Subaru Increases Dealer Count

In light of what they hope will be a successful Legacy, Japanese manufacturer Subaru decided to open a few more dealerships in the so called Sun Belt (southern US). Although the company hasn't decided yet on how it will do so, there are a few options in place to get the job done.

"We want to add a handful of new dealers, mainly in the South and along the Sun Belt," Tim Colbeck, senior vice president for sales at Subaru of America was quoted as saying by Autonews. "That's where our open points are now."

Subaru has a few means through which to achieve their goals. They may buy land or build an exclusive showroom and then lease it to a local dealer, Colbeck said at the press launch of the new Legacy. So far, the manufacturer has built three dealerships in California (Puente Hills), Texas (Plano) and Georgia (Kennesaw). These stores are being run by dealers, who manage to sell around 40-50 vehicles each/month.

It is likely this is the path Subaru will take with the planned stores as well. As Colbeck says, "without the cost of buying real estate, the dealers have a very profitable return."

As for the upcomong launch of the new Legacy, the company is confident the new mid-sixed sedan will manage to do well against rivals. Still, marketing for the new Legacy will be highly targeted, as the company is not interested in the market as a whole.

"We focus on markets and not the mass market," he said. "We focus on technical professionals and outdoor people because they have the inclination or psychology to be our type buyer."
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About the author: Daniel Patrascu
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Daniel loves writing (or so he claims), and he uses this skill to offer readers a "behind the scenes" look at the automotive industry. He also enjoys talking about space exploration and robots, because in his view the only way forward for humanity is away from this planet, in metal bodies.
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