Its new range is clearly kicking goals with Australian buyers; Subaru has just recorded its best-ever month here, selling 5135 cars in June for an unprecedented four percent share.
If being closer to customers sells cars, that market share may be set for further growth.
Inchcape, the distributors of the Subaru brand in Australia, yesterday threw open the doors to its latest edifice – a large new Subaru dealership, and equally large vehicle workshop, to service the rapidly growing north-west corridor of Melbourne.
The opening of the new Subaru dealership at ‘Auto Centro’, the vast automotive park on the edge of the old Essendon Airport, gives the brand a presence it had been lacking in Melbourne’s north.
Its opening takes the number of automotive brands at the Auto Centro site on Wirraway Road to a total of 15. For Subaru, it is Melbourne’s sixth dealership and the 114th in Subaru’s Australian footprint. Importantly for customers, it puts the dealership on the busy route to Melbourne Airport.
“Melbourne is a rapidly expanding market for Subaru and our investment here in this site reflects our commitment to our customers (in the north-west of Melbourne),” dealer principal David Rodda said.
“This dealership represents the latest in the way of major investments in Melbourne as we continue to grow with the success of the Subaru brand,” he said.
And “growing”, the brand certainly is. Led by the XV and Outback (up 8.7 percent and 9.0 percent year-to-date respectively), Subaru sales in June were up 14.1 percent on the same month last year and up 11.1 percent year-to-date.
Its total sales for the first half of 2016 sit at a healthy 24,061, and there is now the impressive new Levorg – a WRX with a wagon back – adding more fizz to Subaru Australia’s AWD sporting range.
Speaking at the opening, Subaru Australia MD, Nick Senior, said the new dealership “signifies not only Inchcape’s confidence in Australia, but also a recognition of the potential of this Melbourne market”.
“It has been well-documented that by 2050, Melbourne will outgrow Sydney. So it is very important for Subaru to have a strong and vibrant representation in Melbourne to take advantage of that population growth, much of it driven by immigration,” Mr Senior said.
“We do intend to set another brand record this year,” he said.