Quiet debut for Subaru

In the land of the jaw-dropping exotics, futuristic concepts, celebrity endorsements and Trail Rated Test Tracks of the 2007 New York International Auto Show, the 2008 Subara Impreza WRX entered the auto world with little fanfare. The 4-door sedan and 5-door hatchback models have a smart new design, lighter bodies, and 2.5-liter flat-four Boxer engine producing 224 hp. New options of electronic stability control and a high-tech navigation system add value to the offer. Both should be solid rides for under $25,000.

So where’s the love for Scooby? The brand seems to struggle to communicate a clear identity. Many of its cars fill an emerging segment of young, low-income drivers - yet to young people like myself, Subaru is far from an icon of cool.

The marque of the new Impreza WRX underscores this concern: it’s a completely new logo, supposedly modelled after the company’s aviation heritage. Booooring. They’d be better off looking towards the future, not the past.

Before it's here, it's on the Bloomberg Terminal.