Subaru celebrates March success

Distributor reckons it could have hit an even sales count had more stock been available.

Forester X (above) and new Outback were major contributors to Subaru’s March count.

PERFECT storm conditions – that’s what Subaru New Zealand attests led last month delivering a best-yet sales count for the brand.

A count of 461 new vehicle sales represents a 20 percent gain over the previous top sales month, January of 2019.

Subaru New Zealand managing director Wallis Dumper says the March result would not have been possible without the dealer network’s hard work. Many Subaru Centres were owner-operator businesses, some with the brand for more than 25 years.

“It’s been a challenging 12 months … and to see a result like this, only 12 months after the grim picture economists painted for our future, is extremely rewarding,” Dumper says.

The distributor attributes several factors contributing to the record March sales, including the recent release of a new Forester derivative, the X Sport.  This variant has immediately accounted for a third of Forester’s sales and also helped to produce a record sales month for Forester.

On top of this, last month’s count also included the brand-new Outback, which officially launched at the start of the month and recorded more 200 registrations. Dumper says the performance was a tribute to the car’s quality, and the impact of the marketing campaign.

Also impacting on the count was the arrival of several delayed shipments of allocated stock.

Everything, he said,  “added up to the much-needed perfect storm.”

Nonetheless, Subaru continues to feel the effect of supply constraints and he imagines that will continue to be the case, despite the his operation having been given huge support by Subaru Japan.

 We have customers waiting as some of our Subaru dealers are out of stock and we already have factory back orders through to the third quarter.

“We have been in the unfortunate situation of not being able to supply some of our new 2021 models, including the Subaru XV, which would have also set a sales record if we had been able to secure allocation.

“Unprecedented demand beyond what we are able to supply is a good problem to have, but we like to think that our customers understand the situation and are willing to be patient.”

“The reality is that we are probably missing sales and as a company, we are doing our best to mitigate this.”

Dumper acknowledges that other automotive manufacturers have also had record-breaking months.

“After the year we have had, this is a phenomenal boost for the automotive industry.  While we are yet to receive the final results for the monthly industry performance, March is expected to be an exceptional month across the board. Congratulations to all the automotive brands that have had an outstanding month and long may it last,” he says.

A limited-edition STI model will arrive at New Zealand dealerships in the coming months. Hot on the heels of this final STI edition, will be the arrival of the completely revamped 2022 WRX in the new year.

Supply chain challenges will have the biggest potential impact on specific dates for these model launches and they will be confirmed later in the year says Subaru New Zealand.