Subaru’s search for a consistent design language is the stuff of automotive legend, as the brand has flitted from one theme to the next, seemingly coming up with a new direction with each new vehicle. Now, starting with the Hybrid Tourer Concept from the last Geneva Show, Subaru seems to have settled into something of a groove. It’s a sleek, stripped-down, mature look that might stray towards the bland side for some Subaru fans… but at least it’s a direction. With this peek at a future look for the Impreza, we’re getting a little closer to the day when Subaru actually offers a line of consistently-styled vehicles.

Let’s face it, Subarus used to be strange. When I was a kid, Subaru was in the same category as Volvo, Saab, Sterling and anything from France. Once upon a time, when friends rode in your Subie they were intrigued by its quirks and idiosyncrasies. As time moved on though, everything has become increasingly mainstream. Well, except for the French. To prove the point we hit Subaru up for a 2011 Legacy 3.6 Limited.

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Book Reviewed: Where the Suckers Moon: An Advertising Story, by Randall Rothenberg, New York: Alfred A. Knopf, 1994, 477 pages.

I don’t know what you get out of the current Subaru Legacy ad campaign, but what I get out of it is: “The Subaru Legacy is so banal, and sucks so unrepentantly hard, that we had to put extra crap on an old Kia Optima to create an alternative you wouldn’t automatically prefer.” This is not the first time Subaru has pointed a shotgun at its own feet, nor is it likely to be the last.

Where The Suckers Moon is, primarily, a story about advertising, but along the way we get a true sense of Subaru itself: a company stumbling from failure to failure, forever being rescued by market conditions, outrageously misinformed buyer perception, and completely random factors. It’s simply a company that is too lucky to fail, no matter how hard it tries.

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It’s not that the ad itself fails to mention the car it’s actually promoting, namely the Subaru Legacy. After all, if Subaru wants to entertain enthusiasts without actually indulging in the kind of gauzy praise they lampoon so effectively here, that’s fine by us. No, the only problem with the whole “2011 Mediocrity” campaign is that Subaru’s own Tribeca was clearly styled by the very designers they mock in this spot. And in this day and age, bland, uninspired crossovers are at least as lampoonable a cliche as the bland, uninspired sedans that Subaru slams (and which earned Toyota the cash for a 16.5% stake in Subaru’s parent company). Still, this is a ballsy move for a brand that is already growing like gangbusters in the US, and it shows just how far off the mark Volkswagen’s current attempt at US market growth is likely to be.

Subaru and Hyundai/Kia have been two of the strongest-growing brands in America over the past year or so, but even their momentum wasn’t enough to prevent “uh-oh” moments this month. Subaru sales fell 23 percent, despite another strong showing from Outback (+37%, 8,053). Forester and Impreza, which launched Subaru to a 52% sales jump last August, were down  39 and 42 percent respectively. Hyundai was another big winner in last year’s C4C sales glut, and its volume was down considerably by comparison last month. Accent and Santa Fe were down by 50 percent or more, but the redesigned Sonata did manage to nearly double its August 09 volume. Even Genesis was up (as was Tucson), but Hyundai still ended the month with a 11 percent overall sales decline. The biggest contributor: Accent, which sold 3,844 compared to 10,099 in August 2009. Kia fell about 23 percent, as Forte, Sorento, Sedona and Soul gains were offset by huge declines in Rio, Spectra, Optima and Sportage. Full numbers after the jump…

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If you are a carmaker, you need to have a hybrid and maybe even a plugin in the program, or at least on the schedule – whether your heart is in it or not. Even avowed petrol (and diesel) heads such as BMW and Volkswagen are dabbling with electrified powertrains – officially. Where are the last holdouts? In hybrid-country Japan.

“Mazda and Fuji Heavy are pursuing unique growth strategies as they continue to bank on refinements to the international combustion engine, in stark contrast with larger automakers that are rushing to roll out hybrid and electric cars,” reports The Nikkei [sub] to an aghast readership. (Read More…)

In the first six months of 2009, Mazda sold over 7,000 more vehicles than did Subaru. This year, Subaru’s six month volume is over 10k units higher than Mazda’s. Meanwhile, in a scenario that does not bode well for the forthcoming Mazda2-Fiesta showdown, Ford’s Escape outsold its Mazda Tribute cousin 15 times over. In 2002, for comparison, that ratio was closer to three Escapes for every Tribute sold (145,471 to 44,989). And with a Nagare-saddled Mazda5 replacement waiting in the wings, Mazda isn’t even well positioned to defend the segment it helped define in the US market, just as GM finally starts taking it seriously. Mazda has little room for failure… and plenty of opportunity. There will have to be many more months like this one.

Impreza and Tribeca were the only Subarus that failed to improve on their June 2009 sales numbers last month, dropping 16 and 78 percent respectively. The Legacy could have grown more aggressively as well, essentially holding steady at last year’s level. Outback and Forester continue to be the big winners, combining for over 14k sales, or about two-thirds of Subaru’s monthly volume.

Toyota will supply small Subarus to Fuji Heavy, so that Fuji Heavy and Subaru can focus on midsize cars. According to information developed by The Nikkei [sub], “Toyota and Fuji Heavy intend to release a jointly developed sports car under their respective brands as early as the end of 2011.” If the Nikkei has its stuff together, then we might finally see the often delayed FT-86 next year. As a Toyota and a Subaru. (Read More…)

Electronic doo-dads such as collision-avoidance systems used to be the realm of pricier models. Fuji Heavy, parent of Subaru, will change that. They are dead set to nannify all Subarus with their newly developed collision avoidance system, says The Nikkei [sub]. (Read More…)

That Subaru is still thriving is in itself a minor miracle. The small Japanese car makers have either imploded (Isuzu), are threatening to (Mitsubishi), or have sought shelter (even Subaru is now 20% owned by Toyota). Subaru did have its own near-death experience in the early nineties. But in a long string of wild bets, Subaru’s final card in the US was a big gamble on AWD, and the timing couldn’t have been better. And like most successful gamblers, there have been losses along the way (see above). But perhaps because of the bumpy ride, Subaru is still alive and kicking. (Read More…)

Honda CRV, Toyota Rav4, Audi Quattro, VW Syncro, and the whole host of all-wheel drive cars, crossovers and CUVs: they all trace their roots back to this skinny and ugly little Subaru 4WD wagon. Is this the most revolutionary and influential modern car?

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Jon writes:

Hi Sajeev, I own a 2002 Subaru WRX wagon, and live in Tennessee.  Last month, Subaru and the NHTSA issued a recall for certain 02-03 WRXs in northern states.  The recall states that in cold weather, there may be an underhood fuel leak.  Tennessee is not considered a cold-weather state, so my car is not officially part of the recall.  But I’ve noticed that if the temperatures get down to the 20s (not particularly cold, in my book), I can definitely smell raw fuel coming from the engine bay.  I’ve called two dealerships in my area, and neither of them have heard anything about the recall.  I called Subaru directly, and they are insisting that I take my car to a dealer for an inspection.  Naturally, the cost of this inspection will only be refunded if the car is then included in the recall.  I do not at all like this option.  Any ideas on where else to turn?

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