Subaru has recently announced the all-new 2010 Legacy sedan. For the past several months, dealers have been offering incredibly good leases on new 2009 models, obviously to blow them out in lieu of the upcoming 2010.
I was one to benefit from Subaru’s seemingly generous lease offer during December 2008. At the time, I was driving a 1998 Outback wagon with about 100K on it. The car was having more problems than were worth fixing. To sell it outright, my conscience would require me to reveal all the (known) ailments this car had—a potential turn off to any buyer. I didn’t feel bad trading it to the dealership though, since they had to appraise it anyway. This car was purchased on eBay, and in the time I owned it, I put only 3000 miles on it. Buyer beware before ever purchasing a car on eBay—but that could be a whole different blog; perhaps one day I’ll write it.
Anyway, I love my dark gray 2009 Legacy sedan. Subaru’s come a long way since 1998. But what I really wanted to talk about were things regarding the new 2010:
First, the marketing behind the 2009 blowout. At the time when I leased my new car, Subaru had a marketing effort called “Share the Love” going on. For every new purchased or leased Subbie, the company would donate $250 to a charitable cause. There were multiple benefactors to choose from, hopefully to satisfy most people’s interests. I chose Meals on Wheels, and received a kind thank-you note from the organization. I thought “Share the Love” was a great PR and cause-related marketing effort on Subaru’s behalf. It was a great way to spread some goodwill around while actively involving the consumer. No wonder Subaru was one of few automakers to have a profitable 2008, with sales up 0.3% over 2007.
Second, I wanted to talk about the new car. I’d post photos, but as of right now, they’re not mine. Check out Subaru’s official site—this keeps me from violating copyrights. Anyway, the new car is said to be longer, taller, and wider than the current model. I like my narrow Subaru though, it’s easy to maneuver in tight parking spots. A little extra height is always welcome when though you’re 6-foot, 3-inches. The base engine looks to me like it remains largely unchanged, virtually the same 2.5-liter, 170-HP, boxer four cylinder. The new tranny is what intrigues me. It’s Subaru’s first real foray into the continuously variable transmission world, a realm seemingly dominated by Nissan. I don’t really understand the technology behind a CVT, only that auto enthusiast magazines love the ones Nissan builds. I can’t wait until Motor Trend or Car and Driver has a full test drive and review of the new Legacy.
As far as aesthetics are concerned, the new 2010 is taking on the more European look that has become popular in virtually all autos. I think it’s all in the door handles. The flush-with-body door handles on my 2009 look much more Japanese than the type that protrude from the body and are pulled to open. I like a Japanese car that looks Japanese, personally. Subaru designers, however, are following trend.
Another Subaru distinction lost: frameless glass in the windows. This is a sorely overdue improvement. Those frameless windows, while easier to clean, loosen up in no time at all with the repeated slamming of the doors. I read that full-framed glass improves structural rigidity, too.
I look forward to seeing a 2010 Legacy up close in the near future. Subaru is a great niche automobile with some creative marketing behind its brand. I wonder what kind of advertising/PR is going to surround the dealer launch of the 2010 Legacy. And who knows…maybe in slightly less than two years from now when my lease ends I’ll lease a new Legacy.
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