Subaru Dealer Reveals Something Strange Is Happening Now

Something strange is happening now at Subaru dealers across America. They have new 2024 Outback, 2024 Crosstrek, and 2024 Forester models on their lots for the first time in years. For the last three years, Subaru has had the leanest inventory levels of any automaker, but things are changing. That's good news for customers buying a new car this year. 

Here is what Jeff Williams, vice president of Williams AutoWorld in Lansing, Michigan, and chairman of the Subaru National Retailer Advisory Board, revealed to Automotive News (by subscription) in a recent interview. I will give excerpts of that interview here for customers to read what Subaru dealers think.

Photo: Subaru Dalton 

Question: What was 2023 like for Subaru dealers?

If we look at 2023 and now into 2024, there's something very unusual for Subaru dealers: You actually have inventory on your lots. What happened?

"It's funny that you mention that. Yes, that is true. We haven't had inventory on our lots for years — and now inventory levels are still low, still minimal, and I still don't have enough to fill the front row, but the middle of the parking lot is still empty."

What's your opinion on that?

"It's great that we're turning our inventory. It keeps our inventory holding costs down, our floorplan down."

Head To Head 2024 Subaru Forester Vs. 2024 Honda CR-V, And The Winner Is...@SubaruReport @torquenewsauto#subaru #forester #subaruforester #foresterwildernesshttps://t.co/sPzcOQV2PV
— Denis Flierl (@DenisFlierl) January 16, 2024

"But it is a problem with some customers who want to go on a lot, they want to see some availability, they want to see an option, they want to see colors. They sometimes want to come in and drive different models when we might only have two models in stock. And, of course, whatever two models we have, they want to look at something else. Unfortunately, it just is what it is. And the color — you know, people like to look at colors. And that's a problem for some when you don't have inventory to show color."

Photo: Adventure Subaru

Subaru has had a lean inventory for many years. How has it altered how Subaru dealers meet customer demand compared with other brands?

"There's some dealer trading going on, but trading overall is down, substantially down. It's more a case of selling what's available. And because the inventories are low, we've done a better job of selling into the pipeline — down the road 30, 60 even 90 days, and our customers are more willing to wait, where the past customers have not been willing to wait."

"They're like, "My lease is up in two weeks, so I need a car next week." But leasing has become so popular that customers now have conditioned themselves. Years ago, it would always be, "My lease is up tomorrow; what do you have?" 

Photo: Adventure Subaru

"Now, they're coming in three, four months earlier, and we're doing a better job as retailers servicing the customer, telling them when their lease is coming up and inviting them to go over their options well in advance so they're not without a vehicle. Ten years ago, managing that was the exception, not the rule that it is today. So it's nice that customers are doing that and helping us plan a little better."

New Report - Subaru Just Made A Huge Leap In The Global Race To Electrify Its AWD Lineup @DenisFlierl @SubaruReport #subaru #subarusolterra #subaruev #subaruawdhttps://t.co/OlRbkjKgQ2
— Torque News (@torquenewsauto) January 15, 2024

"It's always nice to have sales in your pipeline, where you're selling 30 to 50 percent of your pipeline, and we've had some cases where up to 60 or 70 percent of our pipeline was sold. For dealers, that's candy in the stocking, so to speak."

Have you had to retrain your sales staff on how to sell vehicles on the lot?

"Now, we're going back into the normal years, the normal chaos of the car business…The sales follow-up has always been important, but what would happen if a customer came in and didn't buy? Then that car tomorrow would be gone. There were five buyers for every car. You had more buyers than cars, and now it's changing the other way." 

How so?

"Customers today are very well informed because of the Internet, sometimes more so than the salespeople, if they're new. I tell people just to be honest. If you don't know the answer to a question, tell the customer you don't know but that you'll get the answer for them. The worst thing you can do is lose your credibility. You can't lose your credibility when talking to customers these days."

Photo: Adventure Subaru

My Take

The new car and used car landscape is changing quickly. If you go into a dealer and they don't give you what you want, find another Subaru dealer. New Subaru models are arriving daily, improving inventory is good for customers. However, you may not see the exact color or trim level you want. 

Go to the dealer three to four months in advance, with knowledge about what model you want. I will give you information on every Subaru model that will help your new vehicle search. Order the exact model, trim it with your desired features, and wait for Subaru to build it to your specifications. 

Thanks for reading, everyone. I hope you enjoyed this Subaru dealer interview story. See you tomorrow for my latest Subaru Report.

For additional articles related to new Subaru models, here are a few of my top stories you may enjoy. 

My Must-Read Top Picks

• Here’s The Easiest Way To Buy A New Subaru And Still Get The Best Deal
• Don't Pay Extra For This Subaru Feature
• The Subaru Outback Boost Gear Kicks It Out Of Any Park

Watch Subaru is about to increase prices YouTube video 

I am Denis Flierl, a 12-year Torque News senior writer with 20+ years of Subaru and automotive journalism experience. I enjoy bringing you, the Subaru fans and customers, the most up-to-date Subaru news, reviews, and new model information. You'll find the latest Subaru stories on the Subaru page. Follow me on my The Dirty Subaru website, Dirty Subaru blog, SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

I’ve got you covered! - I cover all Subaru all the time - It’s called the “Subaru Report.” Check back daily for my expert Subaru analysis!

Please leave your comments below, share the article with friends, and post X to your followers! 

photo credit: main image Tucson Subaru