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Should Subaru stay niche or go mainstream? [w/poll]

Out of all the automakers doing business in the US, Subaru is the one that has carved out the most interesting niche for itself in the minds and lifestyles of buyers. Outdoorsy types, dog lovers and active families alike flock to Subaru's rugged nature and all-wheel-drive utility - and they're fiercely loyal, which is probably why Subaru has become a success story.
But Subaru is still a relatively small player in the US market, and with recent profits surging, parent company Fuji Heavy Industries is facing a dilemma: continue on with the successful niche market Subaru has carved out for itself, or attempt to go mainstream and give big players like Nissan and Toyota a run for their money. According to Carscoop, Japan Times and Bloomberg News are reporting that Fuji Heavy is beginning discussions this month to determine which direction Subaru will take.

Subaru moves to trademark the name ... Evoltis

Subaru's advancing to the electrified frontier, and it's reportedly picking a name for its plug-in hybrid. That name is said to be "Evoltis." While Evoltis sounds about as engaging as "Avensis" (Toyota) or "Magentis" (Kia), at least it's not as clunky as "Levorg" (an Aussie Subaru nameplate). Then again, when naming a child you should always try to picture how their name will be used in playground taunts, so we'll leave your to your imaginations on this one. A mention of the Evoltis name appears in the United States Patent and Trademark Office's listings, and the application has been filed as recently as March 26. We don't know yet whether the Evoltis name would stand for the entire vehicle or its hybrid tech — or if it will be actually used at all. Car & Driver reports that Subaru of America didn't comment on the matter when asked. But still, Subaru is said to come up with a PHEV by the end of the year, largely using Toyota's technology from the Prius Prime. We're probably not the only ones to hope for an all-wheel-drive setup, which would best suit Subaru's image and character. Last year, the carmaker said an electrified vehicle should be expected for 2018, but didn't specify whether it would be an EV or a hybrid. Subaru hasn't offered a hybrid in the U.S. since the Crosstrek Hybrid was discontinued in 2016, and it's produced precious few all-electric vehicles in its history. Related Video:

2019 Subaru Ascent pricing announced, starting at $32,970

Pricing for the 2019 Subaru Ascent three-row crossover SUV has been announced. Including destination, the base trim carries an MSRP of $32,970. That's with standard eight-passenger seating, and like every Ascent, a 260-horsepower turbocharged 2.4-liter boxer-4, a CVT and all-wheel drive. As a refresher, here are 15 fast facts about the 2019 Ascent. You can also see how it compares to the Honda Pilot and Toyota Highlander. Standard equipment on the base Ascent includes 18-inch alloy wheels, tri-zone climate control, EyeSight accident avoidance tech, four USB ports, and Subaru's 6.5-inch Starlink touchscreen that brings with it Android Auto and Apple CarPlay. The Ascent Premium starts at $35,170 and can be had with either 7- or 8-passenger seating (the latter includes second-row bench seating). It adds blind-spot and rear cross-traffic warning systems, privacy glass, heated mirrors, a windshield wiper de-icer, a power-adjustable driver seat, heated front seats, stain-resistant upholstery, a leather-wrapped steering wheel, rear climate controls, and an upgraded 8-inch version of StarLink. Towing capacity is also raised to 5,000 pounds. There are two optional packages available on the Premium that adds some of the upper trim levels' features. View 14 Photos The Ascent Limited starts at $39,970 with either 8- or 7-passenger seating. It adds 20-inch wheels, adaptive LED headlights, LED foglights, a power liftgate, leather seating, proximity entry and push-button start, second-row sunshades and two additional USB ports. An optional package including a panoramic sunroof, a cargo cover, integrated navigation and a Harman Kardon sound system can be added for $2,950. The top Ascent Touring costs $45,670. It includes the Limited's options plus chrome exterior trim, automatic wipers, unique Java Brown leather upholstery, a heated steering wheel, wood trim, ventilated front seats, even more USB ports (up to eight), a Cadillac-like rearview camera mirror and a 180-degree front view camera. The 2019 Subaru Ascent will arrive in dealers this summer. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.