2006 Subaru B9 Tribeca Drives off Lafayette, Indiana Assembly Line

New Crossover SUV Takes Subaru Upmarket

Subaru is changing the face of its lineup, not just visually as seen on the new B9 Tribeca crossover sport utility vehicle, but its also taking its cars upmarket, preparing to do battle with the likes of Volvo, Lexus and other European import brands.

The Tribeca, which rolled off of Subarus Lafayette, Indiana assembly line last week, will go far to change perceptions about the Japanese brand, from a celebrated builder of reliable, conservatively styled cars to one that dares to be different.

"This is a very exciting day for the Subaru brand," commented Hiroyuki Oikawa, president and CEO of Subaru of Indiana Automotive Inc. "The Subaru B9 Tribeca is the latest innovation from Subaru that strengthens an already award-winning product lineup."

The new 7-occupant sport utility is critical to Subarus new direction, boasting an upscale interior and unique exterior design that shares some styling cues with Europes Alfa Romeo, in the rear, and no rival automaker up front.

The Tribecas distinctive grille is creating controversy, with some in love with its teardrop shape and others totally offended. Creating something original enough to divide consumer tastes seems to be the order of the day, and an extremely successful formula. Chrysler has done very well with its new 300 sedan, with as many enthusiastic as there are others stirred up to anger, while BMWs famed "flamed surfaces" have caused quite a commotion in recent years yet sell better than any other design language the German brand has ever offered. Audi is following the same pattern, and by doing so causing pandemonium among the brands faithful supporters.

The B9 Tribeca was introduced last January at the North American International Auto Show in Detroit, and is scheduled to arrive in dealerships across America towards the end of May. Subaru plans to produce more than 26,000 Tribecas per year.