Topic: What is wrong with Subaru?

[Snowman]

All of the models are rated at or near the top of their prospective categories in quality, reliability and fun factor. What seems to be the problem when it comes to sales?

[a4_tom]

As nicely driven as a LGT does, its price tag has moved lots of potentiall customer away. A loaded LGT Limited can easily put you into a German entry-level sports sedans, S40 T5, TSX or IS250 RWD. With the lack of cachet in Subaru's brand value, its really hard for them to charge such premium prices regardless of how much improvement they have gone through in use of interior materials. Tribeca's slow selling is obvious: ugly, overpriced, underpowered and cramped 3rd row seating.

[si]

...their past president reign is over.  Now hail to some new guy.   

hope the crazy designs change.

funny how a company that makes something so pleasing to the eye such as a legacy, makes the same face as the B9.

[sterling]

Absolutely no market presence in the mainstream. Oh sure, enthusiasts have seen the rally car commercials for the WRX but beyond that...

Had a friend comment about the B9 commercial - he couldn't remember the name of the product but remembered the song as the one sung at Blue's funeral in "Old School." 

[jeeper]

price tag is too high...
they should get back and think that they are not a luxury brand and if they want to became one they have to first provide luxury cars at decent prices....

[airbalancer]

mostly styling,

[tenpenny]

As nicely driven as a LGT does, its price tag has moved lots of potentiall customer away. A loaded LGT Limited can easily put you into a German entry-level sports sedans, S40 T5, TSX or IS250 RWD. With the lack of cachet in Subaru's brand value, its really hard for them to charge such premium prices regardless of how much improvement they have gone through in use of interior materials. Tribeca's slow selling is obvious: ugly, overpriced, underpowered and cramped 3rd row seating.

Why would you want a German entry level sedan, if you could get a Legacy GT?  In my mind, there's no question which would be the better product.  Your mileage may vary.

Subaru used to be known as a "granola" car...now, at least around here, they are known for the best package available in a useful wagon.  There are a fair number of people willing to drive an hour to the nearest Volvo dealer, so we see a bunch of Volvos,  but in that market (quality wagons), there's really only Volvo and Subaru.  All the others are poseurs.

[Bullet Blue]

Saw a black B9 today. It's really not as offensive in person as it is in photos. Looks nice from side angles and when viewd from the back. The front is still gonna have to be an acquired taste for me though.

Agreed tenpenny. Subaru and Volvo have been the wagon kings for years.

[Snowman]

NASIOC is lost… ..that Wilma has wiped out the internet mecca of all things Subaru……a moment of Silence please.

[AVToller]

When I had my Forester, I discovered that most people had no idea about Subaru. Many had never heard of the brand. Some thought it was Australian (I guess because of the Hogan/Outback thing). Great cars, but little or no image outside of the enthusiasts arena. 

[ovr50]

I have owned 2 Subies - a '97 OB wagon, and an '02 TS. The '97 was boring big time - zero fun and so-so reliability. The '02 TS was more fun, but noisey and of dubious reliability (O2 sensors, clutch judder, numerous CELs in 2 years). The TS was very reasonable priced but Subies bigger offerings are quite pricey. It does force you to consider other makers at those prices. Subie has almost a cult following but the cult is not very big. Kind of like Saab in that regard. I would not buy another. Also, at least here, the dealer is not the best. I did not get the TS locally.

[AVToller]

My Forester was 100% reliable and the dealer was first-rate. I certainly would have purchased another except 1) there is no dealer within a reasonable distance, and 2) my need/wants have changed. If they still sold a model competative with the Yaris/Fit/Aerio/Aveo segment, I would have looked VERY closely.

[Snowman]

Today I had my 98000 km service which included a new O2 sensor…..$480. Two months ago I dropped $530 on brakes. Other than regular scheduled maintenance that is all I have spent on Rut Ro. Impressive considering it has been modded to 350 Hp for the last 3 years

BTW my Tranny flush revealed no surprises and the fluid looked good. So much for the junk MT5 people have been talking about.

[johngenx]

Thankfully, Subaru is "different."  They have strange products that used to have strange syling.  Only recently did the Subaru products not look very odd.  Even things like the "boxer" engine are stuff that normal people don't understand.

Here's some Subaru stuff...

1. Four channel ABS.  Yup, it's great!  Subaru's ABS system works SO well with it's AWD system.  However, 99% of people have no idea of what four-channel ABS is.

2. Boxer engine.  Perfectly balanced, low CG, great packaging height-wise.  However, not many people know anything about boxer engines and your average consumer does not see the benefit.

3. AWD systems.  Subaru has poured lots of effort into their AWD systems, and now they have one of (if the not the) best systems available.  They even put in every product they sell.  Well, many people don't care about AWD.  Hey, what about SUV's?  Don't people buy them for AWD?  No.

4. Wagons.  Wagons?  Not many people sell wagons, and Subaru has SEVERAL!  Things are going the way of the wagon, but it's not a giant stampede.

Why is the Impreza near the top of the compact sedan/wagon/hatch market?  AWD, four wheel discs, ABS, side-bags, yadda-yadda.  I see the value as do many enthusiasts, but a large number of normal consumers see a Corolla CE "B" Package at $18,XXX and then Subaru is $24,XXX and they just don't see the value of the stuff that Subaru piles on.

The way I WISH Subaru would be different is by being the first Japanese maker to embrace diesels for the Canadian market.

[wing]

Hahaha, John I was going to pu that pic in my sig last week, but decided against it....

[quadzilla]

I think JohnX has the list down pretty good.  But the problem is that 80% of the market don't care about those things.

People don't get AWD more than it is something that only help when the snow flies.  People are just getting winter tires.

We cross shopped the Forester X-SE  in the spring and it was the same money as our 6-wgn.  If you remove the AWD factor it felt over priced by $4-5000 to us.  Still a nice car though.  An equivalent Legacy was just south of 40G as you are forced to take the leather and other things just to get a sunroof, and that is with the n/a engine.  You can get a base LGT for the same money.

They are trying to move upscale but I hear that the dealer network is not there yet.  Still a 3/60 basic B2B when most players are now 4/80.  Yes you can upgrade the warranty but people don't see that up front.

Their leasing is expensive which is the way more people purchase/rent cars today.  The Forester was quoted at $120/mth more than our 6-wgn which came with a 4/100 B2B (upgraded from 3/80).  Remember, the general public only looks at $$$ values.

I think Subie can still sell to the 20% that love their cars but if they want to capture some of the 80% they will have to make some changes.  Increase warranty, dealer network, leasing rates. 

[JSCC]

You mean reduce the leasing rates. 

[quadzilla]

Yes.  Something to make it more competitive.

[johngenx]

Yeah, I forgot dealers.  Lousy dealers.  Subaru dealers were raised on low-end cars and have stayed put.

With several products over $40K, they need to get serious about the level of sales and service quality they provide.  Comparing the service you get buying a $40K BMW 325i vs. the $42K Legacy, BMW wins by a thousand km's.

With Lexus, BMW, Infiniti, Audi and Mercedes all offering AWD products at/under the $45K mark, Subaru better get with the program with respect to their dealer experience.

[Careener]

I'm trying to rememeber where I read this.. "Near luxury pricing with Justy level service." (or something along those lines).
To start off with, I like Subarus...but I remember when the low end models cost $14,000.
I have three main remarks about Subie
-They have managed to move the product upmarket enough so that it's above what alot of people consider fair value.

-I have to agree with Edmonston on his comment that if it weren't for the AWD system these cars wouldn't be on many people's radar at all.

-They need to fix that clutch shudder issue that has plagued them for years. Redesign the tranny snout!