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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).

Some 2019 Subaru Ascent owners will get brand-new cars due to recall [UPDATE]

UPDATE: After inspection, it turns out that the issue of missing welds on Subaru Ascent models built between July 13 and July 21, 2018, was much smaller than initially thought. A Subaru spokesperson informs us that "none of the customer vehicles included in the recall were affected." According to Subaru, 293 brand-new 2019 Ascent crossovers built between July 13 and July 21, 2018, are missing a series of spot welds on the B-pillar. These welds add strength to the shell of the car right where the rear doors attach, which makes them extremely important to the overall structure of the vehicle. The issue was caused by improper programming of the robots that add these welds as the vehicle rolls down the assembly line. What makes this recall particularly interesting is that 9 of these 293 affected Ascent models are already in the driveways of paying customers, and those owners are going to get brand-new replacement vehicles. The other 284 affected Ascents are either sitting on dealer lots or in transit. All 293 models without the proper B-pillar welds will be destroyed and replaced. If you're the owner of a 2019 Ascent that may be affected by this recall, you can contact your local dealer with your VIN number, or check online to find out if your vehicle is one of the 293 with missing welds. And since it's a very real safety issue, we'd recommend you check your VIN immediately, because the missing welds cannot be identified just by a visual inspection. Related Video:

2014 Subaru Forester priced from $21,995*

Subaru has officially announced that its all-new 2014 Forester will carry a base MSRP of $21,995 when it hits dealerships early this year, (*not including $895 in destination fees). This represents an increase of $700 over the outgoing 2013 model.
That new price will net buyers the base 2.5i model equipped with a six-speed manual transmission. Subaru will also sell the 2.5i engine in Premium, Limited and Touring trims, though the automaker has not released specific price points for those models. These models are powered by a 2.5-liter four-cylinder engine that produces 170 horsepower and 174 pound-feet of torque. Subaru says that with its standard all-wheel drive, the Forester 2.5i will be good for fuel economy numbers of 24/32 miles per gallon (city/highway) when equipped with the company's continuously variable transmission. Manual models see those numbers drop to 22/29 mpg.
The more powerful Forester 2.0XT will only be offered in Premium and Touring trims, starting at $27,995 (not including destination). These models are powered by a turbocharged 2.0-liter inline four, sending 250 hp and 258 lb-ft to all four wheels. Fuel economy doesn't suffer terribly with this more powerful engine, as only the CVT is offered. Subaru quotes figures of 23/28 mpg here.