The 2021 decline is the first since 1995 when Subaru recorded a series of declines in sales in the United States.
Since 1996, the brand’s annual sales have only tripled in 2002, 2007 and 2020. But from 1987 to 1995, its sales declined every year.
Subaru’s sales have reported double-digit increases in the first 10 months of this year, despite continued expansion of rivals by automakers such as Toyota, Mazda and Honda Motor.
Hyundai Kia’s sales increased 29% until October.
Subaru’s slowdown takes it further off track in order to resume its once horrifying sales pace.
Before the pandemic, all-wheel drive niche players Target sales of 730,000 units in the United States■ 2020-Sufficient to record the 12th year with record high sales in the United States.
However, Nakamura predicted a return to growth as the shortage of microchips gradually diminished.
Subaru has yet to finalize its sales forecast in the United States in 2022, but Mr. Nakamura said the company is aiming for about 650,000 vehicles.
This represents a recovery from the expected 2021 decline, but Suburra’s US sales will only return to the levels reached in 2017.
“The situation in semiconductors is still uncertain, so we don’t have a solid goal at this point,” Nakamura said. “But the demand in the industry will be about 15.5 million or 16 million (US). With that in mind, we are looking at a number of about 650,000 units in the region.”
Early this monthSubaru announced that profits plummeted by nearly half in the July-September quarter as supply chain bottlenecks put pressure on production.
Subaru also lowered its global sales target for the fiscal year ending March 2022 to 830,000 units. Initially, it was expected to ship 1 million units worldwide.
Subaru also lowered its operating margin, net income and revenue outlook.
https://www.autonews.com/retail/subaru-ceo-tomomi-nakamura-expects-first-back-back-us-sales-declines-1990s Tomomi Nakamura, CEO of Subaru, expects the first consecutive decline in US sales since the 1990s