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.



04/23, 10:21 AM
posted by:
Z06ified
A Toyota that sounds like a Subaru? This thing is gonna be weird. Neither Toyota nor Subaru are known for their styling talents. If this car looks even half way decent, it will be nothing short of a miracle.
04/23, 10:24 AM
posted by:
HemiRoadRunner
They all look like a bunch of nerdy @$$ retard cars anyway.
04/23, 10:44 AM
posted by:
tripleonefive
Well Subaru worked with GM and had the Saab 9-2x out and GM sucks Subaru should be glad to work with Toyota
Its a reasonable concern but if the cars are styled differently then they will appeal to different crowds
04/23, 10:45 AM
posted by:
Need4SSpeed
I’m still looking forward to a RWD sports car from Toyota, seeing that they don’t have **** in their lineup since they killed off the MR2, and even the last gen MR2 had lost it’s pizazz compared back to the MR2 Turbo and MKIV Supra from the 90’s. I’ve got high hopes for this thing.
I can see Subaru being worried about it especially if they come out with a shared car and the Subaru (which will most likely happen) will look butt ugly and everyone will be buying Toyota’s sister car, basically screwing over Subaru.
04/23, 10:59 AM
posted by:
Stinky007
I wish they would be as concerned as this about Impreza’s future, as the latest press release stated that the next generation will ditch the 4 cylinder boxer and 4wd in favour of a straight4 and FWD for “mass appeal”…
A Subaru without 4wd and boxer engines is just a mid90s KIA!
On the matter of this shared project with Toyota, I would advise Toyota to use their own engine in the car, so that both Subaru and Toyota version could keep their individuality!
04/23, 11:00 AM
posted by:
johnnycanuck
Subaru is going to be the big loser here, especially if the Toyota half of these siamese twins is going to be named Celica. Toyota humpers have been waiting in the wings for something, really anything sporty for so long they’ll flock to the showrooms like teenagers to pimple cream. The Subaru will end up being well, like most Subarus which is nothing more than a quirky niche vehicle for those whose own identity crisis reflects their choice in vehicles.
04/23, 11:09 AM
posted by:
jumpoffit
well what would you rather buy, a Vibe or a Matrix? the subaru faithful will still buy the subaru, the same with toyota- yeah the styling might attract potential buyers, but it’s all in the air
04/23, 11:09 AM
posted by:
mayer_ray_nagin
….. “although the last-generation Celica, which the new
….. sports car is likely to be called, was aggressive
…..and unique in its appearance”
.
No. It was just plain ass ugly.
04/23, 12:14 PM
posted by:
1deano1
this would be quite weird to have a subaru sounding toyota
04/23, 12:35 PM
posted by:
howsmydriving
Yes, both companies are style-istically challenged. One model will be ugly, the other simply less ugly.
04/23, 1:03 PM
posted by:
driven
Maybe it will be a design that is ahead of its time. Toyota was able to make a great design in the Supra when it came out. I wouldn’t count them out until I see something beyond rudimentary sketches. A sports car on a Toyota budget could be a good seller in the mass market.
04/23, 1:39 PM
posted by:
sharpie
Nono! Screw the first ever RWD sport car! Subaru, stick with AWD! Let Toyota take on the RWD car. That’s your answer.
04/23, 2:21 PM
posted by:
zigzagz94
Toyota should just buy the Prodrive P2 concept, which was based off a shortened Subaru platform with a 300hp STi engine, slap a Celica All-Trac badge on it and call it good. Drop all the expensive anti-turbo lag technology and it could come in around 25k. The Subaru version could be called the XT or SVX and we would finally have a decent looking coupe from them. Its a shame all that STi goodness has to be wrapped up in such a fugly exterior. Suby do you even remember the 22B… now that was a good car, this new STi is just a hopped up KIA wagon.
04/23, 6:22 PM
posted by:
DeansterTJ
Shouldn’t they have thought of this prior to inking the agreement to build both cars? Idiots.
04/23, 7:41 PM
posted by:
GS400
What the hell is Subaru complaining about? They will sell more. Look at Pontiac Vibe. People buy them because they roll out of the same factory as Toyota Matrix. Except you can get it with better fianancing. Heck, I would actually buy a German car, if I knew their cars were as reliable as Toyota. Having Toyota reliable backing your image up is always a good thing. Subaru needs to STFU and take it. If they were doing so well, they wouldn’t need GM/Toyota to invest into their finances.
04/23, 10:02 PM
posted by:
Kaizen
Toyota can design very nice looking cars if they decide to do it. But they always get dumbed down from concept to production.
04/23, 10:42 PM
posted by:
deutschetouring1337
Keep in mind the Subaru boxer engine is a Porsche design.
04/24, 12:31 AM
posted by:
AMGoff
Porsche didn’t invent the “boxer” (flat) engine… Karl Benz did way back in the 1890s and Porsche actually got the design from the VW Beetle… so it’s more fair to say that the Subaru flat engines are similar to that used by Porsche… not that it’s a “Porsche design.”
Regardless of that… why would Subaru want to joint-produce a car with Toyota? Look what happened to GM with the Vibe… if it happens, Subaru will also be able to thank Toyota for a bunch of recalls.
Either way… I guess Subaru “sucks” now too, because one of their cars was rebadged as a Saab! The BS is getting thicker and thicker around here…
04/24, 1:38 AM
posted by:
deutschetouring1337
As I said the Subaru boxer “engine” is a Porsche design. I fail to read where its implied Porsche invented the flat engine.
04/24, 8:12 AM
posted by:
meekin111
of course one will outsell the other, no ****
04/24, 11:56 AM
posted by:
AMGoff
Then technically speaking… it’s a Benz and/or VW design… not Porsche.