- 2018 Subaru Outback Touring / All Images accredited to Subaru

Subaru to launch rugged sub-brand: Wilderness

Could Wilderness become the STi of the off-roading world?

6w ago
11.4K

Car manufacturers have been dividing their company into smaller, specialised sub-brands and trim levels for decades. For example, Dodge's trucks are now sheltered under the RAM marque and Toyota's performance division is TRD. It seems that STI is not enough for Subaru as they now have plans to create another division for their off-road spec vehicles, namely the Outback and Forester.

2021 Subaru Crosstrek

2021 Subaru Crosstrek

Meet 'Wilderness', the sub-brand/trim level that will be a heavily modified package above your average Subaru. These elite vehicles will feature off-road suspension, all-terrain tyres, plastic cladding, new bumpers and AWD as standard. Engine and transmission options are unknown at this stage but do expect the Outback's new turbocharged 260hp 2.4L boxer-four and CVT to make an appearance.

Prototype Wilderness-spec vehicles have already been spotted in the US and you can view their spy shots by clicking here. The final product should reach the dealership floor in the second half of 2021.

2021 Subaru Crosstrek

2021 Subaru Crosstrek

Subaru has filed the 'Wilderness' trademark and it is currently under examination. With Subaru's STi brand being a major player in the affordable sports car industry, could Wilderness be the next big thing in off-roading?

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Comments (9)

  • I reckon it’d be just a trim level, STI is capable of handling more than whatever it’s doing now. ¯\_(ツ)_/¯

      1 month ago
  • Subaru should launch a performance sub brand or something. That would attract a lot more buyers. Everyone is buying crossovers from Korea and Japan, nowhere else. Even the Germans have been kept quiet. They need to be more niche. If they launched a brand called "WRX" or something a bit like Cupra they would sell way better because the name has history, and they would be in a smaller market that has a lot of demand. Probably not tbh. I don't know a thing about marketing 😂

      1 month ago
    • I agree with your opinion. love it or hate it, A car badged as a whole different brand is always going to be more desirable than some trim level.

        1 month ago
    • That would be great but I think Subaru is too small of a company to do that. Seat is backed by Volkswagen so they can afford to launch the Cupra brand. Subaru itself seems like a niche brand already; it's just average economy cars and the WRX STi;...

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        1 month ago
  • Big question is, will the Rich still buy them if they look like clown cars?

      1 month ago
  • Crosstek would be a reasonable brand name!

      1 month ago
  • Remember British Leyland, four different brands of the same car, VAG and PSA groups be warned!

      1 month ago
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