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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.

Takata recall of 10 million replacement airbag inflators could get even larger

Takata is recalling 10 million replacement air bag inflators in the United States, the largest ever auto safety recall in history, as U.S. regulators consider whether to expand its scope to include modules that have not yet been the subject of a recall campaign.  Nearly every OEM that sells cars in the U.S. falls under the umbrella of this replacement part recall, including the Detroit Three, Honda, Toyota, Nissan, BMW, Daimler, Subaru and Volkswagen (including Audi).  The 10 million inflator recall made public in early January covers inflators that were a temporary fix. The figure includes some replacement modules that never made it into customer vehicles. Several automakers, including Subaru, have already initiated campaigns to replace the previously recalled inflators with updated parts. Separately, the National Highway Traffic Safety Administration (NHTSA) is assessing whether to compel the recall of tens of millions of additional Takata air bag inflators that have a drying agent. It is also reviewing petitions from General Motors Co to avoid recalling more than 6 million vehicles with Takata inflators. GM has said it could cost $1.2 billion if it had to recall the vehicles. Prior to Wednesday, 41.6 million U.S. vehicles equipped with 56 million defective Takata air bags have been recalled because the inflators can explode when deployed. At least 25 deaths worldwide and more than 290 injuries have been linked to faulty Takata inflators. The Takata recalls cover about 100 million inflators among 19 major automakers worldwide. NHTSA says the cause of the inflator explosions that can emit deadly fragments is propellant breaking down after long-term exposure to high temperature fluctuations and humidity. The vehicle inflators recalled to date do not have a drying agent. Under a 2015 consent order, Takata had to provide data to U.S. regulators by Dec. 31 about whether tens of millions of additional so-called desiccated inflators need to be recalled. Acting NHTSA Administrator James Owens told Reuters the agency was reviewing data on the desiccated inflators and talking to automakers. "We are going to lean in on safety and if we detect a safety problem we will immediately take action," Owens said, adding that the agency could make a decision early in 2020.

Subaru confirms new Outback to debut in New York

Performance enthusiasts may think of the WRX and BRZ when the name Subaru comes to mind, but for many others, the brand is best associated with the Outback. The soft-road version of the Legacy (and the Impreza-based Outback Sport that preceded the XV Crosstrek) is a vital product for the Japanese automaker, which has now confirmed it's bringing the latest version to the New York Auto Show in just a couple of weeks from now. There's little to go on from the teaser image above (which you can click to enlarge) and the press release below, which says only that "The all-new Outback is Subaru's flagship crossover model which blends Car-like handling and SUV capability." And that much we knew already. It's safe to assume that, like previous versions of the Outback, the new model (which we recently spied undergoing testing) will be based closely on the latest Legacy, albeit upgraded with a higher ride height, lower body cladding and other off-roading enhancements. Watch this space for more. All-New Subaru "Outback" to Make World Debut at 2014 New York International Auto Show Tokyo, April 3, 2014 – Fuji Heavy Industries Ltd. (FHI), the maker of Subaru automobiles, today announced that the all-new "Outback" (US specifications model) will make its world debut at the 2014 New York International Auto Show (Press day: April 16 and 17; Open to the public from April 18 through 27, 2014). The Outback will be unveiled at the press briefing scheduled for 10:55 AM EST on April 17 at Subaru booth following a speech to be made by FHI President & CEO, Yasuyuki Yoshinaga. The all-new Outback is Subaru's flagship crossover model which blends Car-like handling and SUV capability. The special site opens today at 22:00 (Japan time) on the Subaru Global Site. http://www.subaru-global.com/2014ny.html The site will feature information updates relating to the New York International Auto Show including Subaru's press conference.