How loyal are Subaru Forester, Outback and Crosstrek customers? According to a report by Automotive News (via subscription) Subaru’s loyalty rate was 70.4 percent in 2020, and Subaru of America’s loyalty rate dropped to 69.2 percent in 2021 through August 31, 2021.
Subaru wasn’t the only automaker to slip. According to the US Registry, overall consumer loyalty among all car brands fell by more than three percentage points in 2021 through August 31, 2021 data analysis by Experian†
photo credit: North Fort Lauderdale Subaru
In 2021 Subaru placed third in customer loyalty behind Ferrari and Tesla. Now Subaru drops to fourth place behind Tesla, Ford and Ferrari.
How will Subaru’s customer loyalty rank among the top ten car brands in 2022? These are the top ten auto brands with customer loyalty through January 31, 2022. The U.S. industry average is 60.8 percent brand loyalty† Now three automakers are ahead of Subaru as Ford moves up.
1. Tesla 80.9
2. Ford 72.4
3. Ferrari 67.7
4. Subaru 67.1
5. Hyundai Kia 64.6
7. BMW 62.2
9. Honda 59.1
10. GM 58.1
Which automakers have the worst loyalty?
Jaguar Land Rover has the worst loyalty rate at 33.8 percent, Mazda at 53.1 percent, Mitsubishi at 53.6 percent, Volkswagen at 50.6 percent and Stellantis at 50.3 percent rounding out the bottom five car brands.
Why is Subaru slipping? It is due to the low inventory of new vehicles due to global microchip shortages. Cox Automotive Data reveals that total car sales volume has fallen to its lowest level since the Great Recession as the ongoing global shortage of microchips continues to deplete supplies. Subaru’s stock levels shrunk to a three-day supply in April 2022.
2022 was marked by a shortage of new Forester, Outback and Crosstrek, the brand’s three best-selling four-wheel drive models. Subaru had to stop production of new vehicles in Japan five times this year.
Many Forester, Outback and Crosstrek customers are repeat customers dealing in a Subaru vehicle. Because there are few new models for sale, many customers order a new model and wait four and sometimes five months for Subaru to deliver the new car.
Customers looking for a 2022 Subaru Forestermor 2022 Crosstrek will not find a new model on retailers’ lots this summer. A source close to Subaru told us, “Every 2022 Crosstrek and Forester we have through September will be sold.”
Subaru customers remain loyal to the brand, even with the wafer-thin new car inventory of its most popular models; the 2022 Forester compact SUV, Outback midsize SUV and Crosstrek subcompact SUV. They are willing to wait months for the construction and delivery of their new four-wheel drive.
You may also like this: New Subaru models – one SUV is for sale now, two to wait until 2023
Denis Flierl has invested over 30 years in the automotive industry in an advisory role with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press† Checking out Subaru Report where he handles all models of the Japanese automaker. More stories can be found on the Torque News Subaru page. Follow Dennis on facebook† Twitterand Instagram†
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