SUBARU CANADA: WE’RE LISTENING
I’m celebrating an important anniversary this year. Some might argue that it’s the Japanese automaker I represent that’s recognizing a milestone, but the vision and management philosophy of Subaru Canada is not to be a company that makes things, but one where people come first. This year marks 40 years of Subaru in Canada and it’s something worth celebrating for all of us. Putting Canadians first and focusing on the customer has enabled our continued rise from relative unknown to a staple of the automotive landscape in Canada.
The proof is in our steady sales growth, particularly over the last decade, when sales rose from less than 20,000 in 2008 to 54,570 in 2017 — the sixth consecutive annual sales record set by Subaru Canada.
Milestones aside, 2018 continues to be a big year for Subaru Canada in more ways than one: from the introduction of the largest Subaru ever built, the all-new 2019 Ascent three-row SUV, to the launch of the fifth-generation version of one of the most iconic Subaru models, the Forester.
In order to ensure we celebrate another 40 years in Canada, we need to continue to adapt to customer wants and needs in an everchanging market. Canadians drive Subaru — not simply the vehicles, but the values that have long been core to the Subaru brand.
Our strategy remains unchanged as we continue to navigate the uncharted waters that lie ahead: to position Subaru as an appealing alternative to mainstream brands by creating vehicles that deliver the core values that Subaru represents, and Canadian consumers want, including: adventure and versatility; performance; quality, durability and reliability; and safety.
When it comes to adventure and versatility, our products speak for themselves. From our legendary Symmetrical full-time All-Wheel Drive, standard on all Subaru products this side of the BRZ sports car, to the impressive 220 millimetres of ground clearance offered by the Crosstrek, Forester, Outback and Ascent models, as well as features like X-Mode and Hill Descent Control, our vehicles are built to go off the beaten path and beyond.
Rounding out Subaru’s performance car stable are the rally-bred WRX and WRX STI. This dynamic duo offers an exhilarating driving experience along with peace of mind, no matter the conditions, thanks to their impressive allweather capability.
But for Subaru, performance goes beyond the usual suspects, and that same fun-to-drive spirit is integrated into every vehicle we sell. Features like Active Torque Vectoring and Vehicle Dynamics Control only serve to enhance that spirit even further, while also contributing to outstanding safety by ensuring maximum traction and vehicle stability.
Quality, durability and reliability continue to be defining characteristics for the brand, and we take great pride in the enjoyment and peace of mind our vehicles provide — both now and in the years to come. A true testament to the longstanding dependability of our vehicles is the fact that fully 98 per cent of Subaru vehicles sold in the last 10 years are still on the road today.
Reinforcing that reputation for producing long-lasting vehicles are the number of awards Subaru has won in recent years for retained value. Earlier this year, Subaru was named the Best Mainstream Brand yet again in the 2018 ALG Canadian Residual Value Awards, marking the fourth straight year it has earned the honour and the first time such a milestone has been achieved in the history of the Canadian awards.
Additionally, four separate Subaru models earned resale value awards in their respective segments, including:
Impreza, named Best Compact Car for the eighth time in 10 years;
Crosstrek, named Best Subcompact Utility for the third consecutive year;
Outback, named Best Midsize Utility Vehicle – 2-Row for the eighth straight year; and
WRX/WRX STI, named Best Sports Car for the seventh time in 10 years.
Safety forms the literal foundation of Subaru vehicles, from the world-class safety standards in our Subaru Global Platform — now underpinning the Impreza, Crosstrek, Forester and Ascent — to the ring-shaped reinforcement frame in all other Subaru vehicles.
Subaru’s vehicles are also on the cutting edge when it comes to standard and available advanced safety features, including the award-winning Eye Sight driver assist system and the all-new Driver Focus dis- traction mitigation system. Aimed at combating driver fatigue and distracted driving, this segment exclusive system is available on the redesigned 2019 Forester.
Our often segment-leading commitment to safety has been recognized in many ways, including by the Insurance Institute for Highway Safety (IIHS), which awarded six Subaru vehicles with Top Safety Pick and Top Safety Pick+ designations for 2018.
All of this speaks volumes about our promise to recognize and respond to our customers’ needs. Along with a growing dealer network across the country that will soon reach 94 strong, Subaru Canada is ready for all adventures that lie ahead on the road to another 40 years in Canada and beyond.