Automotive News - July 12, 2010 - 21

JULY 12, 2010 • 21

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SUBARU
Enough ‘quirky’; time for some style
continued from Page 4

Osamu Namba
Title: General manager of design department Age: 54 Education: University of Tsukuba, product design; graduated in 1979 Family: Married, one adult son Favorite designs: Renault 5 (Le Car), first-generation Fiat Uno Noted works: Suzuki Wagon R minicar, Subaru Hybrid Tourer Concept In his garage: Subaru Exiga, Alfa Romeo 156 Sportswagon (wife’s car) Advice to young designers: Design for the client, not yourself Hobby: Cooking Favorite foods: Ham, salami, prosciutto, tomato pasta Source of inspiration: Attending concerts featuring the music of his son, who is a composer Vacation destination: Stays home on holidays because Tokyo is empty Hardest challenge: Managing his own company, HUB Design Engineering, from 1994 to 2008 driven look again might be off the mark, he says. “Subaru users want a unique, almost cult, design, not a clean design like the Hybrid Tourer Concept,” Ito says. The goal should be a timeless look that better embodies functionality, he said. Subaru bets existing fans will stay true. “It won’t alienate the core because they appreciate that it’s an evolution, not a revolution,” Boch says. “The hard-core fans will keep buying it even if it’s ugly. It’s an added plus if it looks good.” And that encapsulates Namba’s challenge: Sticking to Subaru’s roots while casting a wider net that keeps fueling the momentum of one of North America’s hottest-selling brands. “I don’t want it to be just something serious and boring,” Namba says. “A lot of people don’t know that Subaru brand. If we can make styling more accessible, it will bring them in.” c

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the Legacy sedan and Outback wagon. Namba says he will build on that, with a couple of tweaks. He wants to keep Subaru’s utilitarian spirit and functional packaging but add a more modernistic flair. Namba says he will be striving for: A stronger overall presence for the cars. More pronounced, sculpted front fascia. Broader, more defined bumpers. A stronger side accent line, positioned lower on the body.

‘Simple, clean lines’
Namba says he will approach the packaging of the upcoming Impreza with a keen eye for whether it should be bigger. Previous versions of the Forester crossover and Legacy were too small for the United States, a problem resolved only with their latest upgrades, he notes. Also, look for the Impreza sedan to shed its soft, rounded silhouette in favor of something stronger. “We have to show the function through design with simple, clean lines,” says Namba, who counts the compact, no-frills Renault 5 — remembered in the United States as American Motors’ Le Car — among his all-time favorite rides. “I want a very simple design that exhibits strength.” Subaru needs to be more responsive to market trends but not slavish to them, he says. Namba decries the styling of some European brands as too busy with flourishes that perform no function.

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Casting a wider net
Design watchers say Subaru is making improvements but still has a long way to go. “Subaru has too long been heading in the wrong direction and become too focused on confused brand development,” says Kuni Ito, an automotive design instructor at the College for Creative Studies in Detroit. But aiming for a futuristic, market-

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OUTPUT
Auto industry still sticking to the plan
continued from Page 4

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tion nearly 20 percent to 328,000 units as it ramps up output of the redesigned Odyssey minivan. And Nissan will boost production 12 percent to 218,000 units. North America’s other automakers will boost production 48 percent to a collective 335,000 units — mostly on the strength of Kia’s new assembly plant in West Point, Ga., which launched production of the Sorento last November.

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Reasonable inventories
Although summer is here, the auto industry appears unlikely to indulge in its traditional everything-must-go summer sale. That’s because vehicle supplies re-

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main low. Of the seven biggest-selling U.S. automakers, Chrysler Group had the largest supply on July 1: 60 days, which is considered ideal. At the low end is Hyundai-Kia Automotive, which has only a 35-day supply of vehicles. The moderate supplies offer evidence that automakers have become much more disciplined about projecting future demand. “Everybody is cautious,” Jackson said. “They want to be aligned with the new reality.” With supplies under control, vehicle production is less likely to spike and plummet, and that is good news for both dealers and suppliers. Dealers are less likely to face pressure to order unwanted vehicles, while suppliers can expect predictable production schedules. “Right now, the pace [of the market’s recovery] has been turtlelike,” Ford analyst George Pipas says. “Fortunately, we didn’t plan on a robust recovery. Everything looks pretty good right now.” c

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Automotive News - July 12, 2010

Table of Contents for the Digital Edition of Automotive News - July 12, 2010