By Jim Meachen
MotorwayAmerica Editor

(September 2009) We are cheerleaders for Ford. And its impressive sales gains in August compared to July 2009 and August 2008 were cause for celebration. Perhaps more interesting is the incredible sales success of Subaru, just a blip on the screen compared to Ford.  But Subaru deserves close study. What has the Japanese automaker done right?

Following outstanding August sales results on top of impressive month-to-month performances throughout 2009, the maker of all-wheel drive vehicles has apparently got the right formula. Could it be the right-size lineup for coupes, sedans and wagons? Or could it be standard all-wheel drive? Or could it be a quality and price thing? Could it be the safety that's built into every Subaru model? Could it be that Subaru has no big SUVs or pickup trucks pulling down its total sales? No doubt, success is a combination of many factors.

Last week Subaru announced that it had the company's best sales month ever with a 52-percent increase in August sales. The company sold 28,683 units this August versus 18,932 units in August 2008 and had an 11-percent gain year-over-year. Subaru sales for August 2009 also showed a 31-percent increase over July 2009 Subaru sales, which was also a record month for the company.

Record-breaking results for three Subaru models include — a 76-percent increase in sales for the Subaru Forester with 11,870 units sold, a 30-percent increase in sales for the Subaru Impreza with 6,590 units sold and a 49-percent increase in sales for the Subaru Legacy with 3,569 units sold for the month. In addition, Subaru received the distinction of being named the only automotive manufacturer with 2009 "Top Safety Picks" for all 2010 models by the Insurance Institute for Highway Safety (IIHS). To receive the "Top Safety Pick" designation, a manufacturer has to continually improve its crash safety requirements and each product has to be at the top level of crash protection in front, side and rear crash impacts.

"While the CARS (Cash for Clunkers) program helped fuel our August results, the fact that this is our third consecutive record month reinforces that our products have connected with consumers," said Tim Colbeck, senior vice president of sales, Subaru of America, Inc. "Well before our success with the CARS program, we were having great results and I am confident that with the newly introduced 2010 Subaru Outback and Legacy models, we will continue to be successful."

Here's the thing — somebody needs to survey recent Subaru buyers, determine what closed the sale, and make profitable use of the information.
                                                                                                                                                                                                                                                            — Jim  Meachen