Subaru notches up 20 million AWD sales
What started in the early 1970s is now intrinsic to the Subaru’s identity – all-wheel-driveJapanese car-maker Subaru has today celebrated the production of 20 million vehicles with all-wheel-drive (AWD), which has become the brand’s unique selling proposition.
Subaru launched its first mass-produced AWD vehicle 49 years ago in Japan, where the Subaru Leone 4WD Estate Van arrived in September 1972.
Today all but two per cent of Subaru’s global sales are AWD and the most popular Subaru models in Australia today are small, medium and large SUVs.
The rear-wheel drive Subaru BRZ sports coupe is the most recognisable model that goes against the AWD grain.
Australians got their first taste of an all-wheel drive Subaru in 1975 when the already-available 1.4-litre Leone station wagon was offered with AWD.
Subaru’s now-signature AWD systems started to gain traction in Australia when the Brumby ute launched in 1978, delivering the brand its first genuine sales success with an AWD model.
Although the Brumby is unlikely to be reborn in the future, with Aussie buyers favouring larger ladder-framed diesel-powered load-lugging dual-cab 4x4 utes like the Ford Ranger, the compact car-based pick-up got the ball rolling for Subaru’s unique AWD proposition.
In 1994 the iconic Subaru Impreza WRX arrived in Australia, leveraging its World Rally Championship successes and a potent turbocharged boxer engine and AWD system to become a household performance car name. The next all-new WRX is due in 2022.
In 1996 the all-new Subaru Outback made its local debut and was followed in 1997 by the Forester, one of the first compact all-wheel drive SUVs available in Australia.
In 1998 Subaru Australia made the decision to sell only AWD vehicles. This was followed shortly by an edict that all its new models would have a top five-star ANCAP safety rating.
Together with its trademark horizontally-opposed ‘boxer’ engine layout, which is also employed by Porsche, Subaru has built a unique product portfolio that offers full-time AWD systems on every model except the BRZ.
“It’s no coincidence that Subarus over-index in places like Tasmania, because the sheer grip of AWD is a massive peace-of-mind factor for those hitting the dirt every day,” said Subaru Australia general manager, Blair Read.
“A key factor for Subaru AWD popularity in Australia is the volume of dirt roads, once you get not far beyond metro areas,” he added.
Selling 20 million AWD vehicles in just under 50 years is a very big deal for what is a relatively small global car-maker. For example, Toyota sold a total of 9.38 million vehicles globally in 2020 alone.
Subaru already sells mild-hybrid versions of the XV and Forester, but says the next chapter in its AWD story will also involve electrification, which has the potential to further enhance the safety and grip levels of its vehicles.
Subaru’s first EV, the all-new Solterra, is a joint-venture model with Toyota due to be launched overseas in 2022 but is unlikely to be sold in Australia.
However, Subaru says it will bring EVs here eventually. And yes, they will be AWD too.
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