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| The Subaru XV, part of the Impreza range. |
Subaru is a small fish struggling to survive in a big pond with some big fish. Recently Toyota took a modest share in the brand to help it. Japanese companies have a balance of competition and assistance.
The Subaru line up is unusual. It is based around just three models, assisted by Kei cars listed it seems under 'Mini'. The term OEM I believe means 'original equipment manufacturer' and I therefore take as a model brought in from another Japanese firm. If anyone can help with that one, please leave a comment.
The sudden increase in the Impreza sales is due to the new model, but especially the XV variant which has just arrived. The Legacy and Forester models are very consistent sellers for Subaru.
| Sales By | - Model | ||||||
| 11 | 12 | 13 | Sales | Share | +/- | ||
| 3 | 3 | 1 | Impreza | 244,114 | 33.7% | 105% | |
| 1 | 1 | 2 | Legacy | 231,667 | 32.0% | -1% | |
| 2 | 2 | 3 | Forester | 165,723 | 22.9% | -3% | |
| 4 | 4 | 4 | Mini | 50,372 | 7.0% | -45% | |
| - | 7 | 5 | BRZ | 16,811 | 2.3% | ||
| 5 | 5 | 6 | Exiga | 7,392 | 1.0% | -8% | |
| 6 | 6 | 7 | Tribeca | 4,243 | 0.6% | -26% | |
| OEM | 3,369 | 0.5% | -63% | ||||
| Others | 775 | 0.1% | 45% | ||||
| Total | 724,466 | 13.2% |
Now for the regions. In 2008, North America passed Japan as the most important sales region and is now well ahead of the home market. Australia is a stronghold for the brand, due no doubt to the 4wd. Subaru needs to widen out to more markets to minimise it's risk when regional downturns occur, a typical small fish vulnerability.
| Sales By | - Region | ||||
| Nth Amer | 390,213 | 53.9% | 26% | ||
| Japan | 163,122 | 22.5% | -5% | ||
| Europe | 61,101 | 8.4% | 11% | ||
| China | 50,185 | 6.9% | 4% | ||
| Australia | 38,120 | 5.3% | 3% | ||
| Others | 21,725 | 3.0% | 16% |
Data source: Thanks to Fuji.
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| The Subaru Stella (Daihatsu Move) is a mini Kei Car. |
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