How Subaru Smashes its 8th Consecutive Yearly Sales Record

Subaru announced it has set its eighth consecutive yearly sales record 10 days before the end of the year. How is Subaru doing it?

Subaru continues their extraordinary streak of success in the U.S., and just hit their eighth consecutive yearly sales record going back to 2009. They did it on the Winter Solstice, the shortest day of the year, December 21. Subaru of America has sold 582,675 vehicles, and they expect to pass the 600,000 mark by the end of the year for the first time ever.

The tiny automaker has had more consecutive sales records than any automaker in in U.S. and they do it with less. They only have seven vehicles in their lineup. The Outback is their number one seller in the U.S., followed by the Forester, Crosstrek, Impreza, WRX, WRX STI, Legacy and BRZ.

How does Subaru keep setting sales records?

The tiny automaker is the smallest automaker in the U.S., and they keep setting records by building a niche brand of all-wheel-drive vehicles that are safe and powered by boxer engines. It’s a formula that is working well for the small Japanese automaker and they don’t want to mess with success.

While most automakers keep growing bigger, they loose their identity as they go for mass appeal and blend in with all the other cars on the road. Subaru has chosen a different path with their core values of all-wheel-drive, safety and boxer. The small Japanese automaker doesn’t build sexy cars, and they keep their key characteristics in their multi-purpose vehicles.

Subaru is expanding its lineup and plan to bring a new 3-Row Crossover to the U.S. market in 2018. It will only be sold in the U.S. and will be built at Subaru’s plant in Lafayette, Indiana which was recently expanded to accommodate the new 2017 Impreza and the newest Subaru 7-seat SUV. Subaru says they will not build any new plants in the near future and will stay small to remain customer focused. It’s a formula that’s working for Subaru.

Photo credit: Subaru