Subaru launching Wilderness sub-brand


Scion is rumored to have called FHI to say “we know everyone has to learn the hard way and make their own mistakes - good luck!”

Still don’t want one.


GMC did this with the AT4 (and Denali) and was wildly successful in juicing profits. Don’t know if Subaru has the same appeal - but it can be very profitable if done correctly.

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Maybe they can improve their CVT but there is probably a reason no vehicle with real off road capability has a CVT. Absent that, this is gonna be largely an appearance package. In fairness that is probably fine since how many people actually use their Wranglers off road ability. But you don’t want the publicity of transmission failures for the people who actually take them off road.