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Subaru BRZ Is the new Subieyota

Illustration for article titled Subaru BRZ Is the new Subieyota

It's official. The Subieyota has a name. Subaru's new rear-wheel drive sports car, currently under joint development with Toyota Motor Corporation, will be named "SUBARU BRZ". "BRZ" stands for "Boxer engine", "Rear-wheel drive" and "Zenith."

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No, we don't mean a cheap brand of TVs. Actually, Subaru says that the name is an expression of confidence in the "Horizontally-Opposed Subaru Boxer engine."

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While the start of production is planned for spring 2012, FHI will exhibit the technology concept of the "SUBARU BRZ", named "SUBARU BRZ PROLOGUE - BOXER Sports Car Architecture II," at next month's Frankfurt Motor Show.

And above? That's what the logo will look like.

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DISCUSSION

What the hell is a burz? It's funny because that Z is solely responsible for turning the name into something lame. BR, on it's own would have been just fine. But some marketing nitwit thought that adding a Z would make it cool. What, exactly, is this car the zenith of?

And another problem here is that Subaru gives all their current cars a proper name. So here comes the oddball with a couple of random letters for a name.