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|
Data source: Subaru.