Subaru Ponders Whether to Go Mainstream or Remain a Niche Player as Profits Surge


What does a comparatively small player in the auto industry like Subaru do when it sees its stocks rise fivefold since the beginning of 2012, its profits almost triple to a record ¥48.5 billion (US$504 million / €377 million) last quarter, while also returning an industry leading operating margin of 12.7 percent that was second only to China's Great Wall Motor Co, according to data from Bloomberg News?

In this scenario, companies usually have two (basic) options: either they continue on the same path that led them to where they are now, or they grow and attempt to challenge more mainstream players.

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