Since achieving its highest ever sales and market share in 2017, Subaru Australia has not had a smooth run, as 2022 is hit by a record-breaking supply. lowest market share in 20 years..
However, based on strong sales performance in November – eighth place and 3.9% market share – the tide is starting to shift for Japan’s most personal automaker.
According to Subaru Australia chief executive Blair Read, the brand’s golden anniversary year in Australia – the 50th anniversary of official importation in 2023 – has begun to gather some momentum.
Speaking to journalists at a recent Subaru year-end media event, Read described the overall supply situation as “improving and becoming much more stable”.
“So the outlook for us late this year and early next year looks promising.”
Year-to-date (January-November 2022), Subaru Australia’s current total of 31,965 units has fallen by almost as much as 2004’s total sales (33,619 units), while a market share of 3.2% is ranked The ranking is the brand’s lowest level since 1999.
Compared to the 2017 record of 52,511 sales and 4.4% market share, Subaru Australia seems to have suffered more than most of the bulk manufacturers – especially given the availability of the model. bestseller, the Forester midsize SUV.
Mr. Read attributed the difficulty in sourcing Forester’s goods to “many supply chain challenges”.
“But the consistency is getting really good, and Subaru has been really great working with us on moving the hybrid models around to try and balance the order bank, take care of the customers. and improve supply across the board,” he said.
Despite “bags” of Forester stock across Subaru’s nationwide dealer network, Read said some colors and trim levels are still “pending order to delivery,” despite the process. This is “starting to get faster”.
“Supply of foresters is improving rapidly so the outlook is very, very good,” he said.
“Currently, the Forester is three to six (months wait time) and Outback is one to three (months).”
Mr Read added that demand for the premium, turbocharged XT variants of the Outback large SUV is “very strong”.
More importantly, with the launch of Subaru’s next-generation XV replacement – the Crosstrek – just moments away, Read said the supply of this all-important small SUV also “looks good at this stage” “.
Mr Read said of how Subaru Australia’s traditionally loyal buyer base has responded to these delays, “customers have really understood.
“We did a lot of work to try to be as transparent as possible about our supply challenges. And I have to say a big thank you to our dealer network.
“They worked tirelessly, whether it was during the COVID period, during some of the floods and wildfires in the regional network, and all the other crazy things going on – taking care of their team. and customer care.
“So we did everything we could to keep our customers informed. But our dealer network has done the most important part of taking care of people and making sure they have everything they need to know when their car is coming out.”
Subaru Australia’s next mission is to restore its sales fortunes. When questioned by GoAuto about whether the brand hopes to recover annual sales of more than 50,000 units in 2017-2018 or will comfortably settle around the 40,000-unit mark, Mr Read seemed quietly confident. about future Subaru performance.
“Let’s end this year and then we’ll worry about what’s to come (but) we have an interesting sales system and I think we just have to try and maximize the great product that we have. we may receive and how Australian buyers respond to the product.
“You’re always looking for opportunities, but the last few years have been challenging… we know the numbers in the market are down as supply (and) everyone has their own challenges. So we just focus on doing the right thing with our customers, launching good products and making sure we do it well. And if you do that, the numbers will come,” he said.
On that note, year-to-date sales of the new generation WEX launched in May are a good number for 2023, which Mr Read said has “met our expectations”.
“It has performed really well compared to when we launched the last generation,” he said.
“The BRZ has probably exceeded our expectations in terms of (sales) performance. So we are happy with both.”
Due to Forester’s supply constraints, the Outback is just a hundred units away from becoming Subaru Australia’s best-selling model in 2022, and the brand’s new turbocharged flagship XT (launched in September) seems to be helping. useful.
Mr Read said Subaru Australia “knows that there is strong demand” for the Outback XT and that the model “will particularly appeal to our loyal buyers”.
“And we think it’s a great fit for the market here. So early days, but it’s off to a good start, he said.
Subaru Sales in Australia 1998-2022
|
The sale |
Repost |
|
|
2022* |
31,965 |
3.20% |
|
2021 |
37.015 |
3.50% |
|
2020 |
31,501 |
3.40% |
|
2019 |
40.007 |
3.80% |
|
2018 |
50.015 |
4.30% |
|
2017 |
52,511 |
4.40% |
|
2016 |
47,018 |
4.00% |
|
2015 |
43,600 |
3.80% |
|
2014 |
40.502 |
3.60% |
|
two thousand and thirteen |
40,200 |
3.50% |
|
2012 |
40,189 |
3.60% |
|
2011 |
34,011 |
3.40% |
|
2010 |
40.025 |
3.90% |
|
2009 |
36.506 |
3.90% |
|
2008 |
38,497 |
3.80% |
|
2007 |
38,445 |
3.70% |
|
2006 |
37,520 |
3.90% |
|
2005 |
36,044 |
3.60% |
|
2004 |
33,619 |
3.50% |
|
2003 |
29,824 |
3.30% |
|
2002 |
28,112 |
3.40% |
|
2001 |
27,049 |
3.50% |
|
2000 |
26.647 |
3.40% |
|
1999 |
25,164 |
3.20% |
|
1998 |
20,445 |
2.50% |
* From the beginning of 2022 (January to November)
