In the automotive world, if each car brand is likened to a music genre, Subaru would represent the tranquil Japanese lullaby. A soothing bass note. Positioned and known as a symbol of durability and safety, Subaru has quietly crossed the borders of Asian markets to establish its position in the United States, where the automotive industry is one of the most developed in the world.
EyeSight, The 7th Sense
Separated from Fuji Heavy Industries – the heavy industry conglomerate that contributed to the miraculous rise of Japan in the last century, Subaru was not born to add to the number of Japanese car brands, but to realize the legacy of its founding chairman Kenji Kita: “Subaru must be the safest car, no matter how treacherous the roads.”
The name and logo of Subaru originate from the Japanese name for the Pleiades star cluster. This constellation is recorded in many ancient Japanese documents and literature such as Kojiki, Manyoshu, and Makura-no-soshi. Therefore, the name Subaru has been part of Japanese life since ancient times. According to legend, the Pleiades star cluster has 7 stars, but only 6 are visible to the naked eye; the 7th star can only be perceived with the “divine eye.” This is also the product philosophy behind Subaru’s EyeSight driver-assist technology, which has been applied to all its models since 2008.
Subaru’s Definition of Safety
From the lightweight Subaru 360 rolling on the roads of Japan in the 1960s, to the globally bestselling Subaru Forester, to the latest affordable sports car Subaru BRZ, Subaru has never lost the core value of its early days: safety.
In the heart of every Subaru since 1966, a soothing melody resonates from the Boxer engine – a unique engine configuration that also appears in Porsche. It’s not that Subaru copied Porsche, but both pursue the same ideal for a car: driving feel. At normal speeds, there’s nothing special to note. But when the car enters a high-speed corner, the Boxer engine comes into its own: maintaining balance and reducing vibration.
The power of the Boxer engine is transmitted to the wheels through Subaru’s Symmetrical All-Wheel Drive (S-AWD) system, one of the brand’s signature technologies that has been researched, applied, and refined on most of its models for over half a century, from the 1970s to the present day.
Inseparable from the Boxer engine, the S-AWD system ensures even distribution of driving force and balance on all four wheels, enhancing control and stability, especially on slippery roads. You know, just a second of wheel slip can delay your life plans for ten years. Or forever.
Masahiko Inoue, Subaru’s vehicle general manager, once said in an interview: “Consumers always demand powerful engines, like wives demanding from their husbands. But they don’t know that a powerful engine must be accompanied by a transmission, chassis, suspension… all the details need to be in sync to create absolute balance for the vehicle. You can’t ask your 40-year-old uncle to fire two shots in a row in an hour. Subaru will evolve to adapt, but not to lose its core value.”
According to a 2022 report from a US automotive publication, the Subaru Forester has more 10-year-old vehicles still on the road than Honda, Toyota, Mazda, and even Ford models. Mainly because people still like it, and it doesn’t break down.
The Gamble of Change
On the journey to provide a peaceful driving experience, Subaru has developed its exclusive EyeSight safety system, a pioneering technology in accident monitoring and prevention. EyeSight uses a stereo camera to detect the surrounding environment, identify and respond to collision risks. From lane departure warnings, automatic braking, to driving assistance in dense traffic, EyeSight helps make every minute on the road more relaxed and less stressful. In other words, no matter what terrain you’re driving on, the driver only needs to handle the minimum, as Subaru understands the maximum.
Leveraging its mechanical engineering expertise, Subaru uses Boron steel – an extremely hard and durable steel – from Fuji Heavy Industries to manufacture the body and frame. The thin A-B pillars of the Subaru Forester are reinforced entirely with Boron steel, reducing the amount of steel used while maintaining rigidity, thereby helping to minimize blind spots and provide a wider field of view. Imagine you’re entering a curve, normally you’d have to lift your body up to see the blind spot clearly, but with the Forester, a quick glance is enough. A very small detail that long-time Forester drivers appreciate.
Thịnh (Vietnam): The Forester is the second car Thịnh bought to commute to work and take his family of 4 on trips. If you call it cheap, the Forester is not exactly that. The Forester is precisely delicious, nutritious, and affordable. You have to drive a Subaru Forester yourself to truly understand.
In the eyes of many, Subaru’s design may seem “outdated” compared to its competitors. That’s true. Spend 35 seconds watching the Subaru BRZ introduction video. You’ll think again.
The sporty car designs with striking appearances are proof that Subaru is not lacking in the ability to create eye-catching styles and captivating sounds. The Boxer engine has made its mark, the continuously developed S-AWD system for over 50 years, along with the exclusive EyeSight safety technology, Subaru has more than enough competitive advantages when weighed against “good-looking” competitors.
The question is, if Subaru undergoes a transformation in the style of Kia or Hyundai with flashy designs, will that push the brand in the wrong direction? A major design change to grab the market’s attention could be a gamble that Subaru is not sure to win.
Subaru The Road Ahead
In the Vietnamese market, Subaru only brings in 4 models out of its 9-model lineup. The Subaru model most eagerly awaited is the CrossTrek, an off-road vehicle that is extremely suitable for urban driving. The rugged Wilderness versions of the Forester and Outback have yet to be seen here. Subaru, please ship them over quickly, so that those who carry a deep love for driving can fulfill their desires and satiate their sights. Across Vietnam, there are still many roads yet to be explored, villages yet to be visited…
In the automotive symphony, Subaru leads the driver into a world of tranquility, where driving feel and safety are prioritized above all else. In the journey ahead, Subaru may face crucial choices about design changes. But whatever is said, those who choose and drive a Subaru are usually family-oriented men. They won’t trade their precious peace of mind for a passing fad.
Not a chance!
