Subaru Thinks it's the Budget Audi

Subaru, that quirky little manufacturer from Japan, has issued a bold claim that radiates confidence within the organization.  With the introduction of the brand new 2017 Subaru Impreza, Subaru hopes that buyers will consider it to be a budget alternative to an Audi A3. 

Perhaps Subaru's desire to stand toe-to-toe with Audi comes from a Consumer Reports reliability survey in 2016 where both Audi and Subaru were ranked at the top among automakers who make the best cars.  This cumulative score is calculated from overall vehicle scores, road test scores, and predicted vehicle reliability scores for every model in an automaker's lineup.  Last year, both Subaru and Audi were among the top five brands for highest predicted new car reliability in Consumer Reports.  For 2017, Audi remains in the top five, but Subaru has fallen to 11th.  Multiple problems with the Legacy and the Outback as well as falling ratings for the WRX/STI are responsible for the overall drop.

I will assume that Subaru is serious about comparing itself to one of the finest automakers from Germany, even though I have only found this claim cited in one article from Car and Driver.  In this post, I will explore what similarities already exist between the two automakers and how the 2017 Impreza represents a new era for design, quality, and dynamics.

The 2017 Impreza wears some of the

most attractive bodywork yet seen on a Subaru.

All Wheel Drive
When you think of Audi or Subaru, chances are you think of both company's commitment to all wheel drive.  Every Subaru model save for the BRZ comes standard with all wheel drive.  Likewise, every model in Audi's lineup has all wheel drive as an option if not standard.  People in the Northeast and the Northwest appreciate this option to help them deal with inclement weather.  Other luxury and non-luxury manufacturers have adopted all wheel drive on their models to better compete in these particular markets.

Motorsports
Both Audi and Subaru also have a history in motorsports.  Subaru was a staple of the World Rally Championship in the 1990s and the 2000s before pulling out after the 2008 season.  Highlights of the Subaru World Rally team include three consecutive manufacturer championships from 1995 to 1997.  Legendary driver Colin McRae won the driver's championship in 1995 driving for Subaru, and the team won two other drivers championships with Richard Burns and Petter Solberg in 2001 and 2003 respectively.

Audi also has a rallying history.  The Audi Quattro won two manufacturers championships and two drivers championships between 1982 and 1984.  In addition, the automaker has seen great success in endurance racing for over a decade.  Since the first Audi World Endurance Championship prototype appeared in 1999, the manufacturer has gone on to win 13 overall victories at the 24 Hours of Le Mans. Unfortunately, Audi closed its factory racing program at the end of this year due to regularly being outperformed by its sister Porsche team, plus a companywide tightening of budgets following the Volkswagen Group Dieselgate crisis.  Audi will instead compete with a factory race team in the FIA Formula E open-wheel series.  Costs should be significantly less than for WEC, and the series can only benefit from the money and reputation Audi brings to the table.  The Formula E Series also complements Audi's new focus on promoting electric powertrains as the way of the future.

The interior of the 2017 Impreza is modern and attractive.

You can see the Eyesight cameras above the mirror.

Technology
Audi's longtime slogan was Innovation through Technology, and the company prides itself on being at the forefront of the latest technological trends.  Audi was the first mass market automaker to produce 100% galvanized cars to prevent corrosion.  It was also the first to implement LED daytime running lights on a production car.  Audi's multimedia interface has been widely praised for its ease of use over several generations.  New Audi models feature a virtual cockpit where the entire instrument panel in front of the driver is a single TFT LCD screen.  Subaru's latest technological endeavor is its Eyesight driver assistance system.  Stereoscopic cameras situated above the rearview mirror determine the distance between the car and an object ahead of it.  If the object gets within 19 feet of the car, the brake pedal is automatically applied.  Other automakers such as Mercedes-Benz and Volvo have similar systems, but Subaru, which introduced Eyesight in 2012, brought the technology to a lower price point.

Design
Audi has produced some stunning cars over the years including the A5, the A7, and the R8; Subaru, not so much.  The best looking Subaru in recent memory is the BRZ, which was designed by Toyota.  That being said, the new 2017 Impreza is far more handsome than its predecessor.  The interior also makes big improvements in terms of fit and finish.  Available options include a Harman/Kardon stereo and an 8 inch high resolution touch screen.  Quicker steering and a stiffer platform help the new Impreza drive better, too.  Speaking of its platform, the 2017 Impreza is the first Subaru to ride on the company's new global platform which will eventually be used on all Subaru models.  This is similar to how the Volkswagen Group is able to put compact hatchbacks, SUVs, and sports cars on common platforms.

The new Impreza is a promising step forward for Subaru, and the Viziv-7 concept previews a lucrative three row crossover to replace the unloved Tribeca.  Although Subaru may not yet be the budget Audi it aspires to, the literal budget Audi, Volkswagen, lags Subaru significantly in sales despite having a very similar lineup.  Subaru is on a roll right now, so Volkswagen should better watch out.