Damon Mcknight
Subaru is a Japanese company that has been selling cars in Australia for 50 years. In 2023, the brand saw a 31% increase in sales, making Australia its highest market share globally. The Outback and Forester models have been particularly successful, with the latter being the most popular model in the Subaru line-up in Australia. Despite this, Subaru has faced some challenges in recent years, with several models experiencing declines in sales in 2024. Overall, Subaru appears to be a well-established brand in Australia, with a loyal customer base and a strong dealer network.
| Characteristics | Values |
|---|---|
| Popularity of Subaru in Australia | Subaru is one of the top 10 most popular car brands in Australia |
| Sales in 2023 | Sales figures in 2023 were up by 31% compared to 2022 |
| Sales in 2024 | Subaru had a tough 2024 with most models struggling with sales except for Crosstrek |
| Sales in 2025 | In 2025, the Mitsubishi ASX outsold the Subaru Crosstrek |
| Top-selling models | Outback and Forester |
| Market share in Australia | 3.8% |
| Global market share ranking | 1st |
| Sales volume in 2024 | 39,717 |
| Perception of Subaru as an Australian brand | Many people associate Subaru with Australia due to its Outback model, Australian-made aftermarket parts, and Australian themes in American commercials |
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What You'll Learn
Why do Subaru's American commercials have an Australian theme?
Subaru is a Japanese company that has been selling cars in Australia for 50 years. In 2024, the Subaru SUV range achieved record-breaking combined sales volume, solidifying Australian consumers' trust in the brand.
However, some people associate the brand with Australia, especially in the United States. There are several reasons for this. Firstly, Subaru's logo is reminiscent of the Australian flag, with a constellation against a blue background. Secondly, the name of one of their models, the Outback, is associated with Australia, and the car was marketed with a rugged, adventure theme. In the 1990s, Subaru's unique selling point was that they made all-wheel drive standard on all its cars. This was showcased in their ads, with Australian actor Paul Hogan, who played Crocodile Dundee, a popular film in America at the time, as their spokesperson.
Another reason for the association could be that Subaru sold better in Australia than in Japan, and many of the best aftermarket parts were being made in Australia. Additionally, Subaru has been very successful in rally racing, which is seen as more of an Australian thing than a Japanese thing.
Subarus are also popular among lesbians, and it has been suggested that the combination of the logo, the name, and the Outback model contributed to the subconscious belief that Subarus might be made by Australians.
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Subaru's sales figures in Australia
Subaru has been enjoying strong sales in Australia, with the country becoming the highest market share for the brand globally as of June 2023. This success has been attributed to new models and variants, as well as the brand's commitment to providing outstanding vehicles that meet the diverse needs of its customers.
In 2023, Subaru Australia reported a 31% increase in sales compared to the same period in 2022. This impressive growth continued into 2024, with the brand celebrating record-breaking SUV sales across its lineup. The Subaru SUV range, including the Outback, Forester, and Crosstrek models, achieved a combined sales volume of 39,717, surpassing previous years.
The Outback, with its new Outback XT turbocharged model, played a pivotal role in this success. Delivering 12,903 Outbacks, the model experienced a remarkable 32% increase in sales compared to the previous year. The Forester model also broke records, selling 16,381 vehicles and resulting in a 54% increase year-on-year. Additionally, the newly introduced Subaru Crosstrek, previously known as the XV, achieved significant sales with 8,991 units sold.
Subaru's strong sales performance in Australia reflects the enduring trust and confidence that Australian drivers have in the brand. With a total delivery of 46,114 vehicles and a year-on-year growth of 28%, Subaru has solidified its position in the competitive Australian automotive market.
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Subaru's most popular models in Australia
Subaru is a well-known brand in Australia, with a presence in the country for almost half a century. The company has a strong reputation for its all-wheel-drive systems and horizontally-opposed engine design. While the Subaru Leone and Brumby were some of its earlier offerings, the company now offers high-performance models such as the WRX, Forester SUV, and Outback wagon.
The Subaru Forester is one of the company's most popular models in Australia, with a new annual record of 16,381 vehicles sold in 2024, representing a 54% increase year-to-date. The Forester is praised for its safety, having received a five-star rating from ANCAP, and for its performance as a likeable SUV. The latest model features the STI treatment, enhancing its appeal.
The Subaru Outback is another highly successful model in Australia, with 12,903 units delivered in 2024, reflecting a 32% increase year-on-year. The Outback is known for its quiet and comfortable driving experience, and its versatile design that combines the practicality of a wagon with the capabilities of an SUV.
The Subaru BRZ is also worth mentioning, as it offers a unique proposition in the market. With a starting price of $40,290 for the manual transmission model and $45,390 for the automatic range-topping model, it provides a sharp value proposition. The BRZ has undergone significant improvements, including enhanced safety features, a new 2.5L engine, and improved torque delivery, making it a compelling choice for performance enthusiasts.
Subaru's popularity in Australia can also be attributed to its strong dealer network and commitment to delivering outstanding vehicles that cater to a range of owner needs. The company's SUVs, in particular, have achieved record-breaking combined sales volumes, solidifying the trust Australian consumers have in the Subaru brand.
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How does Subaru's marketing in Australia compare to other countries?
In Australia, Subaru has been noted to have some of its best advertisements. In 2023, Subaru Australia celebrated its 50th anniversary with record-breaking SUV sales. The Outback and Forester models led the charge with unprecedented sales volumes. The new Outback XT turbocharged sales, contributing to a record annual total of 12,903 Outbacks delivered, a 32% increase year-on-year. The Forester model continued to be the most popular in the Subaru line-up, with a new annual record of 16,381 vehicles, resulting in a 54% increase year-to-date. The Subaru Crosstrek (formerly named XV) also achieved significant success, with 8,991 units sold. Collectively, Subaru SUVs achieved a historic combined sales volume of 39,717, reaffirming Australian drivers' trust in the brand.
In comparison, Subaru's marketing in the United States has been quite different. Interestingly, many Americans associate Subaru with Australia due to the company's early marketing campaigns. The Outback model, in particular, seemed to be the focus of Subaru's US marketing in the early days, and the image of the rugged Australian landscape stuck in people's minds as they came to know the brand. This association was further reinforced by the popularity of the movie Crocodile Dundee, which starred Australian actor Paul Hogan, who became a spokesman for the brand. Additionally, some have noted that the Subaru logo, featuring the Pleiades constellation against a blue background, is vaguely reminiscent of the Australian flag.
In other countries, such as Japan, Subaru does not seem to have the same level of brand recognition. One individual living in Japan noted that while Subaru is a Japanese company, they didn't know anyone in Japan who owned a Subaru, and the focus was more on other Japanese car brands like Nissan and Toyota. However, some Australians they met spoke highly of their "fast" Subarus. This suggests that Subaru's marketing efforts and brand presence vary significantly between countries.
While Subaru's marketing in Australia has been praised, it has also been described as confusing by some. The company's use of Aussie stereotypes and imagery in its advertisements may have contributed to this perception. Nonetheless, Subaru has established a strong brand identity in Australia, with a nationwide dealer network committed to supporting Subaru drivers and delivering outstanding vehicles that cater to a range of owner needs.
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Why do people think Subaru is an Australian brand?
There are several reasons why some people think Subaru is an Australian brand. Firstly, Subaru's marketing campaigns, particularly for the Outback model, have been considered very successful in establishing a strong brand identity. The Outback model's name and features, such as off-road capabilities and bull bars, seem to target the Australian market, and its popularity may have contributed to the perception that Subaru is an Australian brand. Additionally, Subaru's aftermarket parts were manufactured in Australia, further reinforcing the association with the country.
Another factor is the logo, which resembles the Australian flag, depicting a constellation against a blue background. This visual similarity may have subconsciously suggested an Australian connection to some consumers. The release of the movie "Crocodile Dundee" in the mid-to-late 1980s, set in the Australian Outback and starring Australian actor Paul Hogan, also contributed to an increased fascination with Australian culture in America. This cultural context, combined with Subaru's marketing campaigns, likely influenced the perception of Subaru as an Australian brand, particularly in the American market.
It is worth noting that some people have expressed confusion or surprise at the assumption that Subaru is Australian, as the company is based in Japan and has a Japanese-sounding name. However, the combination of effective marketing, the Outback model's popularity, the Australian-made parts, and the logo's resemblance to the Australian flag, have all played a role in shaping the perception of Subaru as an Australian brand for some consumers.
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Frequently asked questions
Yes, Subaru is popular in Australia. In 2023, the brand saw a 31% increase in sales compared to 2022, with a 3.8% market share in Australia, the highest globally. The Outback and Forester models have been particularly successful, with the Outback achieving a record annual total of 12,903 deliveries and the Forester being the most popular model in the Subaru line-up, with 16,381 vehicles sold.
There could be several reasons for Subaru's popularity in Australia. Firstly, the brand has been in the country for over 50 years, cultivating a strong brand identity and a loyal customer base. Secondly, Subaru's vehicles cater to a range of owner needs and adventures, providing confidence and security on all roads and in all conditions, which may appeal to Australian drivers who value reliability and durability. Additionally, Subaru's marketing campaigns, such as the Outback campaign, have been well-received and have contributed to the brand's success.
In 2024, Subaru faced tough competition from other car brands in Australia, with models like the Mitsubishi ASX and Outlander, the Hyundai Kona, and Chinese competitors gaining market share. However, in 2023, Subaru had the highest market share globally, surpassing brands like MG and Tesla in Australia.
Some of Subaru's popular models in Australia include the Outback, Forester, Crosstrek (formerly XV), and Impreza. The Outback and Forester, in particular, have unique strengths and appeal to different customer preferences, contributing to their success.
