The 9-Year Subaru Streak You Didn’t Know About
Subaru of America is on a nine-year streak because of its Forester compact SUV, Outback crossover, and Crosstrek small SUV. The all-new Ascent 3-Row family SUV has also played a key role in helping the Camden, N.J. automaker pull off the record. According to a new report from Automotive News (by subscription), it's Subaru's ninth consecutive year it grew its market share in the U.S.
Subaru now has a 4.2 percent market share in the U.S., a 0.1 percent gain in 2020 in a challenging year. "It doesn't sound like much, but we are happy, given some of the bigger challenges we had when things started falling off the rails in the spring, that we could still turn out a market share increase," said Jeff Walters, Subaru of America's senior vice president of sales.
It's good news for customers in the U.S. because it means Subaru Corporation will continue to focus on the models you want most. Subaru of America is the Japanese automaker's largest market with 66 percent of its global sales and listens to retailers and customers.
Customers in the U.S. asked for a Crosstrek small SUV with more power, and Subaru Corporation listened and brought the 2021 Crosstrek with a more powerful 2.5-liter engine. In 2019, customers and retailers asked Subaru to build a new 3-Row SUV to replace the Tribeca, and they delivered with the new Ascent family hauler for U.S. customers.
Photo credit: Competition Subaru
Both the 2021 Crosstrek and Ascent have helped the automaker grow market share, passing Kia, Dodge, GMC, and Volkswagen during the streak. Walters says it's because of models like the 2021 Forester, Outback, Crosstrek, and Ascent SUVs.
"When we started this nine years ago, and just the overall increase in sales going back about 12 years, that started with just having a good product and the right product, doing very well with right-sizing of SUVs with the right content. Forester, Outback, Crosstrek, and Ascent will carry us in 2021," Walters said.
What's next for Subaru of America?
Subaru of America will launch the second-generation 2022 Subaru BRZ this spring and the redesigned WRX performance sedan in the fall. The two sports cars will get complete remodels with new engines and architecture. Subaru says they won't offer the two models in Europe.
Subaru and Toyota will collaborate on a new all-electric SUV coming to U.S. shores in 2022. It will be about the same size as the Subaru Forester and will be distinctly Subaru. Other global markets won't see the all-new Subaru battery-electric SUV until 2025. Four new models are coming for U.S. customers later this spring, including the 2021 Subaru Forester and Outback special edition models.
The nine-year sales growth streak is good news for customers in the U.S. They will get the latest upgrades on its top models like the 2021 Subaru Forester compact SUV, Outback crossover, Crosstrek small SUV, and Ascent 3-Row family SUV before other global markets.
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Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.
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Photo credit: Subaru