"We have to have our own hybrid, because of our boxer engines."
Here in Detroit, Subaru showed a concept that tells the world, once again, that they are planning to bring a hybrid vehicle on the market in the near future.
Taken into account the size of the company, that will be a vehicle for worldwide markets, we think.
We asked Masatsugu Nagato, Director of the Board and Corporate Executive vice president about Subaru’s strategy with respect to hybrids and electric vehicles. He said that some five years ago they thought about making an EV.
“But it got evident that the EV is too far, it’s not that close, due to the price of the batteries and the infrastructure,” Nagato said.
Upon our question if the company has decided yet if the upcoming hybrid will be a new model or a version of an existing model, Nagato said he did not want to reveal that secret yet. However, with the new Impreza being confirmed for 2012, we think there is a better than even chance that this model will be the first to also get a hybrid power train.
Nagato also said that Subaru benefits from the cooperation with Toyota, and has sent engineers to major Japanese makers to learn of their experiences with hybrids.
“But that does not mean we can use their hybrid systems. We have to have our own hybrid, because of our boxer engines,” Nagato said.
Overall, the cooperation with Toyota and Daihatsu is very satisfying. Subaru is not going to build their small vehicles anymore for the home market; they are going to get them from Toyota and Daihatsu. They will also get a 1.3-liter engine to put in the new Justy for Europe.
In looking back at the year, Tom Doll, Executive vice president of Subaru America said during the press conference that Subaru was the best performing in 2009 with 260,600 vehicles sold, up 14% in a market that went down -21%, and a gain in U.S. market share to a record 3.9% He also was proud the brand took the second place in a National Automobile Dealer Association satisfaction survey, up from the 24th place three years ago.
“It is also about communication and we are educating our dealers in that respect,” he said.
Doll hopes to increase Subaru’s market share this year again in North America. At the moment the company has a luxury problem with delivery times for the Tribeca and Outlook especially.