Historically, Subaru only manages sales which are a
mere fraction of its competitors. This year however, the erstwhile auto
industry cellar dweller’s numbers have been picking up steadily, making the
competition sit up and take notice.
Record year
As of August, 2014, Subaru sales are up 18.6% which is
well-ahead of the industry’s 5.1% gain. In other words, the Subaru brand is
doing better than the auto industry in general. Officials have touted 2014 as
another record year for the company.
The crossover
What sparked this monumental sales spurt is the
proprietary concept of a vehicle with SUV capabilities crammed into a sedan
form factor. The result is Subaru’s original bestselling Outback whose sales
rose 12% in the previous month.
Sweet spot
Auto industry analysts agree that Subaru does well
because it hits its customers’ sweet spot when it matters, which essentially
means the company rolls out a model that answers the public’s needs. As gas
prices rose, so did the demand for mid-sized or compact SUVs. The launch of
Subaru’s Forrester and Outback couldn’t have been timed better. Another variant
on the rise is the XV Crosstrek which is based on the compact Impreza.
Can’t please
everybody
Subaru doesn’t strive to make cars for everyone. The
company merely wants to focus on niche markets to give them dependability and
value in a sleek, glossy package. In a way, Subaru’s secret isn’t a secret at
all. It’s something all carmakers have known all this time, but failed to
deliver.
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