The vehicle brand Subaru has continued to grow its fan base and shown its diversity since the very first vehicle rolled off the production line in Japan way back in 1954. While having to match and grow the business with ongoing market demands and consumer preferences ever since, it’s always gone about its business holding true to its core and unique values and standing out as being something of a niche brand in the mainstream market.
Along the way, it’s grown its own loyal fan base as well, but for many different reasons.
Over time, that loyalty base has grown and changed in the way they see and have experienced the brand.
Those that grew up following or being part of the motor sport scene in the 90’s will have fond memories of Subarus total dominance in the World Rally Championships. They then became extremely popular as used imports into NZ and were often seen as a boy-racer vehicle earning themselves something of a reputation as being a brand that was expensive to maintain and repair during ownership. Little wonder in some cases with the hard life many were exposed to.
But there was another side to the brands uniqueness and it involved the very same technology that won all those rally titles but put to good use in other environments, including becoming an established player in the mainstream market globally and in NZ.
Key to their livery has always been their Symmetrical All-Wheel-Drive System which provides a balanced drive distribution to all four wheels. While it powered the brand to numerous international and local championships, it has proven to be ideal for those wanting to experience their own version of off roading and in particular handling the tricky challenges such as driving in snow, navigating narrow and extreme bends and the rough outback. This technology took the brand to places many other mainstream competitors simply couldn’t go. There was virtually no compromise once back on the hard seal either with overall performance, comfort and driveability matching what a traditional mainstream SUV drove like.
Working in perfect harmony with the drive line has been Subarus BOXER engine design. The pistons operate horizontally which means a lower centre of gravity, helping to improve handling and overall road balance.
Over the years, Subaru as a brand has always continued to evolve and keep pace with the competition while retaining its key point of differences. A huge compliment to the brand is the fact that while it has never aggressively gone out to top the sales charts in NZ, it has continued to collect numerous awards by the motoring press over many years.
In recent times their R&D teams have continued to meet the challenges of new technology including electrification along with maintaining a key strategic partnership with Toyota.
Recently Subaru New Zealand signalled the next phase of the brand’s electric Evolution.
Joining their SUV line-up in September will be the all-new, all-electric Subaru Trailseeker Touring EV-SUV, offering Kiwi customers a larger, even more adventure-oriented EV.
The Trailseeker is set to become the fastest-accelerating production Subaru ever built accelerating from 0-100 km/h in just 4.4 seconds. And true to its core DNA values, the retention of the all-road capability and high ground clearance which has served the brand so well in NZ, will continue to be a strong selling point.
Power will be supplied by a 74.7 kWh CATL (advanced lithium-ion and sodium-ion) battery, delivering a claimed driving range of around 488 kilometres. With 150 kW DC fast-charging, Trailseeker is said to be charged from 10 to 80 per cent in approximately 30 minutes. Subaru New Zealand is also claiming a 1,500kg braked towing capacity, which if used to its maximum on long journeys, would potentially see that estimated driving range decrease significantly.
Crucially, Trailseeker remains unmistakably Subaru. Its dual-motor Symmetrical All-Wheel Drive system, will be made available as standard.
Being the fastest Subaru production vehicle ever, many former owners of that successful rally era of the 90’s may well be drawn back to the brand based around those performance numbers.
Their existing loyal customer base will also be looking forward to the introduction of the Trailseeker as Subaru enters their next chapter in EVolution through electric power.
◾️Further details on detailed specification and pricing for the all-new, all-electric Subaru Trailseeker will be announced closer to launch but to find out more go to or register their interest with a local dealer.
