Quote Of The Day: Quirky Brand's Burden Edition
Ever since the Subaru brand was introduced to the US market as the makers of “cheap and ugly” little cars, it’s suffered from a tortured relationship with styling. From the unapologetically utilitarian to the downright contrived (hello, flying vagina) and right back to the tragically anodyne, Subaru’s styling has been as consistent as an acid trip… and about as popular with middle America. But now that Subaru is making headway with the buying public, its new stylist, Osamu Namba, tells Automotive News [sub] that it’s time for a change.
We want to broaden the appeal to make it accessible to more than a small, loyal crowd. We need to add a more contemporary element. We have to show the function through design with simple, clean lines. I want a very simple design that exhibits strength. I don’t want it to be just something serious and boring. A lot of people don’t know that Subaru brand. If we can make styling more accessible, it will bring them in
That sounds well and good, but where does Subaru even start going about building a consistent, coherent design language? We hear that Subaru’s Hybrid Tourer Concept is the best hint yet at the shape of things to come…
More by Edward Niedermeyer
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Subaru DID have stylistic continuity and gave it up, after 25 years. Why they would do so is beyond me. To be specific: For decades Subie fans have favored the wagons, which, starting in the early 1980s (the series that also included the Brat), featured continuity of the three side windows and their moldings, unlike the great majority of wagons by other makes. Starting in 1985, this continuity of glass and moldings was then extended around the rear corners to the tailgate window in the nicer versions of the DL/GL series from 1985 through its early-1990s counterpart (renamed Loyale). The new-for-1990 Legacy wagon offered this stylistic feature as standard equipment, and this continued all they way up through the 2009 Outback (and, outside the US, Legacy as well) wagons. I had always thought this added a touch of class, and now it's gone - the Outback wagon's D pillar (and that of the Legacy wagon where it's offered) is now exposed sheetmetal. (I realize the Forester is outside this discussion, but nonetheless the main line of continuity - from DL/GL series through Legacy/Outback - was maintained for 25 years.)
"We want to broaden the appeal to make it accessible to more than a small, loyal crowd." Has this guy forgotten that he has alienated most U.S. buyers by offering only AWD here? I'm not alone in refusing to pay to drag around this extra weight and complexity.
I don't think that many brands have a coherent design language outside of some of the luxury marques, and Dodge, at least with their grillz. In the case of BMW, and to a lesser extent Cadillac, it wouldn't hurt to be less consistent.
Points to remember, this car was imported by Malcolm Bricklin, yeah, the Yugo and Bricklin guy (and maybe yet a China brand). I remember passing an old army airport in Ok during the late 60s with thousands of these gumdrops parked there due to the failure of some system of the car to meet import rules. Long live Malcolm.