"Subaru is positioned well for the current automotive climate," muses Tim Colbeck, Vice-President of Sales for Subaru of America, as fuel prices climb into 2008.

"Demand is high for Forester as consumers look for a capable, more efficient alternative to bigger SUVs."

Echoes Executive Vice-President Thomas J. Doll, "Subaru products represent the best all-around package in the auto industry, and provide smart alternatives to traditional truck-based SUVs." Doll cites the brand's pragmatism - its all-wheel-drive systems; utility; fuel economy; safety, and high resale values - as reasons for Subaru's 5% U.S. sales gain, year-to-date, in July 2008. In a difficult market, it is indeed an enviable achievement.

Dolt's words recall the days of old, when Subaru was the choice of the British farmer and the extrovert, before the sporting Impreza, in the early '90s, breathed new image into the quiet Japanese automaker, attracting a whole new set of buyers. Those very buyers have been disappointed by the 2008 Impreza's tempered styling and performance.

Toyota has purchased 20% of Fuji Heavy Industries (which owns Subaru) from General Motors. As you might expect, the new owner wants to see Subaru sales improve, which tends to require more mainstream appeal. Subaru has already embarked upon this route, seeking a more upscale image rather than that produced by the sales of pragmatic wagons and boy-racer Imprezas.

Meanwhile, Toyota also plans to use Subaru to co-develop a new, small, rear-wheel-drive, affordable sports car powered by a Subaru flat-4 and on sale in 2011.

As of May 2007, Subaru has 600 dealerships across the United States.