Onyx brings the roster of Outback trim levels to seven. The Outback and other Subarus enjoy an unusually balanced mix of take rates for their various trims, compared with rivals that are heavily weighted to two trim levels, Lindsey said.
“That tells us that the way we’re packaging and pricing the cars, we’re hitting the sweet spots in the segment,” he said.
And Subaru Canada doesn’t limit sales of the base model. “Dealers can order whatever the demand is in their market,” Lindsey said.
While the number of trim levels may seem high, he said, Subaru Canada simplifies ordering and maximizes sales and production efficiencies by not offering factory options. Customers can buy dealer-installed accessories instead.
Before the pandemic and other market disruptions, Subaru experienced strong and steady growth in Canada. Consumer awareness of the brand is now strong relative to its market share, Lindsey said, but he suggested that sales still don’t fully reflect that awareness.
“We work really hard to ensure we’re offering exceptional value to our customers,” Lindsey said, while good fuel economy and high residual values mean low ownership costs.
However, he said: “We tend not to offer big discounts and incentives. Because we don’t have those 84-month terms and the low monthly payments, there’s a misperception the cars are more expensive than they are.”
Maximum loan terms run 48 months for leasing and 60 months for financing.