Have Subaru WRX/STI sales finally reached the peak?
Looking at the numbers alone, would suggest 2016 Subaru WRX and WRX STI performance car sales have reached their peak and are on their way down in the U.S. WRX/STI sales in the U.S. saw the sports cars sell 8.4 percent less than the same month a year ago. In Canada, WRX/STI sales were up 27.8 percent over the same month last year. Have WRX/STI sales reached their peak in the U.S.?
WRX/STI sales are up a staggering 35.1 percent for the year in the U.S. and the performance cars lead the brand in percentage of sales increase for the entire lineup. Has demand slowed toward the end of the year? The U.S. was down 226 WRX/STI sales in November. It could be the result of something else as demand for the Forester SUV in North America is effecting production of WRX/STI. Subaru has a problem of supplying enough vehicles around the globe.
Fuji Heavy Industries (FHI) produces the WRX/STI performance sedans in Japan and they are struggling to keep production up as Forester is also in big demand in the U.S., Australia and Europe. FHI is trying to juggle their Japan production line as it’s taking “two and a half months to deliver vehicles," says, FHI President and CEO Yasuyuki Yoshinaga. This is a global issue for Subaru as sales are up in North America, Australia and Europe.
December sales will reveal if this a downward trend for the 2016 WRX/STI or if it’s a production issue for FHI in Japan. FHI says production in Japan decreased due to fewer working days. (one day less than October 2014), and production decreased in Indiana as a result of less overtime. Subaru is expanding their plant in the U.S. which will help eliminate the backlog and get more vehicles to their showrooms.
2016 Subaru WRX and WRX STI performance sedans are still selling well as performance enthusiasts like the new-generation sedans. Subaru says they continue to attract new customers for all their models including WRX/STI at a record rate.