In Dismal Year, Subaru Sets New Sales Records
January 05, 2010
Subaru of America was first to announce December and full-year 2009 sales. And not surprisingly. The Japanese automaker is proud that it not only bucked the downward trend of the industry in 2009 -- one of the worst years in three decades; it shattered its own records.
Subaru sold 216,652 vehicles, an increase of 15 percent from 2008, surpassing the previous 2006 record of 200,703 vehicles. .
Subaru also set a sales record for December. Last month, Subaru sold 23,074 vehicles, up 33 percent from 17,287 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.
Subaru's strength for the month and year came from the newly redesigned Subaru Legacy, which saw December-to-December sales soar by 106 percent; 25 percent year to year. Likewise, for the revamped Outback, which saw a month-to-month sales hike of 98 percent; 37 percent for the year. The Outback is one of three finalists for the North American Truck of the Year award, the winner of which will be announced Monday at the Detroit auto show.
The Forester had an 11 percent rise from December to December; 28 percent for the year. Sales of Subaru's other models -- the Impreza and Tribeca fell by double digits.
Colbeck predicts 2010 will be another good year for the brand. "I 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."
Subaru set the 2009 and December 2009 record with little help from incentives. Edmunds.com calculations show Subaru ranked near the bottom for use of incentives. Subaru's incentives amounted to a scant 2 percent of sticker price, according to Edmunds.com estimates. -- Michelle Krebs, Senior Analyst and Editor at Large
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Posted by: subytrojan | January 05, 2010 at 11:36 AM