Subaru is a medium sized Japanese manufacturer that nonetheless looms large in the Canadian market, thanks to the all-weather capability of its all-wheel-drive. The company is known for its boxer engines, a heritage in rally racing, and for a focus on outdoorsy lifestyles.
That well-known Subaru all-wheel-drive happened almost by accident. As the winter of 1970 approached, a Subaru dealership in Miyagi, Japan, received an unusual request. The local power company, Tohoku Electric, was wondering if it would be possible to convert one of the …
Subaru is a medium sized Japanese manufacturer that nonetheless looms large in the Canadian market, thanks to the all-weather capability of its all-wheel-drive. The company is known for its boxer engines, a heritage in rally racing, and for a focus on outdoorsy lifestyles.
That well-known Subaru all-wheel-drive happened almost by accident. As the winter of 1970 approached, a Subaru dealership in Miyagi, Japan, received an unusual request. The local power company, Tohoku Electric, was wondering if it would be possible to convert one of the front-wheel-drive sedans to all-wheel-drive. The company needed to service power lines throughout the snowy winter, but a conventional truck was too uncomfortable over long distances. A couple of Datsun parts later, the first all-wheel-drive Subaru wagon was born.
Subaru is more than a hundred years old, but its modern identity really began here, with a handful of all-wheel-drive prototypes built for a power company. All-wheel-drive made Subaru stand out from the crowd, and the company built an entire brand around the likes of the Outback and Forester. With a Subaru, consumers got most of the offroad capability they would actually ever use, in a package that rode and handled like a conventional car on the tarmac.
This outdoorsy image was carefully cultivated by Subaru right through to modern times. At the same time, Subaru invested money in rally-racing, which helped further show off how rugged and capable its cars were, and how effective its all-wheel-drive systems were at speed.
The result was a dual fanbase, split down the middle between kayakers and would-be rally champions. For the former, the boxy Forester became a favourite family tent-hauler. For the latter, it was all about the big wing and hoodscoop of the turbocharged WRX. Both sides still go crazy with slapping stickers on their rides.
Relatively small compared to larger Japanese automakers on a global scale, Subaru is nonetheless a strong player in the Canadian market. The company has just two factories, one in Gunma, Japan, the other in Indiana. The Indiana plant builds the related Legacy sedan and Outback wagon, as well as the three-row Ascent and, more recently, the Impreza sedan and hatchback.
Along with the Outback, the Crosstrek and Forester crossovers are the most popular Subaru models. Along with marketing its all-wheel-drive as a traction advantage in poor conditions, Subaru has also long had a focus on safety. The brand's camera-based Eyesight system of driver assists can be optioned on any model not equipped with a manual transmission. In many ways, Subaru has captured a large cohort of buyers that used to purchase Volvos.
Shoppers still reminiscent about the golden age of World Rally Subarus have two models to choose from. The WRX remains the capable all-rounder it always has been, providing sedan practicality with turbocharged thrills. The BRZ, Subaru's only two-wheel-drive offering, is one of the last few lightweight sportscars still on the market. The STI, Subaru's more potent version of the WRX, is currently on hiatus.
Lastly, while Subaru does not currently sell any hybrid models in Canada, it does offer a full battery-electric vehicle. The Solterra is built in partnership with Toyota, which owns 20 per cent of Subaru, and in Canada at least, is only available with standard all-wheel-drive. Fitting, for a company that accidentally found their identity building all-wheel-drive wagons for servicing power lines.
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