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Subaru Corporation announced a new partnership with WiL Ventures III, LP in Silicon Valley, California. The Japanese automaker says they are centered on differentiation and that its goal is to be a car brand like no other. Subaru has always been a company that does not follow the crowd.
They were the automaker to launch the first-ever sport-utility vehicle called the rugged Leone 4WD Wagon on September 1, 1972. Now SUVs are the fastest-growing segment in America.
While most automakers are running as fast as they can to copy Tesla and have an all-electric lineup by 2023-2035, Subaru says they will build a new all-electric plant in Japan, but their new EV models will be set apart from the crowded automotive landscape.
Subaru Corporation’s investment in WiL Ventures will be focused on promoting innovation, and they won’t rush to bring new electric models and risk being unoriginal. Like the Subaru Outback and Forester Wilderness trim levels, Subaru says they’ll bring adventurous and fresh new models to its customers in the US, its largest market.
Subaru core values
Subaru’s core values are tough all-wheel-drive vehicles, fun-to-drive, safety, having a “go-anywhere” attitude, multi-purpose, and fuel-efficient. Now they will build eco-performance models along with its other essential characteristics.
You have noticed how in the world of cars, they all seem to look alike. Subaru doesn’t have the best-looking cars in the world, but they do have vehicles with character and a bit of an attitude going.
Most people want different, especially Millennials, as their cars are an extension of their personality. The Subaru Forester, Outback, Crosstrek, and the WRX performance car are the exact opposite of sameness.
What is Subaru’s formula for success? Subaru continues to build all-wheel-drive vehicles that communicate “interesting and cool” without saying it. Look for Subaru’s new all-electric models by 2030 to be different from all other car brands. They will be tough all-wheel-drive vehicles, fun-to-drive, safe, have a “go-anywhere” attitude, multi-purpose, and offer eco-performance. They won’t rely on Toyota to help them build their next new compact EV SUV.
Subaru says it will “further enhance its efforts to create new value in this age of innovation with an even greater focus on delivering the “Subaru difference” for its customers.”
The 2022 Subaru Outback Wilderness and Forester Wilderness are examples of giving its customer what they want and being different. Like the automaker, its cars and SUVs will take you off the beaten path.
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Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.
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Photo credit: Subaru USA
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