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An Offensive New Forester Name Brings An Apology From Subaru

The new 2020 Subaru Forester SUV launched at the Singapore Motor Show is drawing attention because of its name that is detrimental to the family-oriented automaker. See what is causing a big uproar.

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There are some crazy stories you just can’t make up. This one comes from the 2020 Singapore Motor Show that just closed yesterday. A report from The Drive says Subaru Corporation did not authorize the offensive name which we can’t print because we are a family-oriented website. But the custom SUV carries the name Forester Ultimate Customized Kit Special edition.

You can see why it drew attention and is now a problem for the Japanese automaker. Apparently Subaru Corporation did not authorize the name and it was named this by Motor Image Group who is the sole distributor of Subaru Vehicles in nine countries in Asia, including Singapore. We are guessing they had no idea when they came up with the name and later found out what it means in English.

2020 Subaru Forester name created an uproar at the Singapore Motor Show2020 Subaru Forester at the Singapore Motor Show

The Drive says Subaru of America (SOA) even sent out a letter to its dealer network late last week apologizing for the offensive name and said, the whole thing is an "unfortunate situation”, they “ had nothing to do with this”, and this model “will not be available in the U.S. market.”

The new Forester Ultimate Customized Kit Special edition kit is only available in the Asia markets and comes in a royal blue exterior color with red trim and features a suede leather interior with STI logos on the seats, custom wheels, and a lowered suspension.

2020 Subaru Forester Ultimate Customized Kit Special edition name is offensive2020 Subaru Forester Ultimate Customized Kit Special edition

Here is the complete letter sent to Subaru dealers in the U.S. thanks to The Drive.

Dear Retailer:

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.

This vehicle was created by the distributor for the Singapore Motor Show and it goes without saying that this car will not be available in the United States market.

The letter says the new 2020 Subaru Forester name was removed from the showroom floor, but the 2020 Singapore Motor Show closed yesterday and no other information is available.

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Denis Flierl has invested nearly 30 years in the automotive industry in a variety of roles. All of his reports are archived on our Subaru page. Follow Denis on FacebookTwitterInstagramSubaru Report. Check back tomorrow for more Subaru news and updates at Torque News!

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Max Aimes (not verified)    January 15, 2020 - 6:05AM

1. That ride -looks awesome-

2. No one calls it "the F".

The Forester Ultimate Custimization Kit isn't lewd unless that's all you think about all day.

-I'd drive it, Subaru needs MORE wild designs like this, IMHO.

Jack E Curenton (not verified)    January 20, 2020 - 12:20AM

I liked the looks of the new design..
I'd hoped to find the answer to when these options would be available...
But, none were given.