Subaru is pulling off what no other automaker has been able to do; sell a wagon in North America. The 2020 Subaru Outback just had its best September ever, and Subaru of America delivered more wagons to customers than any other model. Outback sales increased 51 percent in September 2020, with 17,023 units and 11,281 sales the same month a year ago.
A recent CNBC report says wagons have nearly vanished from U.S. roads and what the Subaru Outback is doing defies the odds. Data from J.D. Power shows the newly-remodeled Outback makes up an overwhelming 85.7 percent of all wagon sales in the U.S. All other wagon sales account for just 0.2 percent of all sales.
Volkswagen pulled the Golf SportWagen and Golf Alltrack wagons from the U.S. market last year because of slow sales. Jaguar is dropping the XF Sportbrake wagon because Americans aren’t buying them. Volvo still offers the V60 wagon in the U.S., but how does it compare?
How do Outback sales compare with the Volvo V60?
Subaru has sold 106,346 Outback models through September because it offers outstanding value for shoppers. Volvo has sold 2,903 V60 Cross Country wagons in 2020; less than 3 percent of Outback sales were year-to-date.
Is the Subaru Outback a good value?
The 2021 Subaru Outback base model starts at $26,795 with standard all-wheel-drive. The top-trim 2021 Outback Touring XT with a 2.4-liter turbocharged engine starts at $39,945, still less than the Volvo V60. The Volvo V60 is still available in the U.S., but you will have to pay $45,450 for the Cross Country with all-wheel-drive.
Subaru created a niche market with the SUV-alternative Outback and is doing what no other automaker has been able to accomplish. The Subaru Outback is a lifted wagon with a “go-anywhere” attitude, and the Japanese automaker is having unbelievable success with it.
While the competition is pulling out of the U.S. market, and Volvo sells few of the V60 Cross Country wagons, Subaru of America is gearing up to sell even more record numbers of the 2021 Subaru Outback model.
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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