12 days to Geneva: Subaru on the path of electrification
While the Japanese carmaker does not specify which kind of engine will power the Viziv Adrenaline Concept car that it will showcase at the Geneva Motor Show in March, they did announce the display of two different electrified models equipped with the brand’s e-Boxer technology.
E-Boxer is the name of the (mild) hybrid version of the brand’s 2.0-litre flat-four engine. No specifications are known yet, but since an e-Boxer Forester already has been shown at the Singapore Motor Show, using the flat-four boxer engine combined with a 13 bhp electric motor in the CVT-gearbox and producing a total of 156 bhp and 253 Nm of torque, we suppose the new models will feature the same technology.
In the company’s 2017 annual report, the CEO says that Subaru is developing a plug-in hybrid electric vehicle (PHEV) with technical assistance obtained under an alliance. They also plan to launch an electric vehicle (EV) in 2021.
Tough times in Europe
Subaru is well known for its boxer engines and even more for its four wheel drive technology marketed under the “Symmetrical All-Wheel Drive” badge, equipping all models with the BRZ sports car as the only exception. The Japanese car maker is more successful than ever in the United States of America, the situation in Europe is much more difficult.
European Subaru sales fluctuated between 30.000 and 55.000 units per year since 2000, with a European market share of less than 0,50%. Compared to its United States market share of over 3,9% in 2017, and 680.000 models sold in the US, it is clear that Europe is not the first priority for the carmaker. In total, just over one million Subaru’s were sold in the fiscal year 2017-2018, of which a mere 3,5% in Europe.
Source: Subaru Annual Report 2018 - Car Sales per region
Year |
Sales Europe | Market |
2018 | 36.688 | 0,00% |
2017 | 35.297 | 0,23% |
2016 | 37.189 | 0,25% |
2015 | 38.033 | 0,27% |
2014 | 32.907 | 0,25% |
2013 | 38.935 | 0,32% |
2012 | 42.165 | 0,34% |
2011 | 38.411 | 0,28% |
2010 | 46.882 | 0,34% |
2009 | 45.969 | 0,31% |
2008 | 50.904 | 0,35% |
2007 | 46.820 | 0,30% |
2006 | 55.153 | 0,35% |
2005 | 54.324 | 0,34% |
2004 | 50.219 | 0,31% |
2003 | 39.354 | 0,27% |
2002 | 34.253 | 0,23% |
2001 | 36.393 | 0,24% |
2000 | 45.219 | 0,30% |
Source: carsalesbase.com
In most of of Europe, the sales are (very) low compared to other carmaker’s, but in alpine country Switzerland, Subaru’s are a somewhat more common sight. Still, even in 2012, the best year for Subaru in Switzerland the total sales did not exceed 8.483 new cars, and in 2018, only 4.681 new Subaru’s were sold there. (source: statista.com)
The reason for that relatively higher success rate in the Swiss Alps compared to the rest of the European continent might be the fact that Subaru’s AWD-system is permanent, insuring a firm grip both on and off the beaten path, which is quite welcome in wintertime when you live in the mountains.
With only 538 registered new Subaru’s in 2018, neighbouring country Austria however is clearly less keen on the brand. (source: Marklines.com)
Picture: Subaru