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The 10 Cars Brands You Pick First - Why Subaru Is Now In Last Place

Which car brands do new car shoppers pick first? An updated Kelley Blue Book report says that Subaru is still 10th overall and why they can't move up.

How many new car shoppers considering buying a 2023 Subaru Forester, Crosstrek, Outback, or other all-wheel-drive models?

An updated Kelley Blue Book Brand Watch report and data from Cox Automotive say that among the mainstream (non-luxury) brands, new car shoppers consider Subaru about 12 percent of the time. It is ranked 10th overall among car brands. The recent KBB report says Subaru of America has risen one percentage point from eleven percent earlier this year.

2023 Subaru SUVs

Top 10 car brands in customer consideration

Toyota is number one, followed by Ford, Chevrolet, Honda, Hyundai, Kia, Nissan, GMC, Jeep, and Subaru round out the top 10 car brands. Subaru has no models in the top 10 most considered models. The Honda CR-V and Toyota RAV4 are among the top 10 most-considered small SUVs that compete with the 2023 Subaru Forester, Outback, and Crosstrek.

KBB says considerations most important to new car shoppers are: Durability/Reliability, Safety, Affordability, Driving Comfort, and Driving Performance.

2023 Subaru Forester

KBB reveals when customers consider buying a new vehicle, they think of Subaru when considering safety. Models like the 2023 Subaru Outback, Forester, Crosstrek, Ascent, and other new Subaru models are regarded as the safest new models by new car shoppers.

Here is a new Subaru report from the Insurance Institute for Highway Safety.

Why is Subaru tenth overall in new car shopping consideration?

Subaru still has the lowest new vehicle inventory among U.S. automakers. The 2023 Forester, Outback, and Crosstrek sell as fast as Subaru of America can get them to retailers for delivery. This winter, you won't find any new 2023 models on Subaru of America's retailers' lots.

A new report from Subaru Corporation says Subaru of America still has about 48,000 backorders in the U.S., down from 50,000 vehicles earlier this year, and is dealing with a 10-day supply of new cars, Subaru's CEO said. Subaru expects U.S. sales to climb 25 percent to 631,000 units this fiscal year, making the top models easier to get if the Japanese automaker can increase production.

In a challenging new model environment with few new cars on Subaru of America's lots, the automaker remains in the top ten car brands for customer consideration. It moves up one percentage point from earlier this year.

The best news is that Subaru expects a dramatic uptick in the next six months, with production returning to pre-pandemic levels of 540,000 units globally in the second half of the October-March fiscal. This would relieve the demand for the 2023 Subaru Forester, Outback, and Crosstrek, and customers could see more new models arrive next spring.

You Might Also LikeThe 2023 Subaru Model Outlook And What Customers Should Know Before You Buy

Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram

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Photo credit: main image Subaru WPB

Comments

Carrie (not verified)    November 13, 2022 - 1:07PM

I love Subaru. I have a 2021 Forester Touring. I've had a 1982 wagon & a 2019 Forester. Thats all I want. No need to look at any other.

Tom (not verified)    November 13, 2022 - 6:44PM

Misleading headline. I drive 2022 Forester and my wife a 2022 CRV. Both are very good and very capable. I prefer Forester as it is roomier or at least seems to be.

Quota (not verified)    November 14, 2022 - 1:07AM

Subaru has completely moved away from making quirky lovable automobiles and moved right into churning out androgynous vanilla underperformed.
Even the race Boi WRX has been completely neutered.
They've engineered all of the personality out of their vehicles, trying so desperately to chase the RAV4.
Pathetic.

Tina Grimsley (not verified)    November 14, 2022 - 3:40PM

Had a transmission recall on my Ascent in Sept. Waited weeks for the part. Was called at work and told car was ready for pu at noon. Arrived at 4, no car. Was told they heard a noise and the engine light was on. Technician said the car would be dropped off at 5. It was dropped off at 6. I test drove it, it was making all kinds of noises. Dropped it off the next day, and was told I was wrong come pick it up. Two weeks later I took the car on the interstate with my sister, a 5 and 7 year old. Car hit 75 and made a popping noise, I immediately pulled onto the shoulder. A mile later the transmission blew. They crazy xxxxxxx mechanics are worthless. Hired a lawyer. Do not buy from Wyatt Johnson Subaru. Oh. They replaced the recall Trans. And told me the bearing went, transmission bearing failure, look up the causes.

Ironically, my car was there for weeks with a blown transmission when I got a call asking me to bring the car in since the part arrived for the breaks. WTF. They had to fix the automatic break sensor. Avoid a subaru. Value your life.

Kristin Kick (not verified)    November 15, 2022 - 8:18AM

I purchased a Subru Forster 2014 4 years ago nothing but problems after problems,Money and No One Carries

Empathy (not verified)    November 15, 2022 - 12:15PM

We have been a Honda household for over a decade. My 2003 Honda Odyssey named Verde has 270,000 miles on it. Rebuilt transmission has less than 50,000 miles on it. My husbands 2007 Honda Fit Sport 5 speed manual transmission has 380,000 miles on it. Both have been the absolute best and most reliable vehicles. My teenagers practically grew up in my mini van. And Verde is part of the family, kept us safe but now suffers chronic engine issues, yet still runs and my 15 and 16 yr olds are learning to drive both Hondas. I needed a new vehicle and after 2 years of research, I decided on a Subaru. Feb 2022, I built my new Subaru Forester Wilderness edition online, added the upgrade package for the better sound system, power lift gate and navigation display. I also added a tow hitch, auto-dimming rearview and side mirrors and approach lighting and Wilderness side sills, rear seat cargo protectors, rear side cargo protectors. All the bells and whistles I wanted. I took my custom build number paperwork to my closest Subaru dealership (68 miles from my house), put down my deposit March 1st 2022, and was told to expect my new SUV in mid June, then "sometime in July" and FINALLY I got my brand new "custom built" 2022 Subaru Forester Wilderness Edition on August 27, 2022! And discovered several of my upgrades/add ons were missing. I had to return to this dealership 2 Times to resolve the problem, ~140 miles round trip. I chose the WRONG DEALERSHIP!!!!!! But, I did not pay anything above MSRP. Granted, I DID pay FULL MSRP with zero wiggle room. It was the absolute WORST vehicle purchasing experience I have ever gone through because of the particular dealership and salesman. The parts department and service department are excellent though. Avoid River Town Subaru in Columbus, Ga. I took off their decal and license plate frame immediately once I got my new SUV home. But, I have to say that I absolutely LOVE my Forester Wilderness!!!! Her name is Zelená and she's autumn green metallic color. This vehicle practically drives itself!!! The safety features are absolutely mind blowing. And I love the front 180 degree camera. I chose Subaru for the safety features that come standard. Eyesight is incredible. Starlink is awesome. I can do so much with the Subaru app on my phone, including remote start with my programmed climate settings. Going from my 2003 Honda Odyssey to my 2022 Subaru Forester Wilderness Edition is mind blowing! I just hope Zelená is as reliable as my van Verde was. Time will tell. So all and all, worst vehicle buying experience EVER, because I chose the wrong dealership, but in the end it was worth ALL of the hassle, waiting, waiting, and more waiting!!!! I made a comment to my salesman that I felt like since I didn't receive my 2022 until Aug that I should have received a 2023 and he just laughed and said if I wanted a 2023 I'd have to wait until at least March 2023. So supply is definitely a major problem with Subaru right now! Fortunately there's no difference between the 22 and 23 Forester Wilderness from what I've read. So if anything I have a 2022 with very low mileage. I've managed to put almost 4000 miles on it since Aug 27th. And I know this is a REALLY long comment but if you've actually read this far, I HIGHLY recommend the Subaru Forester Wilderness Edition!!!!! I'll update y'all in 10 years. We keep our vehicles for their entire lifespan so I hope my Subaru lasts as long as our Honda's!!! Time will tell. Thank You for reading my essay.

Eddy (not verified)    November 15, 2022 - 8:00PM

The most important thing need to consider when buy a new car is the after-sales maintenance cost. Subaru is much higher than Toyota and Honda.