Report

Subaru To Become Uncool by Going Mainstream?

With consistently strong sales and excellent products, Subaru could be outgrowing its niche persona.

Despite difficult economic times for many automakers and the world at large, Subaru has been enjoying a “golden era” if you will. You see, the Japanese automaker’s profits and sales have soared to record numbers over the past few years, and its stock has reflected this, increasing fivefold since the beginning of last year. Thanks to the sales success of popular models like the new Forester, XV Crosstrek and BRZ, Subaru is now finding itself at a turning point.

The Japanese automaker is now reportedly considering moving away from its niche all-wheel drive character into more of a mainstream brand. Simply put, Subaru is becoming too big for being a niche brand. "We’re standing at a major turning point for Subaru," according to company President Yasuyuki Yoshinaga. "Some people in the company may want to make mass-market products or cheaper cars, but is this really the right direction for Subaru?" On the other hand, Yoshinaga stated that "It shouldn’t just be about volumes. We should be making cars only Subaru can make that are a little more expensive and more profitable than the competition."

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