New Subaru Outback Wilderness Is The Brand’s Halo SUV And More Is Coming
The 2022 Subaru Outback Wilderness will launch this summer, and the rugged trim will be a halo model for Subaru of America. Nikkie Riedel, the Outback carline planning manager for Subaru of America, told Automotive News recently that the Outback Wilderness is intended to be a "halo vehicle for all of our SUVs."
According to Wikicars, a halo vehicle (or halo model) in automobile marketing is "one designed and marketed to showcase the manufacturers' talents and resources and promote sales of other vehicles within a marque." Another halo example is the Subaru WRX STI.
The Subaru Outback Wilderness will only be sold in North America, and the Camden, N.J automaker will use it to draw shoppers with active lifestyles into their showrooms. Subaru says more than half of all Outback buyers put outdoorsy accessories on their SUVs like a bike rack, rooftop carrier, and snowboard or kayak strapped to the roof.
Subaru expects the Outback Wilderness will make up between 10 to 20 percent of total Outback sales, with the majority remaining in the Limited and Touring trims. Through April, Subaru of America delivered 57,231 Outback models to customers. Subaru will likely sell around 170,000 2021-2022 Outback vehicles in 2021. Subaru estimates they will sell 17,000 to 34,000 Outback Wilderness models per year.
It's unsure how much the microchip shortage will affect the Outback Wilderness launch. Subaru uses microchips for its EyeSight blind-spot monitors, tablet-style touchscreens, navigation, digital rearview mirror, and sensors that apply the brakes before a driver backs into a car in a parking lot.
Subaru aims to gain a five percent market share in the U.S., an increase from its current 4.20 percent share of U.S. auto sales. The Wilderness models could play a significant role for Subaru of America hitting the target.
What is the price of the 2022 Subaru Outback Wilderness?
The 2022 Outback Wilderness is priced from $38,120. Pricing includes $1,125 destination and delivery fees. Additional accessories include aluminum or steel skid plates for the engine, transmission, fuel tank, and rear differential.
Subaru created the Subaru Wilderness sub-brand that will include the 2022 Subaru Forester Wilderness trim launching later this year. Subaru will also bring a 2023 Subaru Crosstrek Wilderness to round out the sub-brand, but customers won't see it until sometime next year. Subaru has not announced if there will be an Ascent Wilderness.
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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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