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Subaru Drops In KBB Brand Consideration - No New Models In The Top 10

What are the most considered car brands when shopping for a new car? A new Kelley Blue Book report says Subaru dropped in its ranking this year.


The 2022 Subaru Forester and 2022 Outback were in the top ten most-shopped SUVs one year ago, but not in 2022. A new Kelley Blue Book brand watch report says among the non-luxury brands, Subaru is down two percent from last year's report.

The new KBB report says Subaru of America is now tenth overall among mainstream car brands at eleven percent consideration. Toyota is number one, followed by Ford, Chevrolet, Honda, Hyundai, GMC, Jeep, Nissan Kia, and Subaru round out the top 10 car brands.

2022 Subaru Forester, 2022 Subaru Crosstrek, 2022 Subaru Outback
photo credit: NFL Subaru

Last year the 2021 Forester and 2021 Outback were among the Top 5 most-shopped SUVs and the Top 10 most-shopped vehicles overall. This year there are no Subaru vehicles in the top segment categories.

The new Kelley Blue Book report says Ram took the top spot in safety from Subaru, helped by the Ram 1500 being named a 2022 Top Safety Pick by the Insurance Institute for Highway Safety.

2022 Subaru Forester, 2022 Subaru Crosstrek, 2022 Subaru Outback
photo credit: North Fort Lauderdale Subaru

KBB says, "Decliners were Volkswagen and Subaru, both down two percentage points. The rest of the brands held steady."

Why did Subaru drop from the new buyer shopping consideration?

Buyers who have not purchased a Subaru vehicle before won't find any new Forester, Crosstrek, WRX, or BRZ models sitting on retailers' lots. The 2022 Subaru Forester, 2022 Outback, and 2022 Crosstrek sell as fast as Subaru Corporation can build them.

They are so popular that a new report from Edmunds says the WRX, Crosstrek, and BRZ are among the top ten most challenging to find new cars in April 2022. The new 2022 Subaru Outback Wilderness and 2022 Subaru Forester Wilderness are flying off retailers' lots, and customers are willing to wait five months to get one.

Subaru could sell considerably more Forester, Crosstrek, and other new models if they could get them from the factory. As soon as the transport truck drops off any unsold models, they are gone within a day of their pre-inspection.

When will the new model inventory improve?

There's good news for Subaru customers. Subaru Corporation gave its forecast for 2023, and it's good news for customers in the U.S. looking for its top three models and the hardest to find; Crosstrek subcompact SUV, WRX performance sedan, and BRZ sports coupe.

Subaru projects consolidated global vehicle sales of 940,000 units (up 28.1 percent from 2022). Subaru expects shortages of parts and the supply chain issues will improve, and there will be significantly more new 2023 models produced for U.S. customers next year.

Through April 2022, the 2022 Subaru WRX, 2022 Crosstrek, and 2022 BRZ are now among the ten hardest to find new cars in America. The 2022 WRX is number one among all models.

Subaru loyal owners are willing to wait for a new 2022 Forester, Crosstrek, and Outback, but new customers are likely to shop for other brands' cars with more models sitting on their lots.

You Might Also Like: Subaru CEO Warns There Are Only 5,000 New Vehicles Left For U.S. Customers

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 USA