20 August 2017

Subaru Overview : 2001 - 2016


Subaru Corporation was until recently known as Fuji Heavy Industries. The name now identifies the company much better. Toyota has a modest stake in Subaru, which gives confidence to the smaller car maker. Going over company data gives a few insights into how it is doing. Sales from 2001 to 2010 stayed the same. Then from 2011 things grew quite quickly.

Comparing domestic and overseas production is easy as it involves only two countries. There seems to have been some minimal production in China just over a decade ago, but no more. The two nations now are Japan and the USA. Back in 2001, 81% was locally made and 19% manufactured overseas. It went to 85%-15% in 2008, but since then has moved to 71%-29%. The US operation is expanding to increase capacity.

To understand the importance of the US to the company, simply view the chart below. Back in 2012 188,000 cars were sold in North America but now it is 630,000. That's a move from 33% to 66%! Rather a lot of eggs are now in one basket.

Japan in the meantime has fallen from 290,000 to 145,000, dropping from just over 50% to 15%. Reduced sales in the tiny Kei car market appears to be a major factor. The 'Rest' has gone from 86,000 to 182,000 or 15% to 19%.

It seems that the biggest selling models have all improved, creating this upturn. The USA is a key market but maybe too much so. One thing that I can't work out is sales by country. Adding sales from the US and Canada (which I have from other sources) exceeds the North American total that Subaru states. I can't work out why that is. Whatever the reason, Subaru is on the increase and North America is its El Dorado.

Subaru Global Sales By Region
Yr N Amer % Japan % Rest % Total Yr
2001 187,691 33.3 290,301 51.5 86,246 15.2 564,238 2001
2002 207,013 37.9 264,257 48.4 75,259 13.7 546,529 2002
2003 210,088 38.8 245,525 45.3 86,331 15.9 541,944 2003
2004 205,787 37.1 245,541 44.3 102,715 18.6 554,043 2004
2005 210,423 36.2 254,039 43.7 117,172 20.1 581,634 2005
2006 209,946 36.7 230,165 40.3 131,264 23.0 571,375 2006
2007 206,523 35.7 226,811 39.2 144,604 25.1 577,938 2007
2008 210,347 35.3 208,690 35.0 177,628 29.7 596,665 2008
2009 207,113 37.3 178,789 32.2 169,431 30.5 555,333 2009
2010 249,856 44.4 171,272 30.4 141,709 25.2 562,837 2010
2011 307,018 46.7 158,105 24.1 191,841 29.2 656,964 2011
2012 308,595 48.2 172,342 26.9 158,925 24.9 639,862 2012
2013 390,213 53.9 163,122 22.5 171,131 23.6 724,466 2013
2014 477,812 57.9 181,601 22.0 165,685 20.1 825,098 2014
2015 570,069 62.6 162,752 17.9 177,874 19.5 910,695 2015
2016 630,253 65.8 145,288 15.2 181,712 19.0 957,253 2016

Data source: Subaru.

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