Posted Sunday, November 2, 2014 at 10:17pm
Japanese conglomerate Fuji Heavy Industries‘ Subaru automobile division generated $20.8 billion in sales in the fiscal year ended March 2014 at current exchange rates. Roughly 53% of the deliveries were in the U.S. So, on a conservative basis, we can deduce that the U.S. has evolved into a $10 billion market for the company. The hot-selling brand has made sales records in each of the past five years in the country.
Recently, Consumer Reports‘ Car-Brand Perception Survey recognized Subaru as the sixth-best brand, the carmaker’s first entry into the top 10. That’s quite an enviable feat for an automaker that’s neither that old nor that big in the industry. What is behind Subaru’s phenomenal success? How has it won over Americans’ hearts? Let’s explore.