Stéphane Dumas
17/11/2007, 07h44
un article trouvé à http://www.goauto.com.au/mellor/mellor.nsf/story2/F037D8A4E519D278CA257392007F4058 où les divers programmes d'efficacité energétiques metteraient en danger les 2 "piliers" de Subaru: le moteur "boxer" et le système AWD
The green movement places Subaru Australia’s core brand message under threat
By JAMES STANFORD and TERRY MARTIN 16 November 2007
SUBARU Australia’s two central brand pillars – the boxer engine and all-wheel drive – are under threat.
The aspiring prestige marque has promoted the core technologies as fundamental elements for all models sold in Australia, refusing to take smaller inline engines and front-drive models available overseas.
This policy has seen the image of Subaru rescued from a rudimentary budget outfit in the 1980s to a unique Japanese premium brand. Australian Subaru dealership signs even incorporate ‘all-wheel drive’ under the logo to make the point.
Now, Subaru Australia managing director Nick Senior has revealed to GoAuto that ever-tightening emission standards and a desire to cut fuel consumption could force it to reconsider its position on AWD and boxer engines.
“Those core technologies are a key part of the brand,” Mr Senior told GoAuto. “That is not likely to change in the foreseeable future.
“Where there will need to be discussion and debate internally is if we develop environmentally friendly technology like an electric car or hybrid car or whatever, that may not be true to our core technology.
“We would have to sit down one day and discuss whether that fits into that strategy. If not, do we look at changing that?”
Mr Senior was quick to emphasise that Subaru Australia was committed to AWD and boxer engines for now.
“As we sit here today, there is nothing in our product portfolio or pipeline that is not all-wheel drive or has a non-boxer engine – (but) that may not be the case forever and a day,” he said.
A switch to non-boxer and 2WD would represent a seismic shift in the importer’s position.
Subaru Australia chairman Trevor Amery told GoAuto back in 2002, when he was managing director, that the company was fully committed to the AWD/boxer engine combination.
The green movement places Subaru Australia’s core brand message under threat
By JAMES STANFORD and TERRY MARTIN 16 November 2007
SUBARU Australia’s two central brand pillars – the boxer engine and all-wheel drive – are under threat.
The aspiring prestige marque has promoted the core technologies as fundamental elements for all models sold in Australia, refusing to take smaller inline engines and front-drive models available overseas.
This policy has seen the image of Subaru rescued from a rudimentary budget outfit in the 1980s to a unique Japanese premium brand. Australian Subaru dealership signs even incorporate ‘all-wheel drive’ under the logo to make the point.
Now, Subaru Australia managing director Nick Senior has revealed to GoAuto that ever-tightening emission standards and a desire to cut fuel consumption could force it to reconsider its position on AWD and boxer engines.
“Those core technologies are a key part of the brand,” Mr Senior told GoAuto. “That is not likely to change in the foreseeable future.
“Where there will need to be discussion and debate internally is if we develop environmentally friendly technology like an electric car or hybrid car or whatever, that may not be true to our core technology.
“We would have to sit down one day and discuss whether that fits into that strategy. If not, do we look at changing that?”
Mr Senior was quick to emphasise that Subaru Australia was committed to AWD and boxer engines for now.
“As we sit here today, there is nothing in our product portfolio or pipeline that is not all-wheel drive or has a non-boxer engine – (but) that may not be the case forever and a day,” he said.
A switch to non-boxer and 2WD would represent a seismic shift in the importer’s position.
Subaru Australia chairman Trevor Amery told GoAuto back in 2002, when he was managing director, that the company was fully committed to the AWD/boxer engine combination.