Subaru of NZ records history-making sales in August

  • The Subaru Outback.
    The Subaru Outback.

August has resulted in record sales again for Subaru of New Zealand, with the Kiwi lifestyle brand selling the most vehicles ever sold in the month of August, in the company’s history.

Last month was just shy of being the biggest sales month year-to-date for Subaru. August came in a close second, for the largest volume sales month in 2016 (255), behind January, when 256 vehicles were sold.

Subaru have now sold 1837 vehicles year-to-date, which is 21% ahead year-on-year versus 2015. The brand continues to trend ahead of industry growth, which remains steady. The Motoring Industry Association has recorded 7.1% automotive industry growth in August year-to-date.

Subaru of New Zealand’s Managing Director Wallis Dumper is a very happy man.

“It is extremely satisfying for myself and the Subaru team to see the continued growth of the Subaru brand in New Zealand. Limited production means there are challenges around meeting the current demand but we are doing our best to source a greater allocation out of the Subaru factory in Japan. We want to keep enabling Kiwis’ desire to lead a ‘bigger’ life thanks to Subaru’s All Wheel Drive technology and the practicality of our model line-up for active kiwi families, particularly thanks to our popular SUV range,” he says.

Subaru’s sustained success is led by Outback, which remains the dominant model, as New Zealanders continue to recognise the value and practicality in Subaru’s largest SUV for their lifestyles. Subaru Outback set a sales record in 2015, almost doubling the previous record of Outbacks sold in one year.

In 2016, Subaru is already on track to storm past the 2015 record, with 902 Outbacks sold year-to-date (18% ahead of 2015 year-to-date). With four months still left in the year, this figure is fast approaching the total sales volume for Outback in 2015, which was 1175.

The continued sales success comes on the back of recent industry recognition, with Subaru presented with a TVNZ NZ Marketing Award for Outback last week. The awards ceremony is now in its 25th year and is a celebration of everything that makes marketing great in New Zealand and beyond. It is the only awards programme in the country which focuses solely on the business benefits of strong marketing strategies.

Subaru of New Zealand’s current brand platform, “The Greatest Subaru Drivers in the World, New Zealanders,” with Outback featured as the hero model, was launched in February 2015, resulting in phenomenal growth, not only replacing all of the previous year’s Legacy sales, but also driving the total Subaru sales up by a staggering 25% that year.

The Subaru XV Crossover also recorded a excellent sales result in August. It was the strongest performing month recorded year-to-date, up 43% from the previous best month in 2016 (January). August 2016 has become the number one sales month for the last 12 months.  

The Subaru XV Crossover is currently celebrating 50 Years of the Boxer Engine, where New Zealand customers are given the option to choose between two horizontally opposed deals when buying an XV Crossover*. Customers are able to add more boot space to Subaru’s compact SUV with a complimentary Thule Roof Pack with purchase*. Alternatively, if a finance offer is more suitable, customers can purchase an XV Crossover on a 0% interest offer, paying 1/3 deposit, 1/3 at 12 months and 1/3 at 24 months*.

Since it was launched five years ago, the XV Crossover has continued to blend exceptional SUV capability with exhilarating handling, innovative design and electrifying lines. Consequently, it doesn’t look like any other SUV on the road and has since become the convention-defying crossover vehicle, which lets its driver escape for an All Wheel Drive adventure in style.

The Subaru Levorg, which went on sale for the first time in New Zealand in mid-July, is already making an impact in the six weeks that it has been in showrooms. It is contributing positively to Subaru of New Zealand’s overall sales, although limited stock availability is hampering its results due to demand and limited production allocation from Japan.

The performance sports wagon’s power and practicality is appealing to existing Subaru customers, who are no longer able to buy the discontinued Legacy GT Wagon.  However, as the Levorg has similar dimensions and performance to the previous generation Legacy GT Wagon, it is a natural progression for former fans to gravitate to this all-new model. With the departure of other brands’ performance wagons imminent in the New Zealand market, Levorg is also attracting a wide cross-section of buyers from other marques.

Mr Dumper adds: “The production allocation situation is actually creating some sales anomalies, as we have simply had to swtich model allocations to satisfy demand for Outback.  So who really knows how well Legacy, XV Crossover, Forester or Levorg would have gone this year if we hadn’t swapped production schedules,” he says.

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For further information, please contact Subaru of New Zealand Public Relations.

Catherine Pattison (027) 4455 389 or email