2018 is the 60th anniversary of Subaru and the brand’s 50th anniversary in the U.S. The brand evolved from a small import automaker to a brand known for its all-wheel drive system to a leader in safety. Having a crossover focused lineup has helped Subaru succeed as a relatively small company. Though only producing 7 models, each one is highly regarded.
One of those models is the Forester. The new President and CEO of Subaru, Tom Doll, spoke about the lineage of the Forester from its world debut at the Tokyo Auto Show in 1995 with its original slogan of "SUV tough. Car easy" to today. In speaking about each successive generation, Doll noted how the Forester hit its stride with the 3rd generation that was sized just right for consumer demands and cemented its loyal buyer base. Additionally, the 3rd generation enabled Subaru to be the only brand to see growth in 2008. Doll drove home this fact by showing the sales history of previous Forester generations demonstrating its rapid growth in popularity. The success of the Forester is further exemplified by the numerous honors awarded by automotive critics including 2009 Motor Trend SUV of the Year for the 3rd generation and 2014 Motor Trend SUV of the Year for the 4th generation. It was the first ever back to back winner of the award. Subaru had a vehicle on display from each of the 4 previous Forester generations to show the history of model.
Given the substantial redesign in 2009 and the more evolutionary update in 2014, I was expecting a more radical redesign for 2019. However, for 2019, the Forester follows the mantra of “if it ain’t broke, don’t fix it” in making incremental design updates on the exterior. The large windows and familiar boxy look remains. Doll noted that the new model is more driver focused with Eyesight driver assist technology. Once the car recognizes driver, it will adjust the vehicle to the preferences of the driver, include adjusting seats. It is also the only vehicle available to offer driver monitoring technology under $70k.
Beyond the Forester, Doll noted that Imprezza sales were up 55% and that in 2016, the brand surpassed a million sales – no small feat. There are 2 key products for Subaru to reach their ambitious sales targets, the Forester and the Ascent. The Ascent will be Subaru’s first 3-row SUV since the Tribeca and there are already 2700 preorders. It is the natural next step for families that have outgrown their Foresters and Outbacks and is already looking to be a success.
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