#Subaru

It hasn’t been a normal year, and all the plans you and I and even Subaru had for 2020 have more or less fallen flat. This year will not see the Japanese automaker grow its volume over 2019 levels. Targets set in the Before Times will not be met.

So why worry? Celebrate what you got.

That’s what Subaru did after tabulating its August sales tally, noting that the figure — representing a year-over-year loss of 17 percent — was actually its best showing so far this year. And once again, Subaru brass north of the border didn’t have to pretend.

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.

J.D. Power’s Automotive Brand Loyalty Study dropped this week, with Subaru and Lexus predictably topping the charts. Subaru actually edged out Toyota by a hair in the mainstream segment by retaining 60.5 percent of its owners, and is assumed to be aided by younger generations just getting into vehicle ownership. This is something we can back up anecdotally, as many drivers look back fondly at the nameplate and are eager for a second helping.

If your author had a nickel for every person that happily reminisced about the hand-me-down Subaru Legacy or Forester wagons they drove during their formative years, he would have a jar full of coins wasting space on a shelf somewhere because nickels aren’t particularly valuable.

Would you enjoy piloting a tiny car that combines sultry coupe styling with t-tops, a powered metal convertible roof, and room for four real adult-sized humans?

Look no further than the Subaru Vivio.

Today brings Part II of my 2012 Subaru Outback’s sales and ownership story, as the green all-terrain wagon recently pulled from the driveway for good. If for some reason you didn’t read Part I, find it here.

Now we press on with the vulgar topic of money.

I last gave an update on the vehicles which occupy my drive back in February. At the time, the Volkswagen’s roof rattle issues had (finally) been corrected and I was all ready for a quick sale of my Subaru Outback. But said quick sale was interrupted by a few different issues, both local and global.

Uncertain Times for car sales, eh?

Everyone’s doing it, and now it seems Subaru has joined the maddening crowd of sales reporting conformity.

Not long ago, Subaru, like most every other automaker, reported its sales totals on a monthly basis. And why wouldn’t it? The previous decade saw the brand’s popularity expand massively in the U.S., with volume up not on an annual basis, but on a monthly, year-over-year basis. It pulled off the latter feat 93 consecutive times.

Alas, times change.

No, I won’t rest until Subaru returns with a true successor to the brash and youthful Brat. I’ve harped on this desire in the past when we asked what vehicle the well fleshed-out Subaru lineup lacked, and I’ll do so again today.

With Hyundai’s Santa Cruz entering production in Alabama next year and Ford working on a unibody challenger, the timing will never be more right.

After a streak of 11 consecutive years of U.S. sales growth for Subaru, a period in which the brand doubled its market share to 4.1 percent, “We’ll start a new streak next year,” the brand’s U.S. CEO Tom Doll says of 2020.

At any other point in history, the declines reported by Subaru over the last few months would be calamitous. Yet Subaru’s year-over-year losses in 2020, a year torn to shreds by COVID-19, have not been as severe as anticipated. Moreover, bright spots have been more numerous than expected.

The company, as a result, is now planning for 2020 to end as the brand’s sixth-best on record.

As we reported some months ago, the 2021 Subaru Crosstrek corrects a flaw that’s hitched a ride with the otherwise useful and appealing little vehicle since its inception: a lack of power.

Even with a very mild power bump for 2018, the lifted-and-cladded Impreza five-door’s 2.0-liter Boxer four-cylinder still struggled under the burden of heavy loads. Punching through deep, wet snow also revealed its shortcomings.

Subaru has a dual reputation. Car people know it as the company that gives us WRX and STi (and a good chunk of the BRZ/Toyota FT 86 partnership), while the rest of the world thinks of the brand as one that puts out a lot of wagon-esque crossovers that appeal to granola types, academics, and families that prioritize safety but aren’t in a Volvo tax bracket.

The Forester Touring definitely fits in to that latter stereotype. And that’s not a pejorative – it’s okay to embrace what one does best.

For the Forester, that means serving as a solid if not spectacular commuting wagon that’s road-trip ready.

Being relatively small for a mainstream automaker and with limited resources to keep up with evolving industry trends, Subaru latched onto auto giant Toyota for help in the electric vehicle realm. The only electrified model in Subaru’s lineup, the Crosstrek Hybrid, is a marriage of Subaru body to Toyota technology.

Far bigger things loom on the horizon for the two; namely, a pair of jointly developed electric crossovers — one of which, apparently, has a name.

Known for having one of the leanest inventories in the industry, Subaru has marked yet another date date on its calendar, no doubt hoping that once production resumes in Indiana, it won’t have to turn out the lights again.

The Japanese manufacturer initially shut down its Lafayette assembly plant for the period of one week back in late March. We now know how optimistic that was. May 11th is the new return date.