Potty-mouthed Overseas Subaru Earns Domestic Rebuke

Steph Willems
by Steph Willems
potty mouthed overseas subaru earns domestic rebuke

Late Friday, just before news of a resurrected Hummer broke, we regaled you with the story of the Subaru Forester Ultimate Customized Kit Special editiona flashy Forester with no backstory that appeared at the brand’s Singapore Motor Show booth.

A Subaru bearing a expletive acronym was bound to make waves, and those ripples apparently reached the offices of Subaru of America. Company execs of the wholesome, family-friendly automaker were not amused.

Thanks to an anonymous tipster who contacted The Drive, we can see the automaker’s reaction. Seeing the headlines spawned by the Subaru FUCKS, the company’s American arm fired off a letter to its dealers.

Whether the company’s effort to distance itself from this unholy creation went too far is up to the reader. It seems the vehicle displayed in Singapore was the work of the local distributor, which decided to commission an attention-seeking one-off for the show.

From the letter to retailers:

Yesterday afternoon we learned about an unfortunate situation related to the name given to a special edition Forester by the independent distributor in Singapore. We want to make sure that you and all of your customers know that Subaru of America, Inc. (SOA) and Subaru Corporation (SBR) had nothing to do with this.

We apologize for any negative feedback this may have caused. SBR has had the name removed from the car at the Singapore Auto Show. We work very hard to build a strong brand image for this company and the naming of this vehicle in no way reflects the values and standards we hold true. Furthermore, we will always do our best to protect our brand’s integrity.

Amusingly, Subaru ended the letter by stating “it goes without saying that this car will not be available in the United States market.”

Odds that Subaru will diverge from its happy-dogs-in-canoes marketing direction into the realm of the risqué seem to be nil, and the same goes for vehicle branding. That said, postmodern changes to a certain medical acronym have rendered the STI version of the WRX somewhat problematic.

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  • Multicam Multicam on Jan 14, 2020

    Of all the auto manufacturers, Subaru currently uses scare tactics the most effectively; by that I mean their advertisements, more than any other manufacturer, make me say "**** you for trying to scare me into buying your car." They basically communicate that if you don't buy their safe machines you don't love your family enough to protect them and to that I say **** you. The F.U.C.K.S. slip-up, or whatever it was, was their first piece of marketing that didn't anger me in a long time.

  • HotPotato HotPotato on Nov 30, 2020


  • FreedMike This article fails to mention that Toyota is also investing heavily in solid state battery tech - which would solve a lot of inherent EV problems - and plans to deploy it soon. https://insideevs.com/news/598046/toyota-global-leader-solid-state-batery-patents/Of course, Toyota being Toyota, it will use the tech in hybrids first, which is smart - that will give them the chance to iron out the wrinkles, so to speak. But having said that, I’m with Toyota here - I’m not sold on an all EV future happening anytime soon. But clearly the market share for these vehicles has nowhere to go but up; how far up depends mainly on charging availability. And whether Toyota’s competitors are all in is debatable. Plenty of bet-hedging is going on among makers in the North American market.
  • Jeff S I am not against EVs but I completely understand Toyota's position. As for Greenpeace putting Toyota at the bottom of their environmental list is more drama. A good hybrid uses less gas, is cleaner than most other ICE, and is more affordable than most EVs. Prius has proven longevity and low maintenance cost. Having had a hybrid Maverick since April and averaging 40 to 50 mpg in city driving it has been smooth driving and very economical. Ford also has very good hybrids and some of the earlier Escapes are still going strong at 300k miles. The only thing I would have liked in my hybrid Maverick would be a plug in but it didn't come with it. If Toyota made a plug in hybrid compact pickup like the Maverick it would sell well. I would consider an EV in the future but price, battery technology, and infrastructure has to advance and improve. I don't buy a vehicle based on the recommendation of Greenpeace, as a status symbol, or peer pressure. I buy a vehicle on what best needs my needs and that I actually like.
  • Mobes Kind of a weird thing that probably only bothers me, but when you see someone driving a car with ball joints clearly about to fail. I really don't want to be around a car with massive negative camber that's not intentional.
  • Jeff S How reliable are Audi? Seems the Mazda, CRV, and Rav4 in the higher trim would not only be a better value but would be more reliable in the long term. Interior wise and the overall package the Mazda would be the best choice.
  • Pickles69 They have a point. All things (or engines/propulsion) to all people. Yet, when the analogy of being, “a department store,” of options is used, I shudder. Department stores are failing faster than any other retail. Just something to chew on.