#DomesticMarket

Subaru is a once-tiny manufacturer that grew in leaps and bounds thanks to high demand from the United States. The automaker is the eighth best-selling brand in the region, despite being a scrappy upstart, and has managed multiply its volume many since the 1990s. But, like any business loaded into a cannon with the word “success” emblazoned on the side, it can’t continue streaming through the clouds indefinitely without encountering some turbulence.

Subaru may be in for troubled times.

While there are some who still proudly use the old slogan “ Buy American,” the concept is only loosely applicable to automobiles. While you can certainly support American brands, every automobile on the road is an amalgamation of parts from all over the world — and has been for quite some time.

This year, the automotive research website Cars.com, which began ranking the country’s “most-American” vehicles in 2006, was forced to change its criteria after only three models qualified under the old system of measurement.

For 2017, Cars.com has added country of engine origin, country of transmission origin, and U.S. factory employment relative to a company’s sales to its previous criteria of American parts content and final assembly location. It was also forced to lower the overall percentage of domestic parts a car needs to qualify by a full fifteen percent — from 75 to 60 percent.

Ford’s F-Series is the undisputed king of the domestic pickup market. It’s high atop the mountain, looking down upon its rivals as they savagely bludgeon each other with gnarled branches. For years, the majority of that abuse fell on Ram. Then, all of a sudden, 2017 came and Chevrolet ended up with a broken nose. In the primeval battle of truck sales superiority, Chevy’s Silverado no longer occupies the second place position for full-size pickups. Ram does.

Alright, it isn’t quite that dramatic. General Motors’ truck offerings aren’t exclusive to the Silverado and the automaker still outsold Fiat Chrysler when factoring in pickup deliveries from its GMC division. However, we’re counting this as a victory for Ram because FCA needs one — and overtaking Chevy sales isn’t exactly small potatoes. This is a major leap forward for a brand that seemed perpetually in last place.

Automakers are seeing diminished interest in product as market demand levels off after years of post-recession growth. While some analysts are heralding an industry-wide doomsday, others have cited this as an inevitable market ebb with no cause for alarm. Either way, domestic and foreign automakers have begun scaling back production efforts.

In the United States, Ford recently announced layoffs at its Ohio truck plant and General Motors may be following suit by eliminating 1,100 employees at the Delta Township Assembly Plant near Lansing, Michigan.

GM’s newest U.S. factory was already scheduled undergo retooling for the 2018 Chevrolet Traverse and Buick Enclave crossovers. However, when the plant reopens this June, there’s a good chance that third-shift employees won’t be returning.