost tripping up as they walk past." Considering that the Outback isn't exactly a fresh model, the added interest has caught the attention of Lawrence Good, Managing Director of Subaru Limited in the U.K, who said: "This car has become quite a talking point back here in head office and is a fantastic and cost-effective advertising initiative. It should inspire other dealers to either copy the idea or come up with their own innovative campaigns." Sounds like they love it.


[Source: Subaru]

Click either image for a high-res gallery of the Subaru Exiga.

We received word from a little birdie last week that Subaru was gearing up to release its brand-new Exiga into journalist's hands in Japan. Coincidentally (or not), a teaser shot of Subaru's new pseudo-CUV popped up on the NASIOC forum over the weekend and it's clear from the darkened profile that many of the elements from the show car have migrated over to the production model.

The Exiga, which appeared at last year's Tokyo Motor Show as a lightly veiled concept, will likely form the basis for the new Outback, slotting in between the Legacy and the Tribeca CUV. However, it's doubtful that when the Exiga (or Outback) makes the trek across the Pacific it will be sporting seven full seats. Its closest competitor here in the States is the forthcoming Toyota Venza, which aims to define a new segment between wagon and crossover, but in reality, both vehicles own their inspiration to the AMC Eagle, the original wagon on stilts.


[Source: NASIOC via Straightline]

If Consumer Reports is right, Volkswagen is well on its way to attaining its dream of outselling Toyota by 2015. In the magazine's June 2008 issue, CR threw a handful of hatchbacks into the ring and the VW Rabbit hopped out the winner. The magazine cited the Rabbit's "very well finished" interior for its class, agility, braking and transmission as reasons to choose it over a growing field of small hatchbacks. CR also expects the Rabbit to have an "above average" reliability record.

The biggest negative the staff found in the VW was "mediocre" fuel economy for a car its size, though many SUV drivers looking to downsize will love seeing its 24 mpg figure. Staffers also complained about the large C-pillars blocking their view and engine lag after stops.

Consumer Reports has routinely praised the Mazda3 as one of its favorite hatches, but in overall scoring, the car now comes in third, slightly behind the Toyota Prius Touring. Rounding out the top five are the Subaru Impreza Outback Sport and the newly redesigned Toyota Matrix/Pontiac Vibe twins. At the bottom of the list are the Dodge Caliber and the Chevrolet HHR.

[Source: Consumer Reports]

Click either image for a high-res rendering of each model at AutoExpress.

Mitsubishi and Subaru are entering round two of the newest battle for all-wheel-drive supremacy and AutoExpress has ringside seats. Both automakers are preparing hard-core versions of their turbocharged, rally-bred road rockets and that means more power, more aerodynamic mods and, in the case of Subaru, less weight.

The Lancer Evolution X MR is on the way, with a new fascia equipped with extra venting and a new air intake, while a revised rear wing, side skirts and blacked-out wheels complete the exterior makeover. Output is increased by 20 hp (in JDM spec) to 305 hp and the mid-range has been tweaked to provide more low-end torque, dropping the 0-60 time to under five seconds. The paddle-shifted SST twin-clutch transmission transfers over from the GSR model (likely with some software revisions) and the body has been stiffened to maximize the MR's handling.

Subaru is taking a different tack, keeping power upgrades to the STI's turbo'd 2.5-liter boxer to a minimum and instead focusing on weight reduction. The Impreza WRX STI Spec C will get a slightly revised aero kit, with a roof scoop (functional?), standard gold wheels, a lightweight roof, aluminum trunk lid, compact battery, smaller fuel tank and thinner compartment glass all around. All that work is expected to result in a 154-pound drop in weight, so the Spec C will tip the scales at just over 3,000 pounds.

Subaru is also planning to equip the new Legacy with the STI's drivetrain, a revised suspension and slapping on an "S402" badge on the back, along with a sporting interior with more grippy seats. All of this is only for JDM consumption at the moment, but we'd expect to see both the MR and Spec C hit the UK next year, with sales in the U.S. of the MR coming around the same time.

[Source: AutoExpress]

Thanks to Subaru's newest marketing campaign, we finally know what really makes a Subaru a Subaru. Love. Really? Allow Tim Mahoney, chief marketing officer for Subaru of America, to explain, "Love is the most powerful emotion and 'I love my Subaru' is the most used phrase I hear about our brand. We wanted to show the bond between Subaru owners and their cars through this work."

While it seems that current owners may love their cars, Subaru's research into the subject shows that the majority of the population have no strong feelings toward the brand at all. Past Subaru ads have communicated the rational reasons for purchasing a Subaru, but the marketing team now intends to key in on three specific subjects: the heart, the brain and the wallet, highlighting all of the considerations of a consumer looking for a new car. Will the new advertisements resonate with consumers? Dunno, but we do know that while we love ourselves some STI, there isn't much else that Subaru has to offer which make our hearts race.

[Source: Subaru]

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.]

Last week's announcement that Toyota wants to raise its stake in Subaru's parent company Fuji Heavy Industries looked to have no down side. Subaru gets $300 million with which to build a new factory, Toyota gets greater access to FHI's high tech batteries for hybrids, and both get to build the affordable RWD/AWD coupe that we're all waiting for.

But the bean counters in Toyota City have noticed that Subaru's kei car division spends a fortune on developing quirky micro cars such as the supercharged Vivio that Colin McRae campaigned in his first rally (above), the worlds smallest four-seat convertible (below) and the fabulous R2D2. The trouble is, profit margins on such marvels of engineering are wafer thin, and that is not the Toyota way. So, come the next decade, Subaru will only sell OEM kei cars made by another member of the Toyota family, Daihatsu.

Most analysts think this this is a good idea, but this one ain't so sure. Eighteen years ago I bought a rear-engined rear-wheel-drive Subaru Sambar. It was such a hoot to drive that I traded up to a Rex, then an RX-R, then a WRX and I now drive a Forester STI. In all likelyhood, my next car will be an Impreza STI.

Will rebadged Daihatsus garner such brand loyalty from young buyers in 2010?

The Subaru WRX STI has the speed and agility to be a track star, but on dirt, few machines on earth can keep up with the sprightly little screamer. The impressive little Scooby can scoot just like the last-gen model, but now it does it with a refinement the old model lacked. For fans and foes of the AWD pocket rocket, team Subie made a one-minute video tribute to the coolness that is STI. Hit the jump to view some seriously amazing jumps, flips, spin-outs, crashes, and power slides featuring the old car that concludes with the '08 ride tearing up the tarmac. If you don't want to go drive an STI after watching this clip, you may be dead.

[Source: YouTube]

At a press conference in Japan today, Toyota CEO Katsuaki Watanabe finally confirmed that his company is jointly developing a pair of rear-wheel-drive sports cars with Subaru. Each brand will get its own version of the car, which will be powered by one of Subaru's boxer engines, though the engine's displacement, power output and even number of cylinders is not yet known. We're also not sure if the Subaru version will feature the brand's trademark all-wheel-drive system either as an option or standard equipment, or whether Toyota might offer AWD as well in an homage to the Celica GT4 (we hope so!). The styling will most likely resemble the sketch that was published by Autocar yesterday, though we don't expect one car to be a rebadged version of the other. Mark your calendars for 2011, which is when the new sports cars are scheduled to arrive. They'll be riding on a brand new platform and be built in Japan at a new plant by Fuji Heavy Industries, the parent company of Subaru. Toyota also confirmed rumors this morning that it will be buying up more of Fuji, raising its stake in the company from 8.7% to 16.5%.

These RWD sports cars will mean a lot for both companies, as Subaru hasn't offered a performance coupe since the slightly odd SVX, and Toyota all but abandoned performance models after the Supra, Celica and MR2 were cancelled.

[Source: Automotive News, Autocar]