New Subaru design boss wants to focus on style
15 July 2010

Subaru is set to rethink its design strategy to appeal to a wider audience, design boss Osamu Namba has revealed.

The Japanese company is set to dump its frumpy image and get serious about making cars that appeal to an audience that is wider than a few hardcore fans.

Previously, Subaru has been regarded as an engineering-led company, with design taking a back seat.

Now, Subaru design boss Namba – who joined Subaru in 2008 – wants to bring the the brand to the masses with a unified design language. "We want to broaden the appeal to make it accessible to more than a small, loyal crowd," he said. "We need to add a more contemporary element."

See the video of the Hybrid Tourer concept at the Tokyo motor show

Namba reckons that Subaru needs to react more rapidly to market trends and inject some flair into the styling.

"I don't want it to be just something serious and boring," he said. "A lot of people don't know that Subaru brand. If we can make styling more accessible, it will bring them in."

The recent Hybrid Tourer concept, designed by Namba, hinted at the possible future look of Subarus.

"We have to show the function through design with simple, clean lines," said Namba. "I want a very simple design that exhibits strength."

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Comments
38

15 July 2010

Thank God.

15 July 2010

they had a design strategy? really? :) they had promised the same thing before, but then released Tribeca and current Impreza.. although previous Legacy was the pretties subaru in years..

15 July 2010

So basically it's time to go back to the old Legacy and sharpen it up a bit... much as the new Jag XJ has done for the XF.

15 July 2010

I don't recall Subaru ever having a design policy beyond gold wheels. They're all about rally engineering prowess and suspension geometry.

15 July 2010

So was Namba in any way responsible for the present Impreza?!!

I think they need to do a reskin job on the Impreza, its a highly underated car.

Also fire the people who signed off the final design of the Tribeca, most SangYongs look better.

15 July 2010

You know it's bad when you could get a third off a new Tribeca...

But even the new Impreza isn't that great. Firstly, it looks like a Mazda 3. Then for a driver it's frustrating to have the handbrake digging in to your leg. The WRX is too soft, and too slow. STi hangs on like a leech when you're going for a white knuckle ride, but under steers when you're pottering about, driving normally. It's a disaster, and why after test driving it twice (just to be sure) I bought something else.

15 July 2010

I can't understand why it has taken the man TWO years to realise that the current cars are an aesthetic and ergonomic disaster .....

Two minutes looking at them would have been long enough .....

15 July 2010

The thing is, the last Legacy (saloon, estate and outback) were pretty perfect to me. The current Legacy looks like it's been eating too many burgers and the new outback is one of those awful "cross-over" things, but without being allowed to look completely like one because they already had the Forester. Surprisingly the Forester is now the best car in Subaru's range, something I don't think anyone expected

R32

15 July 2010

Headline should have read "BMW rethinks design strategy". They need to.

15 July 2010

Both marques should take a leaf out of the Korean's book of current and future design direction - BMW haven't built a good looking car since the E46 Coupe.

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