Subaru changes its strategy and sets up a division to improve its models

Fans of the Japanese brand Subaru are worried because they see that the models the brand has presented in recent years have lost their edge and no longer offer the performance of its most memorable models. Models such as the STI have disappeared, the WRX evolved into a more mature sports saloon and, according to the brand’s fans, more boring. Several of the planned prototypes never reached the market and fell into oblivion before they could reach the streets.

But now it seems the brand has realised that it lacks the spark it had some time ago and has decided to open a department that studies how to give its models greater performance and win back the interest of motoring enthusiasts. This division, called the Product Innovation Headquarters, has the Sports Vehicle Planning Office under it.

According to the words of the technical director of Subaru, Tetsuro Fujinuki, Subaru was taking a wrong, boring path, so it needed a new vision to continue on its course in the automotive industry. Subaru’s models stopped being exciting as they were updated, so the brand’s fans let the opportunity of buying a Subaru car slip by and the brand lost strength.

Until now, because from the offices they have decided to innovate and design new models that will win back buyers’ confidence. One of the issues Subaru has to solve is the current demanding emissions and consumption regulations. However, these limitations have not prevented other brands from launching models similar to those Subaru has discontinued.

The view of this department is not free of suspicion. It does not guarantee that Subaru will go back to launching this type of model successfully, but the creation of the office may represent progress in the brand’s proposals. And that is good news.