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Subaru files for S209 trademark in the U.S.

Last week, Subaru filed an application with the U.S. Patent and Trademark Organization to trademark "S209." The paperwork indicates Subaru would like to apply it to "automobiles, structural parts, and structural fittings therefor," and "floor mats for automobiles." An application doesn't mean anything, but the obvious deduction would be that Subaru is thinking about another special edition Impreza WRX STI for the U.S. market, one that brings a taste of JDM-only nomenclature our way. The S appellation is as serious to the Subaru Tecnica International division as STI is to Subaru overall. The STI boffins have rolled out these extra special modes since the S201 STI in 2000, the Japanese market reaping a new S harvest every couple of years. Our last distant visions of such were the S207 shown at the 2015 Tokyo Motor Show, and the S208 revealed last year. The 208 benefited from a bump in horsepower, from 323 hp to 329 hp and 319 pound-feet of torque, quick-ratio steering, a front strut tower brace, Bilstein dampers as part of a DampMatic II suspension, torque vectoring front and rear, 19-inch BBS wheels, Brembo brakes, a carbon roof, and an unmissable rear spoiler. None of the previous "S" models made it to the U.S. If this one does, we can only guess how Subaru will differentiate it from the hottest Impreza we've had, the recent Type RA (pictured). Our Type RA lost 68 pounds with the help of a carbon roof and spoiler, while a bag of engine mods and revised gearing helped make the most of unchanged 310 hp and 290 lb-ft from the 2.5-liter EJ25 engine. A power bump would likely be first on the wishlist for an S209, but it should be noted that the recent Japanese S cars have used the EJ207 2.0-liter boxer-four, not our 2.5-liter. As with the carmaker's home market, we'd expect an S209 to go into severely limited production. Subaru built 300 units of the S206, 400 of the S207, and 450 of the S208. Even if we do get a brawnier STI, Japan is likely to keep its power close with the WRX STI TC 380 teased last month, putting out 375 hp from a 2.0-liter turbocharged boxer-four. Still, the South-Africa-only WRX STI Diamond Edition rocked 349 hp and 342 lb-ft from its 2.5-liter, so there's a lot of headroom for a U.S. S209 to play with. If we get one, that is. Related Video:

Car owners getting more irritated with their repair experiences, study says

The J.D. Power U.S. Customer Service Index Study (CSI) is a barometer of a vehicle owner's happiness with the service experience. While it wasn't all bad in the 2023 study, the overall owner satisfaction score dropped. This year's tally of 846 out of 1,000 is two points down from 2022, the 43-year-old study's first decline in more than 28 years, and one point down from 2021. However, the overall score remains well up from the pre-pandemic scores of 821 in 2018 and 837 in 2020. The study claims the stumbling block is the horde of BEV launches. The flood into the new energy space has created a recall rate among EVs that's more than double the rate for ICE vehicles. Furthermore, dealership service department knowledge of EVs isn't on par with internal combustion engine expertise, leaving EV owners less satisfied with service advisors compared to ICE owners. Chris Sutton, VP of automotive retail at J.D. Power, said, "As training programs for service advisors and technicians evolve, EV service quality and customer experience must address both the vehicle and the unique customer needs. The EV segment has the potential to spur massive convenience improvements in how customers service their vehicles — but weÂ’re not seeing the benefits yet." Matters are slightly worse for all owners, though, with labor and parts shortages contributing to longer wait times for service appointments. The CSI study surveys owners and lessees of one- to three-year-old vehicles to gauge their happiness with service at franchised dealer or aftermarket service facilities for maintenance or repair work. The criteria in order of importance are service quality (32%); service advisor (19%); vehicle pick-up (19%); service facility (15%); and service initiation (15%). Lexus retains the top spot for luxury brands, giving it three wins in four years. The Japanese automaker won in 2020 as well, its run interrupted by Porsche in 2021. Cadillac, Infiniti and Acura complete the luxury top 5.  For mass-market cars, Mitsubishi wins again after a victory in 2021 and falling to fourth last year. It's followed by Mazda, Buick, Subaru and Mini.  Considering the different service needs and service experience of different body styles, the study has broken results out by segment for the first time. Lexus earned a second victory thanks to winning the premium SUV segment, and Mitsubishi earned a second victory by winning the mass-market SUV/minivan category.

Subaru Levorg: Forbidden fruit

For Subaristas, the Levorg needs no introduction. Fans of the marque have been begging Subaru of America (SOA) to bring it over here from the moment it was first introduced. First introduced in Japan a year or so ago, and now making its way across the globe, it is one delicious wagon that SOA refuses to let Americans taste. Why? Wagons don't sell in America, so they say (some Euro-brands might disagree with that). Plus they seem to think they have the wagon market pretty well covered with the Outback, Forester, and to a lesser degree, the Crosstrek. First a bit of history Unlike here in America, at least in recent years, a Legacy wagon continued to exist in other markets. At some point Subaru decided to also delete it from their global portfolio, and to replace it with the smaller, sportier and well-equipped Levorg. The thinking was that the Levorg would be more distinct from the Outback than a Legacy wagon, and would be less likely to step on the Outback's toes in terms of searching for customers; makes sense. Another point needs to be made: Subaru is selling at record levels. They just can't make them fast enough as they are constrained by lack of production capacity. That will improve soon as the next-gen Impreza will be built in their Indiana plant this fall once the Toyota Camry production moves out. So, at the moment, they don't need the Levorg to improve sales. Down the road that may be a different situation, but for now adding another model line would be tough and of little benefit. Why America needs the Levorg When Subaru introduced the current generation WRX they deleted the hatchback — which accounted for 50 percent of WRX sales. Needless to say WRX 5-door owners were outraged — and continue to be so. The Levorg wagon could be the perfect answer for these folks, as shares many parts with the WRX. In Japan it's available with a new 1.6L direct-injection turbo as well as the same 2.0L direct-injection turbo found in the WRX. Other markets, to date, only get the 1.6L engine. All Levorgs have CVTs, with the 2.0 versions getting the high-torque CVT found in the WRX CVT. The chassis setup, while a tad softer, is very close to that of the WRX. So it is definitely a car that's cut out for canyon-carving. It's also more upscale than the WRX, with an interior more akin to luxurious trim levels of the Legacy and Outback. In its defense Subaru has claimed that the budget did not allow for developing both the Levorg and a 5-door WRX.