Subaru Sets 10 Year Sales Record. Congratulations. But We Ask You The Car Experts. WHY?

Subaru of America, Inc. reported record-breaking sales of 680,135 vehicles for the 2018 calendar year; an increase of 5 percent over the previous annual record of 647,956 vehicles set in 2017. This marks the tenth consecutive year of record sales for Subaru of America and eleventh consecutive year of sales increases.

TEN YEARS OF RECORD SALES! Impressive.

Yet to us...PUZZLING to say the least.

Now don't get us wrong, we're not Subie haters. In fact, I go all the way back to 1979 when I was holding onto the rear bumper of my University of Colorado Football Teammate's BRAT and sliding around icy parking lots in Boulder for fun.

And we've always been impressed with their AWD performance. For the record at their price NO ONE beats it in ice and snow.

So we're not surprised they sell. But we ARE surprised with the amount of competition out there that they sell as well as they do.

Let's face it...

Are they the best looking cars for the money? No. Actually, to our eye the Crosstrek is the only model that is actually good looking.

Do they have the best tech? Well, only if you consider twenty year old tech the best.

Do they get amazing mileage for their size compared to the others. HELL NO. For their size, it's actually quite disappointing.

Are their interiors best of breed? All we can say is the 80's Corolla look wasn't even good in the 80's.

Are they the MOST reliable in their class. No, but they are pretty damn close there.

So what on earth is it that make so many people still buy them and why they still keep breaking records?

This may end up being a question for the philosophers.

Spies, discuss...




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USNA1999 - 1/22/2019 12:11:59 AM

+4 Boost

For the same reason Jeep is also setting sales records. They seem to be the “it” cars ??

Section_31_JTK - 1/22/2019 2:55:55 AM

+8 Boost

Because they deliver what their customers want - safe, reliable, vehicles that get relatively good mileage for a reasonable cost. Their AWD system is one of the better ones - not a Jeep but for the conditions most folks encounter, more than adequate.

And unlike Honda, which has a huge problem with their oil dilution issue in their new CR-V, Subaru actually stands behind their vehicles. They had some bad CVTs so they replaced them and/or gave them 10 year warranties.

PUGPROUD - 1/22/2019 5:46:34 AM

+3 Boost

Ditto. Have owned three in the past...two were great vehicles. The third wasn't right out of the box and three months after purchase Subaru replaced it after sending an engineering inspector to examine it. No hassle, no argument just took care of it on the spot. A great brand as noted above, particularly in Northeast snow country where it built its reliable reputation.

Dexter1 - 1/22/2019 7:39:36 AM

+1 Boost

In their advertising, Subaru doesn't actually sell the car. It sells the lifestyle a Subaru can offer. Adventure. Family. Dogs. Camping. Outdoors. The journey ahead. They're smart.

MDarringer - 1/22/2019 8:13:13 AM

-15 Boost

Subaru has been very successful at marketing their products to so-called "fringe" people.

They were successful in convincing lesbians that the inferior vibration of the Super Beetle engine would provide a pleasurable driving experience on their way to Lowes to buy nails for the nail gun.

They next set their sights of serial-breeding import tuner boys and were successful in convincing them to divert some of their profits from meth sales into buying a WRX that made loud farting noises.

Then they zeroed in on the Portland/Seattle hipsters who are nose-uppity, viciously intolerant, living off of mommy and daddy while they find themselves, and told them a Subaru would be the ideal vehicle to be seen in when they drive to #ToxicMasculinity and #WhitePrivilege #Antifa protests.

100% brilliant marketing given that the cars are horrible.

Foncool - 1/22/2019 8:21:52 AM

-9 Boost

Very good and spot on, waiting for a modern version of the Brat called the Butch with plaid flannel seats trimmed in corduroy.

ricks0me - 1/22/2019 8:24:36 AM

+5 Boost

MD / Foncool >>> I am speechless !!!

Foncool - 1/22/2019 12:16:13 PM

-2 Boost

Be offended all you want but it’s a fact. http://marketingtherainbow.info/case%20studies/cs%20cars/subaru.html

zlives - 1/23/2019 7:36:43 PM

+2 Boost

nice you found the one closeted, self hating, gay bashing, marketing guy to quote...

Truthy - 1/22/2019 8:56:03 AM

+5 Boost

Good branding. They have been consistent in their branding and messaging and have not tried to be the biggest.
Cadillac management might want to study the consistency part.

countguy - 1/22/2019 9:39:55 AM

+4 Boost

They are safe and dependable cars and that sales.

atc98092 - 1/22/2019 10:51:43 AM

+4 Boost

I don't think your comment about the tech nor the interiors are accurate. For tech, Eyesight is really hard to beat, and is vastly better than Toyota or Nissan, just as a couple of examples. And for interiors, it depends on the trim. I have a 2018 Outback Touring 3.6R (top trim level), and the interior is as nice or nicer than the 2012 Audi Q5 I traded in for it. The 3.6 is more powerful than the Audi 2.0T, and gets about the same or slightly better MPG.

280SE - 1/22/2019 11:03:41 AM

+3 Boost

Subaru designs strike me as highly derivative of Honda, Nissan, and Infiniti designs and I am surprised they haven't been called out more for that. I used to find their interiors basic, but their simplicity has grown on me as other interiors have gotten more offensive and garish.

Other than that I have found little fault with Subaru. Subaru also deserves kudos for being the first mainstream All-Wheel-Drive brand which enabled them to achieve solid foothold in many less temperate climates (Northeast and Northwest US). I personally have never considered purchasing a Subaru as they just strike me as less refined/reliable/quiet than Toyota/Honda however the Ascent is the first car of theirs I see as a viable alternative.

CANADIANCOMMENTS - 1/22/2019 11:39:23 AM

+3 Boost

AWD for everyone who does not live in a southern climate where it does not even rain much. Cooler than driving a Honda, Nissan or Toyota. An alternative choice for those who like LL Bean and being outside with the kids and the dog(s). Frugal for a family that wants to spend their money on experiences vs impressing the neighbours. A wagon for the single digit % of people who would not ever drive one. Dependable safe cars that are a bit dull but get you safely from A-B in the winter.

Foncool - 1/22/2019 12:24:21 PM

0 Boost

Here’s another group where Subarus are big and they didn’t even target market them. A lot of Replica Porsche 356 owners use Subaru engines.

ricks0me - 1/22/2019 6:54:55 PM

0 Boost

Foncool: Not offended by your post or MD post. You might say that I didn't see it coming. I know Matt does not like Subarus. I am glad everyone likes a different flavor. I always like reading the comments whether I agree or not. Peace ... I'm out

Foncool - 1/22/2019 7:24:35 PM

0 Boost

While I am a bit of a sarcastic smart ass, many people don’t realize but it is well known in the industry that Subaru’s marketing plan has been for years to target the LBGTQWXYZ (did I miss a letter?). And it was a brilliant strategy it’s driven their sales to records year after year.

MDarringer - 1/22/2019 7:28:16 PM

-3 Boost

Rick, I assumed you'd see the absurdity and biting sarcasm in the humor. It's the kind of humor that Lefties love from their Lefty Hollywood comedians. The leftie dimwits here have ZERO sense of humor. They feign to be offended because they are so into the #SJW #BS that they are only cool if they are perpetually upset and angry about something. And then shout incessantly about it in public. I provide the trigger. Their heads explode. They are not smart enough to ignore me, but they are arrogant enough to believe that voting me down by their multiple accounts will make my feeling-weelings all hurty-wurty. #WRONG. If you're a snowflake, I'm the blow torch here to atomize your idiocy.

xjug1987a - 1/22/2019 8:26:53 PM

0 Boost

Keep it coming Matt!

mini22 - 1/22/2019 7:43:59 PM

+3 Boost

For the most part there dull cars for vanilla people who need the comfort of AWD. The WRX does inject a bit of excitement into the Rice crowd as did the BRZ/86. They've been around long enough that they are immediately associated with AWD. Unlike a lot of car makers most of their engines are port and direct injected. This does clean up the carbon blowback on the valves. Further they generally have good longevity if the vehicles are taken care of.

MrEE - 1/22/2019 7:49:38 PM

+3 Boost

The biggest influences are the top safety ratings (IIHS) and top CR ratings. The perception that AWD is not costing a premium and non-controversial styling also helps. Reliability isn't class leading but generally good.