I have watched the Subaru brand for decades and know they do things differently than other automakers. They have unique approaches to making their Outback, Crosstrek, Forester, and other models. Their vehicles are set apart from all other car brands and its why they have had great success. Can they keep it going?
Here is why Subaru Corporation and Subaru of America will remain among the most successful automakers. To look to the future, you have to understand Subaru’s past. Some of this information comes from CNBC from the YouTube video below.
Subaru started as a small, scrappy Japanese brand, brought to the States by two American businessmen in the 1960s, and was quickly met with ridicule. But the small Japanese automaker persisted and, over the decades, has gone from being a small niche player to one of the most successful brands in America.
When Subaru entered the U.S. market in the 1960s, critics panned its new car as ugly, and Subaru even advertised its cheap ugliness. One of the company’s first automobiles, the 360, was the first Subaru sold in North America. Consumer Reports called it, “the most unsafe car on the market.” It was also ugly.
Over the next several decades, Subaru would become a highly successful brand “through a combination of offbeat but practical cars and a relentless focus on understanding its customers.”
Under the leadership of CEO Tom Doll, Subaru of America enjoyed a 93-month sales increase streak that ended in 2019, and it has found ways to survive during the coronavirus pandemic and part shortages.
Subaru had quality issues in the 2016 and 2017 model years.
The intense demand for vehicles like the Forester, Crosstrek, and Outback has created challenges and, at times, brought growing pains, quality issues, and recalls that led to an unusual quarterly loss in 2018.
Prepare for the shift to electric vehicles.
There is increasing pressure on the small Japanese automaker to develop a new electrification strategy. Subaru Corporation has met that challenge by ramping up its electrification plan and bringing eight new electric models by 2028.
Subaru’s partnership with the much larger Japanese automaker Toyota allows them to collaborate on electric and battery technology. Subaru is ready to launch into the new electric vehicle age.
Here is why Subaru is unique and will remain successful.
Subaru Only Traits
Subaru Performance is here to stay.
1. Subaru WRX performance sports car technology is available in models like Outback, Forester, Crosstrek, etc. Subaru has not abandoned its performance division and works closely with its performance partner, Subaru Technica International. Subaru will launch an all-electric STI called the STe before the decade’s end.
2. Subaru Symmetrical all-wheel-drive
Subaru’s memorable slogans include “The Beauty of All-Wheel-Drive.” This is what makes Subaru a Subaru. It’s a Symmetrical all-wheel-drive system. Subaru has been serious about it for decades since the 1970s. The all-wheel-drive system produces balance, control, and superior traction in its Outback, Forester, Crosstrek, and other models.
3. The Boxer Engine
The Boxer engine is found in every one of its vehicles. The Boxer engine is not unique to Subaru as Porsche also offers a Boxer engine, but Subaru is the only automaker to use it in every one of its vehicles.
4. Wagon like vehicles
While wagons have disappeared from the U.S. market, Subaru has the Outback, Impreza, and Crosstrek hatchbacks. They have car-like features with the benefits of an SUV. The Outback is the most popular Subaru vehicle and the number one-selling model in Subaru of America’s lineup.
5. Safety technology is a core value
Safety is synonymous with the Subaru brand. Subaru’s models are Insurance Institute for Highway Safety (IIHS) Top Safety Pick+ and Top Safety Pick winners. Subaru has a goal to have zero fatal accidents by 2030.
6. Philanthropic Work
It’s not unusual for an automaker to give to charitable causes, but Subaru makes it a core value. Subaru has partnered with philanthropic groups like The American Society for the Prevention of Cruelty to Animals and ASPCA and sponsors the adoption of animals at its retailers.
Subaru’s annual “Share the Love” event generates millions in donations. Subaru and its participating retailers aim to reach more than $285 million in donations to returning national charity partners in 2023.
Subaru will remain a force in the auto industry because the small Japanese automaker has a strong brand presence, a loyal following, unique products, and, most importantly, a history of listening to its customers.
This article was originally published on TorqueNews.com
About Denis Flierl
