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."
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."