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Industry: Email Alert RSS FeedSubaru cools premium pricing, sales goals.(News)(Tomohiko Ikeda CEO Subaru of America )(Interview)
Automotive News, October, 2007 by Kurylko, Diana T.
Byline: Diana T. Kurylko
With new CEOs at the helm in Japan and the United States, Subaru still is setting prices above its Japanese competition but is less eager to jump into the same league as European premium brands.
The strategy of pricing 5 to 10 percent above Japanese rivals is still in play for most vehicles, says Tomohiko Ikeda, CEO of Subaru of America here. But some models - such as the new-generation compact Subaru Impreza, which went on sale this summer - are priced head-on with their rivals, Ikeda says. That indicates "a new type of direction,'' for the brand.
He says that new direction came after Ikuo Mori replaced Kyoji Takenaka in June 2006 as head of Fuji Heavy Industries Ltd., Subaru's parent.
"Our previous leader...
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