I read with great interest your July 12 story about Subaru seeking to produce luxury models ("Subaru seeks luxury, but it could take time"). I object to your direction and somewhat negative conclusion.
As a former Subaru dealer for more than 21 years, I experienced Fuji Heavy Industries' amazing foresight and commitment to engineering of the Subaru product line.
From its inception in the U.S. market, its niche in both front- and all-wheel-drive vehicles has earned a loyal customer base.
Unfortunately, as customers' needs changed and required a larger or more luxurious vehicle, we could not fulfill that requirement at that time.
That void is about to come to an end.
In a global marketplace that has fewer than a dozen major manufacturers, the strategy of Fuji Heavy Industries is positive to ensure Subaru's growth.
As to your reference to the slogan that was used nearly two decades ago, "Inexpensive and Built to Stay That Way" was replaced 10 years ago with "The Beauty of All-Wheel Drive" and recently with "Driven by What's Inside."
The new collaboration between Fuji and General Motors' Saab division will integrate the development of new crossover products with benefits for both Subaru and Saab in the luxury segment.
In addition, you say, "Subaru of America Inc. executives are working hard to compete with European luxury brands rather than emulate Toyota, Honda and Nissan."
I agree with that direction because Subaru has always produced unique vehicles that appeal to a niche customer rather than the mass market.
So it appears that Subaru is correctly embarking on a prestigious path.