Consumers in the US are gobbling up Subaru models, a trend that may result in dealer shortages if the Japanese automaker isn't able to meet the surging demand. A quick look at the numbers reveals a 25.2 percent year-over-year jump in April US sales, and a 17-percent gain for the first quarter of 2013. The sales are so strong that the company's CEO, Yasuyuki Yoshinaga, told the Wall Street Journal that Subaru will exceed its 2016 goals (380,000 US units sold) by the end of the company's current business year. The US market has grown to be one of Subaru's best, with the company now logging about half its global sales on our shores.

While strong sales are good problem to have, the automaker has relatively limited production capacity, which may leave dealers with sparse inventory. Certain models, such as the popular Forester crossover (shown above), could hit 10,000 units this month with the plant at full capacity (far above its target of 8,000 units). On average, the US car industry has a 60-day supply of vehicles on hand, but inventory for the new Forester is at just 16 days. "If this situation persists, we'll face a supply shortage," Mr. Yoshinaga told the WSJ.

Despite being one of the smallest Japanese automakers by volume, this is all positive news for Subaru and parent Fuji Heavy Industries, which projects a second straight year of record operating profit thanks to strong US sales and a weaker yen.


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  • 78 Comments
      Joey Franklin
      • 1 Year Ago
      The new WRX should be a big seller if they can keep weight down and put a decent interior in it. The subaru concept cars look great, i just hope the production models start looking a little better.
      Radioactive Flea
      • 1 Year Ago
      I guess people like cheap interiors, thin sheet metal, subpar stereos, rusty seat brackets, strut replacements at 40k, blown turbos, torque deficient NA motors and CVT’s. Oh wait, I bet this is your first Subaru isn’t it. You though it was quirky and cool. Umm…never mind. It’s a great car…
        James
        • 1 Year Ago
        @Radioactive Flea
        That is what I say every time I see one of those new subpar Detroit models that left wing communists try to push down our throats. The smart money ignores the Obama loving Detroit shrill and sticks with Japanese automakers. Detroit products are for the low IQ blue collar types that voted Obama. Real Americans settle for the best products money can buy, and according to Consumer Reports, Detroit is JUNK.
        m_2012
        • 1 Year Ago
        @Radioactive Flea
        On my third Subie and it has held up much better than the Ford and Chrysler crap I had before. You can get all of those crappy things and more from any US manufacturer.
        Ross
        • 1 Year Ago
        @Radioactive Flea
        Hence why JD powers (who has subaru ranked the lowest of any reliability site) have subaru a 4/5 for mechanical reliability. Facts- they help.
      delsolo1
      • 1 Year Ago
      Didn't know there was a shortage of hard plastic.
      AcuraT
      • 1 Year Ago
      Over on the Motley Fool website, the hundreds profound their love for everything "Ford" and how bad everything else is. The proof is in the numbers. People love their Subarus - so much - the company cannot keep up with demand anymore. Ford has their "minons," Subaru has their customers.
      D E S I G N
      • 1 Year Ago
      why? why are people buying these ugly things?
        DRO3000
        • 1 Year Ago
        @D E S I G N
        I didnt buy my STi because of the way it looks, I bought it because it will kick the crap outta your VW, Toyota, Mazda, Ford, Chevy, Mitsubishi and anything else you can buy in the same price range. Some ppl arent as fickle as you and dont need a show stopping design to consider a car worthy of purchase. If that's what youre after go buy a Kia or a Hyundai but dont throw dirt over quality product because youre too much of an image guy to drive one of these "farm vehicles or grocery getter". And besides, good looks are subjective, everyone has a different opinion as to what is attractive in automotive design. You probably think the Panamera is a beautiful car lol.
        Rick Zaytsev
        • 1 Year Ago
        @D E S I G N
        The Forester has an excellent masculine design, it conveys a tough, no-nonsense personality. It is a man's car. And I can see why you find it ugly.
          D E S I G N
          • 1 Year Ago
          @Rick Zaytsev
          how exactly is that a masculine design? It looks like an alien that had a horrible accident. It is completely disproportionate, has no flow what so ever, and lacks any sort of character. Secondly, I think the term 'mans' car went out with the disco era and exposed hairy chests with gold chains wrapped around them, unless you're stuck in the 70's. Perhaps you're idea of a 'man's' car is a white iroc z with t-tops and white wall tires. But hey, I guess this answer my question, people with your demented view of what a well designed car should look like is the target market for this atrocity of a car.
          Rick Zaytsev
          • 1 Year Ago
          @Rick Zaytsev
          Designs that look like they've got bulging muscles are not the only kind of masculine design. Purposeful, no-nonsense, non-flowing, not wavy, somewhat angular and flat, these are what I call masculine qualities in the car design. The newest Honda CRV may look better designed than the Forester because the CRV has a cleaner, more uncluttered, more flowing, rounder and more integrated look. The CRV even has some nice tension going on between its straight and curved lines. Its headlights have nicely integrated looks with the grill, front bumper and the surrounding body panels. The tail-lights also look nicely integrated with the rest of the their surrounding parts. But the no-nonsense, angular, technical and purposeful design of the Forester also has it's appeals.
      Ben Hayat
      • 1 Year Ago
      Can't wait for the new STi
      Worx2749
      • 1 Year Ago
      Drove a Legacy wagon for 15 years (165,000 miles). I did have to put a lot of money into it, including head gasket, alternator, many, many other repairs....In my experience, I don't think Subies are quite as bulletproof as, say, Toyotas.
      Mr Sled
      • 1 Year Ago
      Consumer Reports #1... No doubt it would sell. Reliable AWD at an affordable price. No doubt a desirable combination.
      Stang70Fastback
      • 1 Year Ago
      Dammit. I preferred being a Subaru fan before it was cool! Lol.
      ert_medic
      • 1 Year Ago
      You think they are short on Foresters, you ought to look at the waiting list and anticipated delivery date on their turbo sedans like the WRX, STi, and Legacy. Great company making great things with great customer support, couldn't have happened to a better company. My WRX at over 200k mi and still running like new-- this thing is a beast.
        Ken
        • 1 Year Ago
        @ert_medic
        Huge 2nd. The new WRX, let alone the new STI are going to get gobbled up. On the plus side, maybe if output is limited, they would mix more heavily into the turbo models because they are more expensive (if you can only make x cars/month, make them the more expensive models).
      Tom Bryan
      • 1 Year Ago
      I will never understand the appeal.
        Chris Bangle
        • 1 Year Ago
        @Tom Bryan
        Understand the appeal of best in class front headroom? best in class rear headroom? best in class front legroom? best in class rear legroom? best in class passenger volume? best in class total cargo volume? best in class useable cargo space? best in class ground clearance? best in class fuel economy? best in class AWD (standard)? best in class safety? Let's just throw in one of the top dogs in resale and residual value while costing less comparably equipped than a CR-V, Rav4, or Escape. Oh yeah I forgot about reliability. Dang it I forgot about it actually being fun to drive and handling better than most everything in the segment. Oh yeah, and it's one of the few that offers a more powerful engine than just a base, normally aspirated 4 banger. I think you have to be a little slow to not understand the appeal.
        VA
        • 1 Year Ago
        @Tom Bryan
        Same here man. I even used to own a 2005 Legacy and still don't get it. I find Subarus to be quirky looking. Also, it was a dog to drive with a 4 speed auto and a 4 cylinder. I can't imagine the CVT is better.
          The_Zachalope
          • 1 Year Ago
          @VA
          The CVT is miserable. Even the 4EAD in my '07 Legacy is light years ahead in feeling and response over the new CVT.
        D E S I G N
        • 1 Year Ago
        @Tom Bryan
        look below, there's the target market
        icemilkcoffee
        • 1 Year Ago
        @Tom Bryan
        They are a very appealing choice for people who need an AWD car. If you are not in that geography, then I suppose you wont get the appeal.
          Yeah yeah
          • 1 Year Ago
          @icemilkcoffee
          Really though, how many places do you really need an AWD car? I live in a place that averages a respectable 60 inches of snow a year, and you certainly don't need AWD here. It would have to be a place with a lot more snow than that, or someplace rural with poor plowing/sanding/salt before you'd really need AWD. And how many people live in a place like that? That said, they are pretty practical and get respectable mpg even with AWD, so there isn't really a downside to getting one if you don't mind the styling.
      daewootech
      • 1 Year Ago
      God I hope they don't translate this sales boom as "CVT's & boring body lines= profit"
        Ross
        • 1 Year Ago
        @daewootech
        The CVT In the forester turbo is actually a great transmission. So what's the problem?
          Ross
          • 1 Year Ago
          @Ross
          Really? Is that why some combines (big tractors for those who don't know what they are) use CVTs? Tractors that have sometimes in excesses of 1,000 ft-lbs of torque?
          RudyH
          • 1 Year Ago
          @Ross
          Haul something with it, and then come again. CVT's need to replaced with every head gasket
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