Subaru Posts Lopsided North American Sales

Steph Willems
by Steph Willems
subaru posts lopsided north american sales

Apparently not quite done with monthly sales reporting, Subaru produced two very different tallies for its U.S. and Canadian arms in July. Known for being able to build just as many vehicles as it can sell, the automaker habitually carries one of the slimmest inventories in the industry — and the pandemic didn’t help things on that front.

Domestic factories have been up and running since May, lessening the strain on both dealers and sales sheets, but normalcy remains out of reach for certain industry players. And that group includes Subaru. In the U.S., volume was down nearly 20 percent last month, but north of the border it was an entirely different story.

The 19.7-percent year-over-year U.S. sales decrease in July was a worse showing than the 12-percent YoY decrease seen in June, both in terms of comparative metrics and actual volume. Big sellers like the Outback, Cross trek, and Ascent were off last year’s tally by double-digit percentages, thought the popular Forester did post a 4 percent YoY gain.

Also gaining ground over July 2019 were the low-volume WRX/STI and the BRZ. All told, the automaker’s year-to-date volume was down 21.1 percent at the end of July.

In Canada, however, there was cause for jubilation, as Subaru posted its best July ever in the country to the north. Sales rose 10.1 percent, year over year. The automaker’s Canadian arm claims last month was its third-best on record, and its best in the Quebec market.

Countrywide, the Outback posted its best showing to date, up 14.7 percent. Crosstrek and Forester saw July records, up 2.2 and 22.5 percent, respectively, while the range-topping Ascent recorded a volume boost of 39.4 percent. There’s still a lot of lost ground to make up, though — the brand’s year-to-date volume currently sits 26.8 percent below the level seen this time last year.

Citing diminished inventory, not demand, as the reason for the poor U.S. showing, Jeff Walters, Subaru of America’s senior vice president of sales, said, “Our manufacturing facilities are now fully ramped up and the delivery of Subaru vehicles to our retailers will significantly improve in August so we can better support the demand from our customers.”

[Image: Subaru]

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  • Stuntmonkey Stuntmonkey on Aug 05, 2020

    > Apparently Canada is more Dog loving country than USA. It helps when the infection rate is fairly under control and people can do normal things like buying cars without bringing on the collapse of society.

  • Jarred Fitzgerald Jarred Fitzgerald on Aug 13, 2020

    "It helps when the infection rate is fairly under control and people can do normal things like buying cars without bringing on the collapse of society." Hahaha! You nailed it!

  • CEastwood Seven mil nitrile gloves from Harbor Freight for oil changes and such and the thicker heavy duty gripper gloves from Wally World for most everything else . Hell we used to use no gloves for any of that and when we did it was usually the white cloth gloves bought by the dozen or the gray striped cuff ones for heavy duty use . Old man rant over , but I laugh when I see these types of gloves in a bargain bin at Home Cheapo for 15 bucks a pair !
  • Not Previous Used Car of the Day entries that spent decades in the weeds would still be a better purchase than this car. The sucker who takes on this depreciated machine will learn the hard way that a cheap German car is actually a very expensive way to drive around.
  • Bullnuke Well, production cuts may be due to transport-to-market issues. The MV Fremantle Highway is in a Rotterdam shipyard undergoing repairs from the last shipment of VW products (along with BMW and others) and to adequately fireproof it. The word in the shipping community is that insurance necessary for ships moving EVs is under serious review.
  • Frank Wait until the gov't subsidies end, you aint seen nothing yet. Ive been "on the floor" when they pulled them for fuel efficient vehicles back during/after the recession and the sales of those cars stopped dead in their tracks
  • Vulpine The issue is really stupidly simple; both names can be taken the wrong way by those who enjoy abusing language. Implying a certain piece of anatomy is a sign of juvenile idiocy which is what triggered the original name-change. The problem was not caused by the company but rather by those who continuously ridiculed the original name for the purpose of VERY low-brow humor.