Pushed by General Motors, the owner of Saab and a major minority shareholder in Subaru, the idea is not particularly popular with brand enthusiasts, nor, reportedly, management at the companies concerned. From the perspective of Saab enthusiasts, the idea has been criticized for that the changes will only be cosmetic so while it may look like a Saab it will not drive like a Saab, nor have the same high standard of safety as a Saab (although the Impreza is among the safest cars in its class). Subaru is not happy about its image-building "hero car" being used to prop up another brand although officially both companies support the idea and stress their common background in aviation and rally. Many Subaru owners are happy to see their favorite cars moving out into other segments of the marketplace - with or without headlight wipers.
No move of this sort is expected from arch-rival manufacturer Mitsubishi, as its boy racer cars are not likely to garner the attention of friendly manufacturers.
The new Saab car has already earned the nickname "Saabaru". It is planned to be sold only in areas of the world where people have little knowledge about what Saab is and not in Europe.
Should not be confused with Saab 92.