Subaru continues to be in a class by itself in terms of higher sales, having already set an all-time U.S. sales record as of October. Sales for November and December will merely pad the record and make it even bigger.
After 10 months, Subaru’s U.S. sales were 347,890. That tops the previous record for an entire year of 336,441 in 2012. It was also the fifth all-time annual sales record in a row, and the sixth year in a row its US sales increased. According to Subaru, no other brand increased U.S. sales each of the last six years. Subaru is a subsidiary of Japan’s Fuji Heavy Industries.
Not only are sales through the roof, Subaru is not relying on discounts to fuel higher sales. Tom Doll, president and COO, said Subaru’s incentives are among the lowest in the industry. Analysts attribute Subaru’s success to a strong, consistent brand image, and redesigned models with more attractive exterior styling, favorable word of mouth and highly loyal customers.
The brand expects to keep the momentum going. Subaru showed off the 2015 Subaru WRX, a high-performance model based on off-road racers. A new, 268-hp 2.0-liter turbo engine with direct injection powers it. The new WRX also gets that model’s first six-speed manual transmission.
More immediately, Subaru expects to introduce the Subaru XV Crosstrek Hybrid – Subaru’s first-ever hybrid vehicle – in December. Analysts expect the hybrid to be a good match with the brand’s outdoorsy, environmentally friendly customer base.
Through October, Subaru’s U.S. sales were up 28 % from the same 10-month period in 2012. By comparison, total industry sales were up 8.4 % to 13 million after 10 months. Subaru had by far the biggest percentage increase of any brand with sales of at least 300,000 through October, according to AutoData Corp.