Businessweek
Sunday Strategist: Subaru Quietly Made Its Best Car Better
Breaking down the boldest bets in business
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Subaru, the car world’s scrappy zen master, revealed a new version of its Outback last week—a chimera of an SUV and a station wagon. It looks pretty much the same as its predecessor and, for that matter, every generation of Outback since the rig rolled out 25 years ago.
This, of course, is no mistake. There was nothing like the Outback and its pragmatic engineering when it hit the market in 1994. Its safety chops and general strangeness quickly won a cultish following. It was, for many, love at first sight, a term that the brand eventually built its entire brand identity on.