While much of the North American car market was in huge sales funk in 2009, Subaru managed to not only increase sales, but increase them by 15 percent…smashing the previous sales record of 200,703 units sold in 2006.
(Today's Subaru Press Release is below)
So why did Subaru sell so many cars when most of the rest of the world's biggest car makers saw a sales slump?
We suspect that it is a classic success story of a niche product and brand going more mainstream.
Plus, Subaru was one of the first car makers (if not the first car maker) to pioneer the crossover with the original Forester model. And let's face facts…crossovers are the new SUVs and Subaru is riding crossover wave all the way to the bank.
CHERRY HILL, N.J., Jan.5– Subaru of America,
Inc. today announced a record breaking sales year as the company sold
216,652 units in 2009, an increase of 15-percent. This breaks the
previous sales record of 200,703 units sold in 2006. The also marks a
record sales month for December 2009 as the company sold 23,074 units –
an increase of 33-percent – versus 17,287 units sold in December 2008.
"December represented another record month for Subaru, capping off
the best year in the history of the company, in both sales and market
share," said Tim Colbeck, senior vice president of sales, Subaru of
America, Inc. "I also believe Subaru is well-positioned to continue its
success into 2010. We have the right products, marketing and dealer
network providing us with a strong foundation for future growth."
Dec-09 Dec-08 % chg YTD Dec-09 YTD Dec-08 % chg
Legacy 3,620 1,824 98% 30,974 22,605 37%
Outback 8,376 4,067 106% 55,356 44,271 25%
Impreza 3,647 4,192 -13% 46,611 49,098 -5%
Forester 7,223 6,499 11% 77,781 60,748 28%
Tribeca 208 705 -70% 5,930 10,975 -46%
Total** 23,074 17,287 33% 216,652 187,699 15%
**2008 total does not include 2 Baja sales in 2008
"We really owe this tremendous
success to both our retailers and employees, who executed the business
plans we set in place," said Thomas J. Doll, EVP and COO of Subaru of
America, Inc. "Along with our vision and their belief in the Subaru
brand, they helped make that vision a reality," Doll continued.