Subaru is to radically alter its brand values to try and improve its position in the UK.
The company plans to lessen the focus on performance cars and concentrate on creating more comfortable, spacious and refined cars instead.
Paul Tunnicliffe, Managing Director of IM Group Ltd, Subaru’s official UK importer, explained that Subaru “is not disregarding its rally heritage, but in the long term we need to broaden our target audience.”
Tunnicliffe maintains that the strategy was not created as a response to Subaru’s decision to withdraw from the 2009 World Rally Championship.
“The market for high power, low cost turbocharged cars wasn’t working long term" he said. "Our all-wheel drive philosophy is still a big part of the product’s appeal, and we will continue to produce cars that are rewarding to drive, but we can’t only rely on that to sell cars any more.”
The company’s new tagline is ‘uncommon sense’, with the intention being to sell cars on the back of the niche appeal and rarity factor of the marque, as well as the newfound levels of passenger comfort that the company is showcasing in its latest model, the 2010 Legacy.