What is Subaru’s Luxury Brand? The Ascent to Premium Driving

Subaru does not have a dedicated luxury brand in the same vein as Toyota with Lexus, Honda with Acura, or Nissan with Infiniti. Instead, Subaru focuses on offering premium trims and enhanced features within its existing model lineup, catering to customers seeking a more refined and sophisticated driving experience without creating a separate marque.

Understanding Subaru’s Premium Philosophy

Subaru’s approach to luxury is more nuanced than simply spinning off a new brand. They concentrate on incrementally elevating the existing models, focusing on areas like:

• Enhanced Interior Materials: Think supple leather upholstery, meticulously crafted trim, and soft-touch surfaces replacing more utilitarian materials.
• Advanced Technology Integration: Expect cutting-edge infotainment systems, sophisticated driver-assistance technologies, and premium audio systems.
• Refined Performance and Handling: This translates to smoother ride quality, quieter cabins, and improved engine performance, often through turbocharged options.
• Increased Comfort and Convenience: Heated and ventilated seats, power-adjustable everything, and hands-free power liftgates are common additions.

Instead of a separate luxury brand, Subaru aims to make certain trims, like the Limited or Touring trims, within models like the Subaru Ascent, Outback, and Forester, attractive to consumers who prioritize premium features. This approach allows them to leverage the core Subaru brand identity – known for its reliability, safety, and all-wheel drive – while appealing to a broader audience.

The Subaru Ascent: A Prime Example

The Subaru Ascent, particularly in its Touring trim, exemplifies this premium strategy. This three-row SUV showcases Subaru’s dedication to upscale features, including:

• Java Brown Leather Interior: A luxurious and distinctive color choice.
• Heated and Ventilated Front Seats: Offering optimal comfort in varying weather conditions.
• Harmon Kardon Premium Audio System: Delivering an immersive and high-fidelity listening experience.
• Surround View Monitor: Providing a 360-degree view for enhanced maneuverability.
• High-end safety features: Including Subaru’s EyeSight Driver Assist technology with advanced adaptive cruise control.

While the Ascent doesn’t carry a luxury badge, its top-tier trim directly competes with many entry-level luxury SUVs in terms of features, comfort, and overall driving experience.

The Appeal of Subaru’s Approach

There are several reasons why Subaru has chosen this path rather than launching a dedicated luxury brand:

• Brand Identity: Subaru has cultivated a strong brand identity rooted in reliability, safety, and adventure. Creating a separate luxury brand might dilute this core message.
• Cost Efficiency: Developing and marketing a completely new brand requires significant investment. Enhancing existing models is a more cost-effective strategy.
• Loyal Customer Base: Subaru enjoys a highly loyal customer base. Offering premium options within the existing lineup allows these customers to upgrade without switching brands.
• All-Wheel Drive Focus: Subaru’s Symmetrical All-Wheel Drive is a key selling point. Incorporating this into all models, including premium trims, reinforces the brand’s core value proposition.

Frequently Asked Questions (FAQs) About Subaru and Luxury

1. Does Subaru plan to launch a luxury brand in the future?

There are no concrete, publicly announced plans for Subaru to launch a dedicated luxury brand. Their current strategy of offering premium trims within their existing models appears to be their preferred approach for the foreseeable future. This may change, but there’s no clear indication of any imminent launch.

2. Which Subaru model offers the most luxurious features?

Currently, the Subaru Ascent Touring is often considered the most luxurious Subaru model, offering a wide range of premium features, high-quality materials, and advanced technology. The Outback Touring XT is also a strong contender.

3. How do Subaru’s premium trims compare to entry-level luxury brands?

Subaru’s premium trims often offer comparable features and build quality to entry-level luxury brands like Acura, Lexus, and Infiniti. However, luxury brands may offer additional perks like dedicated service centers and more exclusive ownership experiences.

4. What is Subaru’s EyeSight Driver Assist Technology?

EyeSight is Subaru’s suite of advanced driver-assistance technologies, including adaptive cruise control, automatic emergency braking, lane departure warning, and lane keeping assist. It is standard on many Subaru models and is a crucial component of their premium offerings.

5. What are the typical features found in Subaru’s premium trims?

Typical features in Subaru’s premium trims include leather upholstery, heated and ventilated seats, premium audio systems (Harmon Kardon being a common example), power-adjustable seats, advanced infotainment systems with larger touchscreens, and upgraded safety features.

6. Does Subaru offer a hybrid or electric luxury vehicle?

Subaru currently offers hybrid versions of some models, like the Crosstrek. While they don’t market them specifically as “luxury,” these models often incorporate premium features and offer a more refined driving experience than their gasoline-only counterparts. They also have the Solterra, an all-electric SUV which offers premium trims.

7. How does Subaru’s all-wheel-drive system contribute to a premium driving experience?

Subaru’s Symmetrical All-Wheel Drive provides enhanced stability, traction, and control in various weather conditions. This contributes to a more confident and secure driving experience, which is often associated with luxury vehicles. It differentiates Subaru from competitors that often offer AWD as an optional upgrade.

8. Is it more cost-effective to buy a premium Subaru trim or an entry-level luxury car?

This depends on specific models, options, and incentives. However, in many cases, a premium Subaru trim can offer similar features and performance to an entry-level luxury car at a potentially lower price point. Research is key to ensure the best choice for individual needs and budgets.

9. What are some alternatives to Subaru if I’m looking for a dedicated luxury brand?

If you’re specifically seeking a dedicated luxury brand, consider options like Acura, Lexus, Infiniti, BMW, Audi, and Mercedes-Benz. These brands offer a wider range of luxury vehicles and a more exclusive ownership experience.

10. How important is reliability in Subaru’s premium trim strategy?

Reliability is paramount to Subaru’s brand identity and plays a significant role in their premium trim strategy. Subaru aims to offer luxurious features without sacrificing the brand’s reputation for durability and dependability.

11. Does Subaru offer a unique ownership experience like some luxury brands?

While Subaru doesn’t typically offer the same level of personalized service and exclusive events as some dedicated luxury brands, they do focus on building strong relationships with their customers and providing excellent service through their dealer network.

12. What kind of warranty does Subaru offer on its vehicles, including premium trims?

Subaru offers a standard 3-year/36,000-mile basic warranty and a 5-year/60,000-mile powertrain warranty. Extended warranty options are also available. The warranty applies equally to all trims within a model line.