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Grip : GRIP July 2012
BRZ ORIGIN GRIP BRZ, THE ORIGIN OF THE SPECIES TobyO’Bree National Advertising Manager EVEN from the furthest distance it’s hard to see any similarity between the 1958 Subaru 360 and the 2012 BRZ. In fact, some may question my sanity when I say that the two cars have a lot in common. Yet two fea- tures stand out especially: both are coupes and both are real wheel drive. Both also share a motor sport pedigree, the 360 be- ing campaigned in the T-1 Class of Japan’s Touring Car Championship – and earning Subaru’s first piece of motor sport silverware in the process. Similarly, Subaru is already racing the BRZ in Japan’s GT Series, continuing the campaign recently begun with the Legacy (Liberty in Australia) GT 300. In between 1958 and now, there have been no less than six World Rally Champion- ship titles (three Drivers’ and three Manufacturers) and 10 consecutive Austra- lian Rally Championships. Subaru engineers have al- ways had a burning passion for creating cars that reward the driver with fun. So, in many ways, the BRZ signals a thrilling return to the ori- gin of the Subaru species. Yet unlike the Subaru 36 0, there is a visceral, animal quality to the BRZ that few cars can match. I see a little of the animal in both cars, yet while the 360 is the all faithful family puppy, the BRZ is a sinuous wolf, ready to howl and born to run. Not since the release of the WRX in 1993 have Subaru engineers given birth to such a purposeful offering. Nothing about the BRZ is practical – and we can all be thankful for that. Practical is great, practical is useful, but not everyone needs practical. Every family also needs at least one family member who might not be able to replace a washer, but is always the first one every- one wants to sit next to at Christmas lunch. BRZ is that family member, taking its place beside the WRX and WRX STI as an exhilarating purpose-built of fering - and being true to the Subaru origins, it‘s all Subaru, it’s the real thing. Designed principally by Subaru engineers featur- ing a Subaru Boxer engine, Subaru drivetrain and STI tuned Subaru suspension, the BRZ is also manufac- tured in FHI’s Gunma plant – the spiritual home of FHI dating back to 1917. BRZ also adds a stunning new suit to the Subaru ward- robe and offers a glimpse of what lies ahead for our brand - a lot of excitement and cars that are true to the Subaru maxim of delivering fun to every Subaru driver. So, no matter how you look at it, the BRZ is born from the origin of the Subaru spe- cies. It’s for all these reasons that we created the “Raw Suba- ru” positioning for BRZ. We wanted to communicate that this latest Subaru is authentic, and in fact, it was during long term BRZ launch planning that we de- cided on securing the rights for “The Real Thing”, then applied that same thinking to the rest of the range. Of course the XV TV com- mercials, with its nod to Subaru heritage and use of the moving car wash, was the first marketing campaign to feature “The Real Thing”, but it won’t be the last. There are many applica- tions for a variety of reasons to use “The Real Thing” to explain the authenticity of Subaru engineering – BRZ is the latest manifestation. INSIDE GRIP HOME PAGE FHI NEWS DEALERSHIPS BRZ - ORIGIN BRZ - MARKETING WHAT’S IN THE PRESS BRZ - ACCESSORIES CLUB SPEC WRX NEWS WHO’S WHO AT SUBARU DEALER STATS
GRIP June 2012
GRIP August 2012