Subaru, an automaker never known for its styling prowess, is turning over a new leaf.

“For the first time the company is emphasizing design as a competitive advantage,” Matt Wherry, manager-product planning and design department at Subaru Research and Development in Tustin, CA, tells WardsAuto here during a discussion of the new Impreza compact car. “We’ve made great cars, but not necessarily the most beautiful. Now they’re really going to be emotionally appealing, to a level they haven’t been before.”

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Subaru Tires Of Being The Birkenstock Of Automakers - Determined To Become Emotionally Appealing

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