Autocar: Subaru staying in Europe despite 2020 "disaster"

[James in Västerbotten]

There's a strange article in Autocar (UK motoring magazine) - stange because the by-line of the interview with International Motors boss John Hurtig seems to suggest IM are responsible for importing Subaru to all of continental Europe (it's just the UK, Ireland and Nordics).

Subaru’s British and European operation is being radically overhauled after the Japanese firm suffered a “ridiculous” year for sales in 2020, according to its UK managing director.

While most brands recorded substantial falls in registrations across the country, due to the pandemic, Subaru (which is run in the UK and Europe by British independent importer International Motors) was the hardest hit of any, with a year-on-year decrease of more than 68% compared with 2019.

It shifted only 951 cars last year, compared with just under 3000 the year before. In August, Subaru’s 69 UK dealers clocked up just 34 registrations between them.

“2020 was a horrible year,” admitted John Hurtig, who moved from heading up Subaru’s Nordic operation to become UK boss last summer. “What can you say? It’s just an embarrassing number. There’s no more context, to be honest.”

I think the bigger story is that sales in the UK have particularly bad. But further on, there is sadly no mention of the 2021 Levorg for the UK...

New cars in the pipeline are hoped to pick up some of the slack of the sales recovery. These include an updated XV, a facelifted Forester and the new Mk6 Outback off-road estate landing on UK shores in May.

Furthermore, Subaru will detail its first battery-electric car: an SUV, developed as part of a joint venture with Toyota, that will go on sale by 2025.

Full article: https://www.autocar.co.uk/car-news/industry-news-retail/analysis-subaru-staying-europe-despite-2020-disaster

 

[nicodache]

Well, as long as they're staying, and my dealer not closing, I'm happy \o/

My 'vorg clocks at 105000km, and I've just got the front end links bushings replaced, and will get the front brakes next week, looking forward to another 105k trouble-free

Hopefully by the time by car is due for replacement, they'll still be there, with a Levorg Gen4 or something

 

[Guvna]

Yeah it's wierd, Subaru is not a very big Car dealer worldwide, and I'm buggered if I understand why.
I love their cars as much as I hate the Levorgs suspension, and thats alot.
Apart from the ball drop with the Bilsteins I've nothing but good things to say about them.

 

[James in Västerbotten]

If there’s one thing the boss seems to get right, it’s that Subaru’s image in the UK is still defined by the rally driving, STi and WRX. People still associate Subaru with those high performance cars and the (ahem) people who drive them.

Here in northern Sweden, it’s completely different. People with families and moderate to enthusiastic engagement outdoor hobbies love them because they’re good in winter and reliable.

Meanwhile, in America, there’s a whole other socio-political-cultural thing, where driving a Subaru represents something.

Unfortunately for IM, who represent Subaru in a relatively small number of markets, the marque doesn’t have an appropriate or accurate brand image in the UK.

 

[Guvna]

They aren't hugely popular here in Australia either, don't get me wrong there are quite a few around, and anyone who ever owned one WILL own another, very loyal because they are so good. But as far as outright number of sales go Subaru isn't that major down here compared to other manufactures, or really in Japan either (Subaru is like 7th). America is a huge market for them, I'm surprised they don't have the Levorg there yet. The USA pretty much get whatever they want from Subaru because it's their biggest market (70% of their sales). The WRX came out with no tow rating, USA got that changed, they also got their CVT warranties extended to 10 years in the USA, wish we got that too lol. If enough of them want it, they'll get it eventually.

 

[James in Västerbotten]

I'm surprised they don't have the Levorg there yet.

Agreed. I read somewhere that some critical aspect of the Levorg was designed from ground up for the American market, and yet the car was never sold there. Perhaps Subaru USA are afraid a smaller wagon would cannibalise the strong sales of the more profitable Forester and Outback? If 90% + of Subaru drivers are loyal to the brand, why give them a less expensive model when they would just as likely pay $10,000-20,000 more for a bigger one?

 

[Guvna]

True true
Damn Capitalism! lol