The Japanese Car The Germans Wish They Made?

See that title? That's the tag line for the new Subaru Impreza. At present time I have no idea if it's being used outside of Canada, but I do know that in the past 2 days I've seen it plastered all over the newspaper and on TV commercials that seem to run in an endless loop of despair.

I mean seriously, this is the best marketing idea that Subaru chose from?

I was unaware that German engineers were scrambling to find ways to engineer a compact car that looks like a bar of soap with a set of late 80's Mercury Sable headlights out front, combined with a floaty suspension that completely disregards the past history of the make (if you believe the car rags). Obviously they've failed if the best they can do is the 3 Series, C-Class and upcoming 1 Series.

As time goes by, I'm finding it very difficult to believe that some of these car companies are run by sane people. It's even more bewildering now that Toyota has a stake in Subie. If you think about it, a 'pseudo-German' ad campaign makes absolutely ZERO sense in the story that is Subaru, regardless of the vehicle. They've just spent the last 10 years reinforcing the 'Outback' style and their AWD system. They went so far as to hire freaking Crocodile Dundee for an ad campaign. I'd wager that most people not into cars might have actually thought that Subaru was an Australian company.

And the solution to all this brand image? To dump it all off and go with 'Japanese but with a German edge'.

It must be too brilliant for my mind to comprehend.

Toyota and Subaru to Jointly Develop Sports Car

Toyota, a company not famous for performance vehicles (in fact, the company no longer sells any sports cars, now that it has discontinued the MR-S sports car in Japan), is rumored to be co-developing a small sports car with Subaru for sale in Japan, according to the Japanese Asahi newspaper. The new car would be branded as a Toyota and will have an engine smaller than 2 liters. It will be priced at less than 2 million yen ($16,900) in Japan.

Details about the car are still cloudy at this point, including whether the car will feature Subaru-specific technology such as a horizontally-opposed engine and symmetrical all-wheel drive powertrain. While all-wheel drive seems to be a possibility, the boxer engine does not, as that might take away from Subaru's uniqueness and quirkiness.

Toyota and Fuji Heavy Industries (the parent company of Subaru) have been allied since GM sold its stake in Fuji Heavy Industries in 2005, and Toyota bought 8.7% of the company to gain access to additional US production capacity and jointly develop models. Subaru is building Toyota Camrys at its factory in Indiana and has already benefited from Toyota's manufacturing expertise through the venture. Let's hope that the jointly-developed sports car can combine the best of both companies.

The car is expected to hit the market in 2010, although both companies declined to comment on future product plans.

Future Scion Product: Subaru Tribeca Rebadge?

According to industry publication Automotive News, Japanese magazine New Model Magazine X recently showed a spy photo of a camouflaged vehicle that had Subaru Tribeca-like proportions and dimensions with what looked like a Scion badge on the grille. The magazine went on to speculate that Toyota would rebadge a Tribeca as a Scion to sell in the US.

Toyota has made a point of denying that it plans any additional models for the Scion brand, and sales have climbed steadily for the past several years (up 10.6% during 2006). But with Toyota owning 8.6% of Subaru's parent company, Fuji Heavy Industries - and Tribeca sales not meeting expectations in its first two years on the market (only selling 18,614 units in 2006) - anything might be possible.

My question is - how exactly would a rebadged Tribeca fit in with the rest of the Scion lineup? Scions generally come from the factory with only two different variables: manual or automatic transmission, and color. The rest of the equipment - appearance, comfort, or performance - is installed by the dealer or the owner. The most expensive 2008 Scion will be the tC coupe, at $17,580 (including destination), while a 2008 Tribeca starts at $30,620 (including destination), or 74% more money. The value proposition just seems very different between the Tribeca - arguably Subaru's flagship - and Scion. Not only that, but Toyota has taken a lot of criticism for the way the 2008 xB has grown in size, weight, and power - but seen its fuel economy decline in an environment of high gas prices. Do they really want to hear about a six cylinder, seven seat crossover from the Scion faithful?

Frankly, I don't see this happening, but if it did, it would be another fascinating case study to see how Toyota manages the marketing message, pricing, and styling of a Scion-ized Tribeca.