When two near-identical models enter the market at the same time, it’s inevitable that one model outsells the other. Such a scenario has Subaru ’s Japanese bosses concerned that the company’s first ever rear-wheel drive sports car being developed in conjunction with Toyota .
“We may lose our longstanding territory, or we may lose the great niche brand image. The potential risk is there. We have to be very smart on marketing strategy,” said Mat Nagato, the chief of overseas sales at Subaru parent Fuji Heavy Industries, as per Autocar.
Subjective factors such as styling are bound to influence buyers, and Subaru hasn’t had a great track record in this respect. The automaker redesigned its controversial last-generation WRX once every two years, and the newest Impreza is likewise a love-it-or-hate-it affair. Toyota , on the other hand, is traditionally more generic with its styling, although the last-generation Celica, which the new sports car is likely to be called, was aggressive and unique in its appearance.
The yet-unnamed coupe is due to debut in 2011 with Subaru’s flat-four engine driving the rear wheels. Styling will be unique to each model, which will also share a platform, though it’s not yet known how pricing or equipment levels will differ.
