Product, supply, loyalty to aid Subaru’s recovery from lowest market share since 2003
SINCE achieving its highest-ever sales volume and market share in 2017, it has not been a smooth run for Subaru Australia, which in supply-affected 2022 is recording its lowest market share figure in 20 years..
Based on its strong sales performance in November, however – eighth place and 3.9 per cent market share – the tide is starting to turn for Japan’s most individual car-maker.
According to Subaru Australia managing director Blair Read, the brand’s golden jubilee year in Australia – it celebrates 50 years of official importation in 2023 – is already starting to gather some momentum.
Talking with journalists at a recent Subaru end-of-year media event, Mr Read described the overall supply situation as “improving and is becoming much more consistent”.
“So the outlook for us over the back end of this year and the start of next year is looking promising.”
In year-to-date terms (January to November 2022), Subaru Australia’s existing tally of 31,965 units puts it down near its 2004 total (33,619 sales), while its 3.2 per cent market share ranks as the brand’s lowest since 1999.
Compared to its 2017 record of 52,511 sales and 4.4 per cent market share, Subaru Australia appears to have suffered more than most volume manufacturers – particularly with the availability of its best-selling model, the Forester medium SUV.
Mr Read attributed difficulty in sourcing Forester stock to “a variety of supply chain challenges”.
“But consistency is becoming really good and Subaru has been really great at working with us in terms of moving the model mix around to try and balance the order bank, to look after the customer, and to improve supply across the board,” he said.
Although there are “pockets” of Forester stock around the national Subaru dealer network, Mr Read said several colours and trim levels remained subject to “a wait on order to delivery time”, although the process was “starting to become quicker”.
“Forester supply is improving rapidly now so the outlook is very, very good,” he said.
“Currently, Forester is three to six (months wait time) and Outback is one to three (months).”
Mr Read added that demand for turbocharged, high-end XT variants of the Outback large SUV had been “very strong”.
Importantly, with the launch of Subaru’s new-generation XV replacement – the Crosstrek – just moments away, Mr Read said supply of this crucial small SUV was also “looking good at this stage”.
As for how Subaru Australia’s traditionally loyal buyer base has responded to these delays, “customers have been really understanding,” said Mr Read.
“We’ve done a lot of work to try and be absolutely as transparent as we can be on supply challenges. And I have to say a massive thank you to our dealer network.
“They have worked tirelessly, whether it was during COVID, during some of the regional network flooding and bushfires, and all that other crazy stuff that’s gone on – looking after their teams and looking after customers.
“So we’ve done everything we can to keep customers informed. But our dealer network has done the lion’s share of looking after people and making sure that they’ve had everything they need to know about when their vehicle is coming.”
Subaru Australia’s next task is resurrecting its sales fortunes. When questioned by GoAuto about whether the brand hoped to revive its 50,000-plus annual sales of 2017-18 or would be comfortable settling around the 40,000-unit mark, Mr Read sounded quietly confident about Subaru’s performance going forward.
“Let’s finish this year and then we’ll worry about what comes (but) we’ve got an exciting pipeline and I think we just we just try and maximise what great product we can get in and how the Australian buyer responds to it.
“You’re always looking at opportunities, but the last couple of years have been challenging … we know numbers in the market are down to supply (and) everyone has their own challenges. So we’ve just focused on doing the right thing with our customers, launching good products and making sure we do a great job of it. And if you do that the numbers will come,” he said.
On that note, year-to-date sales of the new-generation WEX that launched in May are a healthy 2023 units, which Mr Read said had “met our expectations”.
“It has been performing really, really well compared to when we launched the previous generation,” he said.
“BRZ has probably exceeded our expectations in terms of its (sales) performance. So we’re happy with both.”
Due to supply constraints of the Forester, the Outback is barely a hundred units shy of becoming Subaru Australia’s best-selling model in 2022, and its new turbocharged XT flagship (launched in September) appears to be helping.
Mr Read said Subaru Australia “knew there was strong demand” for the Outback XT and that the model “would appeal particularly to our loyal buyers”.
“And we think it fits well in the market here. So early days, but it’s started well,” he said.
Subaru sales in Australia 1998-2022
* Year-to-date 2022 (January-November)
Keyword: Subaru plots sales bounce-back