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Should Subaru have a premium brand?

A lot of people love Subarus, and that audience is only getting bigger. Subaru sold 647,956 vehicles in the U.S. in 2017, up from 615,132 units in 2016; 513,693 in 2012; and 187,699 in 2008. You get the idea. It's a relatively small brand, but a growing one. It's also one of the top brands in terms of customer loyalty, and in terms of conquest sales. From Q2 2015 to Q2 2016, Subaru gained 3.5 customers from other brands for every customer it lost. Recently, Riley, a listener to the Autoblog Podcast, wrote in and asked why Subaru doesn't have a luxury brand. Reading the email, neurons began firing immediately, and a whole bunch of new thoughts rushed in at once, mingling with old data in my brain. Indeed, why doesn't Subaru have its own luxury brand? My initial conclusion was that it just didn't make sense for the brand. It's too small of a company to warrant another brand. The higher-end offerings — namely top-trim Ascents — are probably the ceiling at the moment. If those can sell consistently, then maybe it would be time to toy with luxury-leaning models the way Hyundai did before spinning off Genesis (and perhaps adopt a wait-and-see attitude with regard to that potential competitor.) A luxury brand might dilute the value of Subaru's mainstream offerings, giving it the look of a budget brand, but luxury models within the brand could do the opposite. ... Unless ... What if Subaru's luxury brand was all electrified? Subaru is a company that is genuinely concerned with sustainability and environmental issues. Famously, its factories are zero-landfill facilities, and the company takes part in a multitude of environmental initiatives both on its own and with various partners. This mirrors the values of a large part of Subaru's customer base, who have earned a reputation as outdoor adventurers who love nature — and dogs. It's no surprise to see Subaru overrepresented on the roads of Denver, Portland, Ore., and Burlington, Vt. Subaru doesn't offer any plug-in models yet, but they're in the works. As of now, we can expect them to be based on current nameplates. What if Subaru gave its upcoming Crosstrek PHEV the luxury treatment and a new brand name ("Pleiades" would be the easy grab). Sure, Subaru retains customers really well already, but what happens when people outgrow Subaru? At least they have the option of the Ascent, but I'm interested to see how many Subaru owners move on to luxury brands (I'm in the process of finding those answers).

Pontiac Aztek enjoys rebirth thanks to Millennials

Apparently, Millennials – those between 18 and 34 – aren't afraid to look different on the road, and they like performance, too. A new study by Edmunds is discovering some surprising vehicle choices by this group. Among them, the long-derided Pontiac Aztek is getting a new day in the sun with 25.5 percent its buyers coming from this generation in the first half of 2015. For comparison, Millennials represent an average of 16.8 percent of used car purchases. The Aztek is slowly shaking its reputation as a styling abomination, which seems tied to its appearance on Breaking Bad. The show premiered in 2008, and the Pontiac has been on this list for four of the past five years, according to Edmunds. It even led the pack in 2010. A recent Retro Review from MotorWeek also showed that the crossover wasn't always so hated. While it's still a shock to see the Aztek on any popularity list, the awkward-looking crossover only ranks sixth among Millennials. The vehicle with the biggest portion of buyers from the generation is the Dodge Magnum with 27.6 percent. According to Edmunds, the bluntly styled wagon is especially popular in Detroit and Chicago. The Chrysler Pacifica comes in a close second at 27.3 percent. When it comes to used cars, value and utility appear to trump just about anything else for many Millennial buyers," Edmunds analyst Jeremy Acevedo said in the report. Young buyers aren't afraid of sporty rides, either. The Subaru WRX has 26.4 percent Millennial buyers to rank third place on the list, and the Volkswagen R32 takes fifth at 25.7 percent. Just a few points lower in seventh place is the Nissan GT-R at 25.4 percent, and the final performance machine in 10th place is the Lexus IS-F with 24.7 percent. Related Video:

2020 Subaru Legacy Review & Buying Guide | It's a sedan! And a good one

The 2020 Subaru Legacy is facing a very steep climb. Though redesigned and massively improved, it's still a sedan in an increasingly SUV world – and a sedan, no less, that has always struggled to attract shoppers away from the Honda Accord and Toyota Camry. Even within Subaru's own dealerships, it seems destined to gather dust while buyers gobble up the brand's four popular crossovers. But, who cares about popularity? The new Legacy is extremely good, benefiting from technological advancements and massive engineering upgrades for 2020 – including the welcome return of a turbocharged engine. It's better to drive, more comfortable, and easier to use, while maintaining its sterling safety reputation and standard all-wheel-drive system. Really, the Legacy has never been so appealing and competitive in the midsize sedan segment, even if its timing is a bit lousy. If you're among those happy to avoid the SUV trend, it is absolutely worth going against the grain. What's new for 2020? The Legacy is completely redesigned for 2020 – although it's a bit tough to tell by the styling. It adopts the same platform as other recently redesigned Subarus, most notably, the 2020 Outback that continues to be effectively a lifted Legacy wagon. Or, given their respective popularity, is the Legacy now a lowered Outback sedan? In any event, the two share virtually everything except their ride heights and trunk designs. That includes a substantially stiffer structure that contributes to improved handling, steering precision, ride comfort and safety; a mostly new base engine and the welcome return of a turbocharged four-cylinder as the engine upgrade; new accident avoidance tech; and an improved interior with nicer materials, a more attractive design and a massive 11.6-inch vertically oriented touchscreen in most trim levels. What's the interior and in-car technology like? Like the exterior, the Legacy's interior isn't as eye-pleasing as those of many rivals, but it's also better than before. It boasts better materials, including padded and stitched simulated leather on most surfaces up front that contributes to a far more upmarket look and feel. The top-of-the-line Touring XT trim level, pictured here, gets pretty swanky with its Tan Nappa Leather, and we like that Subaru didn't feel the need to spread fake wood trim about to make it seem more luxurious.