How loyal are Subaru Forester, Outback, and Crosstrek customers? According to a recent report from Automotive News (by subscription), Subaru's loyalty rate in 2020 was 70.4 percent, in 2021 through August 31, 2021, Subaru of America's loyalty rating slipped to 69.2 percent. This year, Subaru dropped again to 63.8 percent.
photo credit: Patrick Subaru
In 2021, Subaru was third in customer loyalty behind Ferrari and Tesla. Now Subaru drops to fourth place behind Tesla, Ford, and Ferrari.
How does Subaru's customer loyalty rank with the top ten car brands in 2022? Here are the top ten car brands in customer loyalty through August 2022. The U.S. industry average is 59.2 percent brand loyalty. Now four automakers rank ahead of Subaru, with Hyundai-Kia moving up.
1. Tesla 81.2
2. Ford 68.8
3. Ferrari 67.7
4. Hyundai-Kia 66.5
5. Subaru 63.8
6. Toyota 62.7
7. GM 61.6
8. BMW 57.0
9. Mercedes-Benz 54.5
10. Honda 52.8
photo credit: Patrick Subaru
Which automakers have the worst customer loyalty?
Jaguar Land Rover has the worst loyalty rate at 30.4 percent, Mitsubishi at 46.2 percent, Volvo at 47.6%, Stellantis at 48.1%, and Mazda at 50.0% round out the bottom five car brands.
Why is Subaru's loyalty slipping? It's due to low new vehicle inventory, global microchip shortages, and supply chain issues regarding the lack of parts. Subaru of America still has the tightest supply of new cars. A report from Automotive News (by subscription) reveals Subaru's new model inventory is now at six days supply as of October 1, 2022, up two days compared with September 1, 2022, at four days. It's still well below the U.S. average at a forty-two-day supply.
2022 has been defined by short supplies of new Forester, Outback, and Crosstrek, the brand's top three selling all-wheel-drive models. Subaru was forced to shut down new vehicle production in Japan five times this year.
Many Forester, Outback, and Crosstrek customers are return customers trading in a Subaru vehicle. With few new models to sell, many customers are ordering a new model and waiting for months for Subaru to deliver the new car.
Subaru customers remain loyal to the brand even with the razor-thin new car inventory of its most popular models; the Crosstrek Outback and Forester. They are willing to wait months for their new all-wheel-drive to be built and delivered.
The good news is customers looking for a 2023 Subaru Forester compact SUV, 2023 Crosstrek subcompact SUV, 2023 Outback midsize SUV, and other new models, supply is increasing. Check out the report below.
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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