The B9 Tribeca is Subaru’s first effort in designing a larger SUV. It was introduced to the majority of consumers through a 30 second spot featuring the song, “Dust in the Wind” by Kansas. The ad concludes with the tagline claiming the B9 brings an end to our perception of what a typical SUV is, and attempts to establish a new definition for the SUV. The song and visual cues of the ad depicts other SUVs (much larger and utilitarian in size and functionality) falling to dust when the B9 crosses their paths.
Unfortunately, the B9 may be the one that will disintegrate and vanish into air before its competitors. It is brought to you by a company known for appealing to a unique group of individuals who are perceived to be tree-huggers and granola-eaters. From an engineering standpoint, the B9 Tribeca is a great vehicle featuring all that Fuji Heavy Industries technology Toyota just bought from General Motors (GM sold its stake in Fuji to Toyota in Fall 2005)… advanced all wheel drive, ABS, other technological features. Although the B9 Tribeca has an impressive and exquisite interior wrapped in a very distinct (controversial) exterior, it is doubtful the new vehicle will appeal to a large audience.
The Subaru B9 Tribeca was included a VehicleVoice Beauty Contest. As expected, its styling was controversial… in the middle of the pack. It will take a person wanting to make a definite statement to buy a B9 Tribeca. Of course, to break out of the product clutter, that is exactly what Subaru was trying to achieve.
Subaru of America Attempting to Move Upmarket
With the introduction of the B9 Tribeca and the earlier intro of its new Legacy lineup, freshened Forester and Impreza, Subaru is trying to reposition and reintroduce themselves to consumers. The question is whether or not Subaru has the goods to move upscale in product content and price.