Subaru Boss Says How They Fix Past Quality Issues And Improve New Models Now

Quality issues hit Subaru hard on its top models like Forester, Outback, and Ascent. The Japanese automaker has struggled with recalls on many of its cars in recent years. As Torque News reported recently, one of the most significant issues for Subaru of America is that they grew so fast in the past decade. Record sales caused quality issues as manufacturing overlooked the culture inside its factories.

As a result, workers cut corners to keep up with the demand for its all-wheel-drive cars. What is Subaru doing now about its quality issues? In a recent interview with Automotive News (by subscription), CEO Tomomi Nakamura revealed what the Japanese automaker is doing to fix past and present problems and improve future quality in the new 2021 Forester, Outback, and Ascent models.

Photo credit: Competition Subaru

Nakamura told AN, "We are making good progress in quality reform. There are two approaches. One is to ensure we have the right quality for vehicles currently in development. The other is to react and come up with solutions to defects in vehicles already in the market."

Torque News reported last year, Subaru had a string of very costly recalls of its Forester, Crosstrek, and new Ascent SUVs. The Ascent was hit the hardest with transmission issues and even put on Consumer Reports ten least reliable cars list. It's not a list the Camden, N.J. automaker wants to be associate with.

Photo credit: Competition Subaru

Subaru says they are now changing the entire development process to improve quality. Nakamura says, "And we definitely see an improvement." The Subaru boss says quality has improved in its top two models, the Forester SUV and Outback wagon.

Nakamura explains that's it's a slow process as the product cycle, and new vehicle development takes about five years for each model. The Japanese automaker started the recent "activity" and quality control process in 2018 when the new-generation Forester began production.

Photo credit: Competition Subaru

The Subaru CEO says, "To see a 100 percent impact, it will take until the vehicles in the next full model changes."

How is Subaru dealing with older vehicle issues?

Unfortunately, Subaru is dealing with past quality issues in some vehicles before the new reforms took place. Torque News reported In 2018-2019 alone, Subaru of America announced at least 13 recalls for its all-wheel-drive cars. A global recall in March 2019 affected as many as 2.3 million Subaru vehicles worldwide.

Nakamura says, "There are a lot of vehicles to take care of. Retailers and customers aren't feeling that improvement yet. Retailers text me and say, "You don't understand the situation in the market. But we do understand."

One key indicator that Subaru quality has improved is the number of recent recalls. Torque News reported in September, recalls for Subaru of America spiked in 2019, with eighteen recalls affecting Forester (2), Outback (2), Crosstrek (5), Ascent (5), Legacy (2), and Impreza (2).

For the 2020 model change, Subaru only issued two recalls: the 2020 Subaru Outback and 2020 Legacy sedan. The two models had a brake pedal mounting bracket that may have had an insufficiently tightened or missing bolt. There have been no other recalls in 2020.

Tomomi Nakamura says he is confident about the improving quality of its vehicles. "Retailers are coping with these defects and working hard every day. They might not see that improvement yet. But I am putting all my heart and soul into improving quality, and I know the situation in the U.S. People might not be feeling the improvement right now. But it will come, and they will feel it."

Subaru Corporation also made organizational changes by establishing a new Quality Assurance Management Office that was operational on April 1, 2020. The new Quality Assurance office is under the direct control of the Executive Vice President, Atsushi Osaki (Chief Quality Officer).

Osaki oversees group-wide quality assurance and develops and manages the Subaru Group's organizational structure and systems to assure quality, maintain their effectiveness, and continually improve them.

Nakamura says, "So even though we see improvements in the vehicles developed today, retailers and customers are still dealing with those (older models) on the market, one by one."

Is quality improving in the 2021 Subaru Forester, Outback, Crosstrek, and Ascent models? Subaru's quality control plan seems to be working as Subaru has no new recalls in 2020.

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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, Competition Subaru