Subaru bosses in Japan are apparently concerned that the 2011 rear-drive coupe that it’s co-developing with Toyota could ‘cannibalise’ sales. Mat Nagato, chief of overseas sales at parent company Fuji Heavy Industries told reporters that “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."Autocar exclusively revealed details of the joint venture last month, which will produce two different looking coupes underpinned by the same platform, with both being powered by Subaru’s boxer engines.But Subaru is understandably concerned that the Toyota-badged front-engined, rear-drive coupe - which could become the next Celica - will be the dominant seller. Going head-to-head against Toyota with what is essentially the same car is going to be a tough battle for Subaru, hence the serious consideration of ways to make its version stand out.
Join the debate
Add your comment
Re: Subaru looks to distinguish ‘Toyobaru’
[
quote Darth Balls]Yeah, Porsche are masters of branding, by consistent engineering integrity and peerless driver interaction. Of course they value it. That's why you can't buy a 15k new Porsche, it has to be aspirational or it becomes a Citroen/Toyota or whatever.
You may view the 911 as a default step, but until the R8 came along, what was the other choice? I think it is important to remember that Porsche have done their research and know their customer base. When they introduced the 928 it was outsold by the 3.2 Carrera of the time, a car designed 20 years previously and updated. They haven't made that mistake since and added to a range complementing the Carrera. I don't like the Cayenne, but the Boxster and Cayman are fantastic cars.
Re: Subaru looks to distinguish ‘Toyobaru’
For gods sake!! Someone, somewhere, build us a 250ish bhp rwd hatch/saloon/coupe that has an lsd, plate/gear/electronic/viscous etc etc-with nice balance, good brakes and a respectable price tag!!
It will sell sell sell--I can not believe the price of AE86 Toyota's at the moment!!---I remember driving one in 1988!!!-PLEASE re read that 1998, 20 years ago and its a car that sticks in my memory for its finesse---20 YEARS AGO!!!
Lets see it, lets see the new AE86 PLEASE!!!!!
Re: Subaru looks to distinguish ‘Toyobaru’
I would also point out that Subaru have just produced the world's first flat 4 diesel to much critical acclaim and are considering a WRX version for the Impreza and I have heard that they may even add a couple of cylinders to make an H6.
Where have you been - nobody can say that this isn't forward thinking.
Am loving that comparison.
I wanted a fast, discreet estate car. (I could have had an Audi RS4 but it would break down and the dealer would be a pain). I have got that and am very satisfied as per our Australian poster.
You obviously just don't get it - why am I not surprised? I think a coupe is a fantastic idea and the recent design photos look great.
It actually shows that Subaru know exactly what they are doing if they want to distance their car from Toyota's.