Subaru Impreza 2.0R (2007) CAR review

The Impreza turns sensible but who is going to buy it?

Subaru is either extremely brave or taking a very big risk. With its new hatchback Impreza, it's deliberately moving away from the established and passionate following on which the outgoing model has thrived. So it’s farewell big wings and bonnet scoops and hello sensible hatchback styling and sensible, normally aspirated powerplants. But if it doesn’t cater for Subaru fans who on earth is going to buy it? After years of providing durable transport for country folk the combination of rally success and the rise of the PlayStation generation introduced Subaru to a whole new audience. And now high streets across the land resound to the thugga-thugga beat of stickered-up Imprezas with dustbin-sized exhausts. Meanwhile a small but loyal band of country vets and farmers pound the lanes in their ever dependable non-turbo Subarus, keeping the brand’s core values alive. Coming up with a car that satisfies such disparate markets while at the same time gaining mainstream acceptance is one hell of a challenge. Subaru has obviously been wrestling with the problem for some time but the decision has been made and, for now at least, the Impreza is turning its back on its turbo nutter image and attempting to take on the mainstream C-segment. Subaru calls it ‘sports casual’ but whether owners are ready to ditch their tracksuits for chinos is another matter.

Is being boring the price of mass acceptance?

For a brand with a less than 1 percent market share in the UK, Subaru has huge profile. But with just over 7000 sales last year bosses acknowledge things are not going well, admitting 'last year was a disaster for us.'. Strong words for a Japanese company. And while a hardcore fanbase will happily lay down cash on anything with blue paint, a big spoiler and gold wheels, Subaru knows long-term survival means going beyond niche appeal. Enter the new five-door Impreza. Subaru fundamentals like a flat-four engine and all-wheel drive remain but the new car is aimed squarely at the C-segment, with favourites like the Honda Civic, VW Golf and Mazda 3 firmly in its sights. But can buyers really be convinced the extra complexity and running costs of a four-wheel drive chassis are worthwhile? Well they’re not going to be turned on by the styling, that’s for sure. After horrors like the second-generation ‘bug eye’ Impreza and the jaw-droppingly ugly Tribeca, Subaru has sensibly played it safe with the new Impreza. But has it gone too far? Is it just too dull?