Originally Posted by Jard
From what Andy (AnnapolisSubaruSales) was telling us, this makes perfect sense.
Subaru is going after the small car market in a big way. They don't care about catering to the boy racer crowd as much as they care about people who buy econoboxes to commute.
Perfect business sense...just not very exciting.
follow on article...
Mori, a marketing executive named president in June 2005, made it clear he no longer is pursuing the dream of his predecessor, Kyoji Takenaka, to remake Subaru into a "global premium brand." In recent years, Subaru added luxury features and raised stickers on many models but fell short of its sales goals.
"The goal of being a global player hasn't changed," Mori said. "But 'premium' carried a 'luxurious' implication. That's not who we are."