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While Subarus are often praised for their mechanical prowess, they have not typically been recognized for their innovative designs. Even the celebrated WRX and WRX STI models resemble blue Corollas with spoilers rather closely. Jeremy Clarkson once remarked that the BRZ/GT86 models were not particularly visually striking. Acknowledging this, Subaru intends to make a change. In an interview with WardsAuto, Matt Wherry, a product planning and design manager at Subaru, stated, “For the first time, the company is prioritizing design as a key competitive advantage. We have created excellent cars, but they haven’t always been the most aesthetically pleasing. Now, our vehicles will evoke greater emotional appeal than ever before.”
As vehicles increasingly share similar mechanical features, distinctive styling becomes essential for attracting buyers from rival manufacturers that offer comparable quality. However, Subaru does not seem concerned about losing customers. Wherry emphasizes that the brand’s renewed focus on aesthetics is “more about tackling a final frontier rather than fearing a drop in sales.” He acknowledges that Subaru’s infotainment systems have been falling behind and has announced the formation of a new “human-machine-interface” team aimed at enhancing the user experience within Subaru’s center consoles.
According to Subaru, some elements of this design initiative have started to appear in the recently revamped Impreza, which features more dramatic curves along the doors and a more sculpted front profile. While calling the new Impreza attractive may still be an overstatement, it marks a positive step forward.
Who knows? Perhaps one day The Drive will release articles about STIs without commenters drawing humorous comparisons to a shaved guinea pig. Yes, I can see you.
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