Staff Writer - CheersandGears.com
August 12, 2013
Coming off a very successful year which saw its stock rise fivefold, Subaru is at a crossroad. Do they stay as a niche player or go mainstream? That's a question that executives at Subaru and Fuji Heavy will decide as a new report from Bloomberg says discussions will begin next month.
"We're standing at a major turning point for Subaru. It shouldn't just be about volumes. We should be making cars only Subaru can make that are a little more expensive and more profitable than the competition," said Fuji Heavy President Yasuyuki Yoshinaga.
"Some people in the company may want to make mass-market products or cheaper cars, but is this really the right direction for Subaru? We're not a carmaker that can grow as big as Toyota. And even if we could, reaching that sort of scale would mean we'd stop being Subaru."
The discussions will focus on whether Subaru should stick to its core group of products, expand its current lineup, or develop cheaper vehicles for emerging markets.