Vaudreuil, Quebec – Subaru Canada executives have a major problem: they must learn how to deal with success! The near-complete overhaul of the lineup since 2008, led by the redesigned Impreza and Forester, has obviously played a huge part in that success. Therefore, it should make absolute sense that the introduction of two other revamped models, the Legacy and Outback, will keep the party going.
"In 2008, we posted our highest sales volumes ever in Canada and, halfway through 2009, all signs point to another record-breaking year," says Richard Fabien, Regional Sales Manager for Eastern Canada, whom we met during a presentation of the 2010 Subaru Legacy and Outback intended for Quebec journalists.
Against the natural order
The results by Subaru are remarkable indeed, especially in these tough economic times. Most other brands are struggling to just break even on sales charts.
According to DesRosiers Automotive, Subaru enjoyed an increase of 20.5 percent in 2008, from 16,504 to 19,892 units. Over the same period, the industry as a whole posted a meager 1.1-percent improvement in sales.
At the end of the first half of 2009, the Japanese brand is still showing strong progress. The 3.6-percent rise might not sound all that impressive, but consider this: the industry average dropped 18.3 percent during the same period! "We’re stealing sales away from other Japanese automakers and, naturally, from the Big Three," tells Mr. Fabien.
Cheaper for 2010
With so much success and optimism at Subaru Canada, the 2010 Legacy and Outback could make a big splash. These thoroughly-redesigned models are priced radically lower than their predecessors.
The new entry-level Legacy 2.5i starts at $23,995, undercutting the base model from 2009 (PZEV) by $3,000. As for the Outback, the 2010 PZEV model is the most affordable in the lineup at $28,995. That’s $2,000 less than the 2009 Outback 2.5i.
The folks at Subaru Canada mean business and they know what they’re doing!
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| Subaru is introducing a completely-revamped Legacy/Outback for 2010. |
"In 2008, we posted our highest sales volumes ever in Canada and, halfway through 2009, all signs point to another record-breaking year," says Richard Fabien, Regional Sales Manager for Eastern Canada, whom we met during a presentation of the 2010 Subaru Legacy and Outback intended for Quebec journalists.
Against the natural order
The results by Subaru are remarkable indeed, especially in these tough economic times. Most other brands are struggling to just break even on sales charts.
According to DesRosiers Automotive, Subaru enjoyed an increase of 20.5 percent in 2008, from 16,504 to 19,892 units. Over the same period, the industry as a whole posted a meager 1.1-percent improvement in sales.
At the end of the first half of 2009, the Japanese brand is still showing strong progress. The 3.6-percent rise might not sound all that impressive, but consider this: the industry average dropped 18.3 percent during the same period! "We’re stealing sales away from other Japanese automakers and, naturally, from the Big Three," tells Mr. Fabien.
Cheaper for 2010
With so much success and optimism at Subaru Canada, the 2010 Legacy and Outback could make a big splash. These thoroughly-redesigned models are priced radically lower than their predecessors.
The new entry-level Legacy 2.5i starts at $23,995, undercutting the base model from 2009 (PZEV) by $3,000. As for the Outback, the 2010 PZEV model is the most affordable in the lineup at $28,995. That’s $2,000 less than the 2009 Outback 2.5i.
The folks at Subaru Canada mean business and they know what they’re doing!
 |
| The automaker’s strategy is to turn the relatively-unknown Legacy into a highly-visible product while emphasizing its Japanese roots. |