Why BMW Should Be More Like Subaru

"Bill Caswell" (billcaswell) 09/11/2015 at 10:10 • Filed to: None

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I’ve been saying for years that BMW has lost its way. That it’s no longer The Ultimate Driving Machine.” That it’s the !!!error: Indecipherable SUB-paragraph formatting!!! I’ve !!!error: Indecipherable SUB-paragraph formatting!!! that the most winning marque at the 24hrs of the Nurburgring has only won three times in the past 17 years when in the previous 15 years, BMW only lost three times.

I’ve complained about the dilution of the M brand - things like the M235 having 16 M logos on it or that you can buy any BMW model with a full array of M logos. I’ve complained that they are making minivans (the 2 series GT).

Then I find out that Subaru is outselling BMW in the U.S. and I can’t help but ask myself !!!error: Indecipherable SUB-paragraph formatting!!!

!!! UNKNOWN CONTENT TYPE !!!

FazeRacer > Bill Caswell 09/11/2015 at 10:16

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As much as I don’t think the M235i shouldn’t have the M designation at all, it’s not a weak car.

Party-vi > Bill Caswell 09/11/2015 at 10:20

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An economy car brand is outselling a luxury car brand. Makes sense, Bill. Ford is outselling BMW too. Should BMW be more like Ford?

DrScientist > Bill Caswell 09/11/2015 at 10:23

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unfortunately, i think this is all a dollars and cents situation.

while subaru is owned by a parent company, the parent can allow subaru to focus on its own unique brand identity without missing sales revenues potentially achieved by other subsidiaries.

bmw on the other hand owns only what, mini and rolls? there is a lot of other automobile opportunity out there that bmw would be missing out if they don’t go for the suv/cuv/minivan/m///fanbois without cash to spend on a true m car.

all that said, i too cringe every time i see an X3 drive by.

Justin Hughes > Bill Caswell 09/11/2015 at 10:25

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I think the main reason Subaru sells more than BMW is that they’re not an upscale brand. A WRX STi doesn’t compare to an M235i, especially when it comes to the interior quality. An Outback doesn’t compare to an X5, though the Outback can be equipped quite luxuriously.

Subaru has also done a great job at improving sales. You and I are both from New England, and know how popular they’ve been here for many years. But they’re reaching beyond the snow belt, as they need to since they’re not unique in offering an AWD car or crossover anymore. They’re more mainstream and less quirky, and though the Subaru faithful may lament that, going mainstream is what’s making them more successful.

Though I still think most Subaru dealers have no clue what to do with the BRZ. It’s small, impractical, and RWD - the opposite of all of their other cars. Plus they’ve already had the WRX and STi as their performance cars for years. People don’t come to Subaru dealers looking for a car like the BRZ. Well, I did, but I’m weird.

Justin Hughes > Bill Caswell 09/11/2015 at 10:26

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I think the main reason Subaru sells more than BMW is that they’re not an upscale brand. A WRX STi doesn’t compare to an M235i, especially when it comes to the interior quality. An Outback doesn’t compare to an X5, though the Outback can be equipped quite luxuriously.

Subaru has also done a great job at improving sales. You and I are both from New England, and know how popular they’ve been here for many years. But they’re reaching beyond the snow belt, as they need to since they’re not unique in offering an AWD car or crossover anymore. They’re more mainstream and less quirky, and though the Subaru faithful may lament that, going mainstream is what’s making them more successful.

Though I still think most Subaru dealers have no clue what to do with the BRZ. It’s small, impractical, and RWD - the opposite of all of their other cars. Plus they’ve already had the WRX and STi as their performance cars for years. People don’t come to Subaru dealers looking for a car like the BRZ. Well, I did, but I’m weird.

Chris_K_F drives an FR-Slow > Party-vi 09/11/2015 at 10:29

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Well... Ford has actually been making some pretty fantastic sports/performance cars geared toward enthusiasts lately. They’ve also been making some great cars/trucks for the general populous, and have really made a comeback from the woeful days of the big three.

I’m not necessarily saying BMW should be more like Ford, but there are worse manufacturers to be like. haha

Chris_K_F drives an FR-Slow > Justin Hughes 09/11/2015 at 10:39

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You are weird, you bought the wrong Toyobaru! ;)

Berang > Bill Caswell 09/11/2015 at 10:42

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Subarus are cooler than BMWs, but I don’t really know why. Subarus are cooler than a lot of cars really.

Roman Savchuk > Bill Caswell 09/11/2015 at 10:59

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That question... No, it just doesn’t sound right. As a Subaru owner/enthusiast since 2006, sometimes I think Subaru became an ‘anti-enthusiast’ car company. At least outside of Japan, because JDM models are still nice. For the rest of the world? For the rest of the world their strategy sounds like “Why try harder if they’ll buy whatever we put in showrooms, anyway?” IDK, maybe I should explain this statement better, with somewhat long post, will try to do it later

Justin Hughes > Chris_K_F drives an FR-Slow 09/11/2015 at 11:00

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In this context, I have to agree with you! The FR-S fits perfectly with Scion’s youthful image, as well as the affordable sports cars that Toyota has offered on and off for years. There’s no such precedent in Subaru’s lineup.

nermal > Bill Caswell 09/11/2015 at 11:06

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BMW is moving forward. They don’t care what anybody thinks about E46 M3s and how “pure” they were, because they don’t sell them now.

Modern BMW buyers want SUVs and crossovers and fake engine noises and the on-road driving characteristics of modern turbo engines. So that’s what they get. For the next generation of BMW buyers, you have the i3 and i8 with electric powertrains and carbon fibre everywhere and whatnot.

They are as much a technology company as a car company. The thing about technology is that it advances. They’re doing just fine in that regard.

MonkeePuzzle > Bill Caswell 09/11/2015 at 11:10

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YES! FINALLY someone is speaking the truth! I mean, could you EVEN IMAGINE rallying a BMW!? SUBARU IS WAY BETTERER!

Chris_K_F drives an FR-Slow > Justin Hughes 09/11/2015 at 11:10

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Which is a very good thing for Subaru, because it gives them something to fight with in a segment with very few competitors.

wiffleballtony > Party-vi 09/11/2015 at 11:12

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Yes, yes they should. BMW M Pick up truck?

wiffleballtony > Justin Hughes 09/11/2015 at 11:14

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Scions attempted youthful image

wiffleballtony > Bill Caswell 09/11/2015 at 11:16

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I think it would be much easier if they just changed the slogan to something more fitting.

Party-vi > wiffleballtony 09/11/2015 at 11:18

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Nah - bring back the 8-Series as a 7-Series with a ute body. Designate it the M8 so the Aussies can call it the “mate”.

wiffleballtony > Party-vi 09/11/2015 at 11:22

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Brilliant, see told you it was a good idea.

BrtStlnd > Bill Caswell 09/11/2015 at 11:30

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Bill, Bill, Bill, Bill, Bill. Isn’t it time you moved on from the girlfriend that dumped you and stop trashing her online?

Devon lost his burner, understands electric cars don't require front grilles > DrScientist 09/11/2015 at 11:36

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“while subaru is owned by a parent company, the parent can allow subaru to focus on its own unique brand identity without missing sales revenues potentially achieved by other subsidiaries.”

What?

Santiago of Escuderia Boricua > DrScientist 09/11/2015 at 11:51

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Fuji heavy industries doesn’t own other car brands

Santiago of Escuderia Boricua > MonkeePuzzle 09/11/2015 at 11:53

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Not a modern one. An e30 or e36 is awesome at rally, but I would never try with a new one

Santiago of Escuderia Boricua > Bill Caswell 09/11/2015 at 11:56

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So BMW should cater more to hipsters? Outside of rally America, Subaru doesn’t have a huge motorsports presence. They also outspend everyone to get Vermont sports car to make them a winning race car.

Subaru is popular with enthusiasts because they’re affordable speed. An STi is way cheaper than an M3.

MonkeePuzzle > Santiago of Escuderia Boricua 09/11/2015 at 11:59

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hah! no one would be mad enough to rally an e30 when they could get a used impreza for the same cost

Santiago of Escuderia Boricua > MonkeePuzzle 09/11/2015 at 12:03

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Who would be crazy enough to rally an impreza when you can get an mr2 for less?

Chris_K_F drives an FR-Slow > MonkeePuzzle 09/11/2015 at 12:16

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If anyone can imagine rallying a BMW, I think it’s probably Bill. ;)

DrScientist > Devon lost his burner, understands electric cars don't require front grilles 09/11/2015 at 12:30

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i’m no financial analyst, but here is my thought. maybe you know better.

bmw, the company that makes the cars we drive, is its own corporation, beholden to its stock holders to achieve target growth and profits. in order to do this, it will seek revenue opportunities in every automobile category possible (or motorcycle or aviation engine). this is likely what has driven the broadening of the product line-up into categories differing from their origins as makers of sport sedans.

subaru, on the other hand, has a parent company, fuji heavy industries. Not even sure if shares of subaru itself are available on any market. If not, or if fuji owns >50% of the outstanding shares, the subaru executive team is not held responsible for corporate success by subaru shareholders, only to the executive team at fuji. fuji, and its executive team, answers to IT’S shareholders.

now, if fuji can sufficiently achieve it’s own success by diversifying its businesses, without forcing subaru to diversify its lineup, then subaru is free to focus on its own brand identity: AWD and motorsports, and whatever else i dont know about subaru.

where i went a little wrong in my original post, was that parent fuji does not appear to own any other automobile manufacturers. it is however, diversified into aviation, aerospace, military tech and ground transport. so while fuji may be missing revenues in outside of subaru’s core design categories, it can make these up through its other non-consumer automobile businesses.

DrScientist > Santiago of Escuderia Boricua 09/11/2015 at 12:53

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right... i pointed that out in a subsequent post. but fuji could hedge its success with diversification in other industries.

but, super subaru points out though that 95% of fuji heavy revenue is automobiles. i wonder if minis and rolls royces make up more than 5% of bmw’s overall revenue.

regardless, i suppose i was off in my original assumptions. i’m never one to hold on to an incorrect argument. :)

MonkeePuzzle > Chris_K_F drives an FR-Slow 09/11/2015 at 12:59

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Stef Schrader > Bill Caswell 09/11/2015 at 13:49

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No!

Signed,

People who like their BMWs to run and not go kablooey on track

P.S.: I do wish they’d sell what they race and go back to making good, fun little runabouts. Give us a stripped down dork model without all the extra nannies and too-thick sound deadening. I’d like that.

Dusty Ventures > Justin Hughes 09/12/2015 at 14:17

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Bill’s from Chicago, not New England

Justin Hughes > Dusty Ventures 09/12/2015 at 14:52

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Oakland, Maine. :)

Dusty Ventures > Justin Hughes 09/12/2015 at 15:04

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The Facebooks are a lie?

Justin Hughes > Dusty Ventures 09/13/2015 at 10:13

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When I first met Bill at NEFR (yes, it was a long time ago, before he stopped running RallyAmerica events) he told me he considered it his home rally because he was from Maine. He’s moved on a bit since then.

pjhusa > MonkeePuzzle 09/14/2015 at 13:11

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You’re being sarcastic here, right?

MonkeePuzzle > pjhusa 09/14/2015 at 13:22

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http://oppositelock.kinja.com/1730091733

Bill Caswell > BrtStlnd 09/14/2015 at 16:04

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If only BMW and I ever went out... The sad thing is BMW has never once done anything with even one enthusiast. When Essa was winning Formula Drift they sent him a letter asking him to pull the Roundels and and M badges for example.

BMW wants to be a luxury brand, not the Ultimate Driving Machine that so many of us fell in love in the 1980’s and 90’s. They product has changed significantly. It’s fatter, number, slower than the competition. The new M3 ranks third against Mercedes and Cadillac is all categories other than luxury.

They no longer dominate the 24hrs of the Nurburgring - during the Ultimate Driver Machine days they only lost the race 3 times in 15 years. Since then they have only won 3 times in the past 17 years. The new M3 is loser out of the box - there’s not one team racing the M3 in any form of competition and no one plans too. Same with the M4 or any other BMW model for that matter other than I guess the M235i in the VLN series.

It’s kind of sad to be honest. BMW looks a lot more like Lexus these days than their German counterparts and it’s significant departure from the car company that used to call itself the Ultimate Driver Machine. Still a great car for say a road trip with friends as I pointed out in the article. But BMW is pretty low on my last of cars I want to drive fast or take to the track.

Bill Caswell > Stef Schrader 09/14/2015 at 16:08

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I do find it interesting that no one is racing the new models... The Z4’s are way old(and as we both agree are nothing even close to a production model), Fall Line is still running the E9x M3 and I dont think they have any plans to campaign a new M3/M4 next year. The VLN M235i is pretty cool but there are only a handful of them racing and it’s in a pretty slow class near the back of the field. I guess the M6 GT3 will be their new racecar but even just a few years ago both the club and the pro races were loaded with new models based off production cars. Not anymore. Times have changed for BMW.

Bill Caswell > nermal 09/14/2015 at 16:13

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You’re correct, BMW makes great cars. Just like Lexus makes great cars. The old BMW focused on the driver. Remember the Ultimate Driving Machine? They used to dominate the 24hrs of the Nurburgring and were successful racing all over the world. The first M3 still is the most winning touring car chassis of all time. But now? No one races the new models. Teams like Fall Line are still campaigning and old E9x model. So it doesn’t mean they’re not good cars. But now they are good for a road trip to Vegas, not the racetrack. That’s the change.

And now when I go to the track I see tons of Subarus(along with many other brands) when BMW’s used to be the largest marque at most track days I went to. Porsches and Mazdas too. Those brands are still at the tracks but not BMW. Still great cars but times have changed. BMW is like Lexus now.

Bill Caswell > Justin Hughes 09/14/2015 at 16:16

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Out on the west coast where I’ve been spending most of time for the past 6 years, the Subarus are everywhere. BRZ’s sell like crazy and there’s one at every stop light. And when I go to the track there are far more Subarus out here than BMWs. Its pretty interesting really. And very different from the New England Subaru scene.

Justin Hughes > Bill Caswell 09/14/2015 at 16:19

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I imagine so - less need for AWD and all the things New Englanders generally like about Subarus. So, a top tip - in 5-10 years, when the FR-S/BRZ has depreciated to Miata-like prices, there are a ton of them on the west coast, and they won’t be all rusted out, either.

Bill Caswell > FazeRacer 09/14/2015 at 16:20

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The M235i is a decent car. It would have been way better if it simply came with the $5k limited slip differential. I went to the launch and wasn’t that impressed. I like the look of the car a lot. But on the track it kind of bland. It seemed quick but didn’t have the torque I expected. I loved the automatic transmissions they fitted them with. I felt like I was in the Fast and Furious movies. It would pull gear after gear after gear. It seemed like a 12 speed!

But I think the days of people taking their BMWs racing and to tons of track days are over. As I pointed out, its a great luxury car and a great car for road trips but there are so many better options for people that are drivers and want fun car to commute in that still holds up at the track.

Even sadder is that no one is racing the new models. The teams get to choose what car they run and many have stopped racing BMWs. Even Bimmerworld runs some Porsches now. Times have definitely changed.

Bill Caswell > wiffleballtony 09/14/2015 at 16:32

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The Ultimate Luxury Machine would make so much more sense. I love the M6 Grand Coupe deal. And the x1 335 deal is cool little car/ wagon. But I have zero interest in taking the M3/M4 to a track. I kind of like the way the M4 looks but its like the size of a 6 series now.

BrtStlnd > Bill Caswell 09/14/2015 at 16:49

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How many times and in how many ways do you feel like you have to belabor this point? Bill, this seems like quite literally all you do with regard to writing anymore... trash BMW. WE HAVE ALL READ THEM. WE GET IT.

Get the fuck over it already.