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Subaru gets worried about its future
By Yoann Besnard on 25 April 2008 | (0) Comments | Permalink
The new coupé developed for Toyota and also sold under the Subaru badge cause concerns for the future of the Japanese carmaker.
The new coupé currently in development might become a marketing nightmare for the tiny carmaker. Until now, Subaru differentiates itself by featuring unique technologies on its models such as all-wheel drive transmission and boxer engines. Subaru Australia even promotes the all-wheel drive architecture in its slogan. How to justify the difference for the future coupé when it will also be sold by Toyota?
Company executives are aware of the problem. In an interview with Automotive News, Fuji Heavy Industries overseas sales chief, Mat Nagato, said "We may lose our long standing territory, or we may lose the great niche brand image. The potential risk is there. We have to be very smart on marketing strategy."
The coupé might become the beginning of the end for the Japanese carmaker.
