Subaru has been on a roll lately and the surging profits are making the automaker reconsider its status as a niche brand.

Subaru has been on a roll lately and the surging profits are making the automaker reconsider its status as a niche brand.

In an interview with Bloomberg, Subaru President Yasuyuki Yoshinaga said the company is at a "major turning point" and there have been a number of internal debates on whether the brand should chase sales or continue doing what they do best. As he explained, “Some people in the company may want to make mass-market products or cheaper cars, but is this really the right direction for Subaru?”  Yoshinaga didn't say but he did confirm the company will begin working on a long-term plan later this month.

Whatever happens, Yoshinaga believes "It shouldn’t just be about volumes. We should be making cars only Subaru can make that are a little more expensive and more profitable than the competition.”

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Subaru considering going mainstream - report