• Subaru sold 78 new vehicles in October 2020.
• The Forester was the best-selling model with 51 units sold.
• The automaker sold zero sedans last month.
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Subaru South Africa has been doing business in South Africa for the longest time and has gone on to carve out a loyal following for itself. Though the automaker's product lineup is not as vast as it once were, it adjusted its priorities and has streamlined its product offering in South Africa.
Subaru South Africa's product lineup only consists of five vehicles: three SUVs and two sedans. The SUVs, the Forester, Outback, and XV, each offer something different and unique to its buyer, while staying true to the essence of the Japanese automaker. The two sedans, the Impreza and WRX, are making up the numbers, which is sad because these are sedans that put the joy back in driving.
In October 2020, Subaru only managed to sell a total of 78 new vehicles, and none of these was a sedan. The sales total was made up by the Forester (51 units), XV (24 units), and Outback (three units). Of all the automakers in South Africa, Subaru sold the 29th most vehicles. This out of 37 automakers, according to Naamsa. Bar truck companies, the only automakers Subaru managed to beat were Bentley, Lamborghini, Maserati, and Ferrari. Not exactly direct rivals…
Can something be done?
Subaru's footprint in the South African market is not as big as it once were. Perhaps the automaker is content with its current sales figures, but one needs sales to survive in the long run. Covid-19 had many businesses on the backfoot - including the likes of Volkswagen and Toyota - so how much more difficult were it not for a smaller brand (in South Africa) like Subaru.
Subaru, though, can turn their fortunes around if a few harsh decisions are made, like cutting its sedans from the lineup. The Impreza and WRX are taking up floor space, and the money spent on these two models can instead be used to market its three SUVs.
By doing this, they can streamline their product offering even more and look to regain the market share they lost along the way. Even if it means dropping the impeccable WRX.
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