There is no doubt that Subaru is a peanut compared to manufacturers like Toyota. In addition, Subaru has its own unique vehicle and marketing style. Subaru has a pretty good handle on who its customers are and what drives them (no pun intended). Subaru has been very level-headed when pricing their vehicles both during and after the pandemic. Unlike many manufacturers and dealers, there were no significant increases in MSRP or regional sales markups. All this was resisted with very few exceptions. The VIP program, while scaled back, continued to offer great value to customers, as did the loyalty coupon. This was at a time when other manufacturers significantly scaled back their incentive programs. Delivery dates during the pandemic are largely held steady given the extremely long waits for vehicles from other manufacturers.
Now Subaru has a new fleet manager in Matt Falcone. I doubt much will change in any significant way. I have yet to see local rental companies in Colorado offer Subarus for rent. From time to time they have some that places share to rent out.
Below are charts of the latest auto market data for your review.
| Total unit sales | |||||||
| PRODUCER | May 2023 forecast | May 2022 Current | April 2023 Current | VT % Change | VT % Change (Daily sales Rate it) |
Mom % Change | Mom % Change (Daily sales rate) |
| BMW | 31,087 | 26,988 | 29,925 | 15.2% | 10.6% | 3.9% | 8.0% |
| Daimler | 31,451 | 24,851 | 29786 | 26.6% | 21.5% | 5.6% | 9.8% |
| Ford | 179,977 | 153,434 | 182623 | 17.3% | 12.6% | -1.4% | 2.5% |
| GM | 234,596 | 177,856 | 227,329 | 31.9% | 26.6% | 3.2% | 7.3% |
| Honda | 124,393 | 75,491 | 116,082 | 64.8% | 58.2% | 7.2% | 11.4% |
| Hyundai | 75,752 | 63,832 | 76669 | 18.7% | 13.9% | -1.2% | 2.8% |
| COME | 67,125 | 57,941 | 68205 | 15.9% | 11.2% | -1.6% | 2.4% |
| Nissan | 84,290 | 53,381 | 83,746 | 57.9% | 51.6% | 0.6% | 4.7% |
| sidereal | 148,938 | 130,987 | 137,019 | 13.7% | 9.2% | 8.7% | 13.0% |
| Subaru | 52,554 | 42.526 | 51,014 | 23.6% | 18.6% | 3.0% | 7.1% |
| Tesla | 56,835 | 47706 | 55,865 | 19.1% | 14.4% | 1.7% | 5.8% |
| Toyota | 186666 | 176,772 | 185,988 | 5.6% | 1.4% | 0.4% | 4.4% |
| The Volkswagen Group | 51858 | 46,397 | 50,591 | 11.8% | 7.3% | 2.5% | 6.6% |
| iNdUSTRy | 1,388,602 | 1,114,583 | 1,356,551 | 24.6% | 19.6% | 2.4% | 6.5% |
| Retail unit sales | |||||||
| PRODUCER | May 2023 forecast | May 2022 Current | April 2023 Current | VT % Change | VT % Change (Daily sales Rate it) |
Mom % Change | Mom % Change (Daily sales rate) |
| BMW | 28,336 | 25,915 | 28202 | 9.3% | 5.0% | 0.5% | 4.5% |
| Daimler | 29606 | 23,309 | 28,351 | 27.0% | 21.9% | 4.4% | 8.6% |
| Ford | 128,491 | 113,103 | 126,733 | 13.6% | 9.1% | 1.4% | 5.4% |
| GM | 179,999 | 139,026 | 172,383 | 29.5% | 24.3% | 4.4% | 8.6% |
| Honda | 120,654 | 71,143 | 113,789 | 69.6% | 62.8% | 6.0% | 10.3% |
| Hyundai | 69766 | 63,188 | 70,997 | 10.4% | 6.0% | -1.7% | 2.2% |
| COME | 60,484 | 54,484 | 60677 | 11.0% | 6.6% | -0.3% | 3.7% |
| Nissan | 61.525 | 43630 | 61,095 | 41.0% | 35.4% | 0.7% | 4.7% |
| sidereal | 102,296 | 103,631 | 89,742 | -1.3% | -5.2% | 14.0% | 18.5% |
| Subaru | 49,452 | 41,185 | 48,367 | 20.1% | 15.3% | 2.2% | 6.3% |
| Tesla | 54634 | 36,909 | 54,818 | 48.0% | 42.1% | -0.3% | 3.6% |
| Toyota | 162,131 | 155658 | 162,369 | 4.2% | 0.0% | -0.1% | 3.8% |
| The Volkswagen Group | 47670 | 44,836 | 46,974 | 6.3% | 2.1% | 1.5% | 5.5% |
| iNdUSTRy | 1,145,561 | 949,271 | 1,113,487 | 20.7% | 15.9% | 2.9% | 7.0% |
| Sales of fleet units | |||||||
| PRODUCER | May 2023 forecast | May 2022 Current | April 2023 Current | VT % Change | VT % Change (Daily sales Rate it) |
Mom % Change | Mom % Change (Daily sales rate) |
| BMW | 2751 | 1073 | 1723 | 156.3% | 146.0% | 59.7% | 66.1% |
| Daimler | 1845 | 1542 | 1,435 | 19.6% | 14.8% | 28.6% | 33.7% |
| Ford | 51,486 | 40,331 | 55,890 | 27.7% | 22.6% | -7.9% | -4.2% |
| GM | 54.597 | 38,830 | 54,946 | 40.6% | 35.0% | -0.6% | 3.3% |
| Honda | 3739 | 4,348 | 2293 | -14.0% | -17.4% | 63.1% | 69.6% |
| Hyundai | 5986 | 644 | 5672 | 829.7% | 792.5% | 5.5% | 9.8% |
| COME | 6641 | 3,457 | 7528 | 92.1% | 84.4% | -11.8% | -8.2% |
| Nissan | 22765 | 9751 | 22651 | 133.5% | 124.1% | 0.5% | 4.5% |
| sidereal | 46642 | 27,356 | 47277 | 70.5% | 63.7% | -1.3% | 2.6% |
| Subaru | 3,102 | 1,341 | 2647 | 131.4% | 122.1% | 17.2% | 21.9% |
| Tesla | 2201 | 10797 | 1047 | -79.6% | -80.4% | 110.3% | 118.7% |
| Toyota | 24,535 | 21,114 | 23619 | 16.2% | 11.6% | 3.9% | 8.0% |
| The Volkswagen Group | 4188 | 1561 | 3617 | 168.2% | 157.5% | 15.8% | 20.4% |
| iNdUSTRy | 239,075 | 165,114 | 239,522 | 44.8% | 39.0% | -0.2% | 3.8% |
| Penetration of the Fleet | |||||
| PRODUCER | May 2023 forecast | May 2022 Current | April 2023 Current | VT % Change | Mom % Change |
| BMW | 8.8% | 4.0% | 5.8% | 122.5% | 53.7% |
| Daimler | 5.9% | 6.2% | 4.8% | -5.5% | 21.8% |
| Ford | 28.6% | 26.3% | 30.6% | 8.8% | -6.5% |
| GM | 23.3% | 21.8% | 24.2% | 6.6% | -3.7% |
| Honda | 3.0% | 5.8% | 2.0% | -47.8% | 52.2% |
| Hyundai | 7.9% | 1.0% | 7.4% | 683.4% | 6.8% |
| COME | 9.9% | 6.0% | 11.0% | 65.8% | -10.4% |
| Nissan | 27.0% | 18.3% | 27.0% | 47.9% | -0.1% |
| sidereal | 31.3% | 20.9% | 34.5% | 50.0% | -9.2% |
| Subaru | 5.9% | 3.2% | 5.2% | 87.2% | 13.7% |
| Tesla | 3.9% | 22.6% | 1.9% | -82.9% | 106.7% |
| Toyota | 13.1% | 11.9% | 12.7% | 10.0% | 3.5% |
| The Volkswagen Group | 8.1% | 3.4% | 7.2% | 140.0% | 12.9% |
| iNdUSTRy | 17.2% | 14.8% | 17.7% | 16.2% | -2.5% |
| Total market share | |||
| PRODUCER | May 2023 forecast | May 2022 Current | April 2023 Current |
| BMW | 2.2% | 2.4% | 2.2% |
| Daimler | 2.3% | 2.2% | 2.2% |
| Ford | 13.0% | 13.8% | 13.5% |
| GM | 16.9% | 16.0% | 16.8% |
| Honda | 9.0% | 6.8% | 8.6% |
| Hyundai | 5.5% | 5.7% | 5.7% |
| COME | 4.8% | 5.2% | 5.0% |
| Nissan | 6.1% | 4.8% | 6.2% |
| sidereal | 10.7% | 11.8% | 10.1% |
| Subaru | 3.8% | 3.8% | 3.8% |
| Tesla | 4.1% | 4.3% | 4.1% |
| Toyota | 13.4% | 15.9% | 13.7% |
| The Volkswagen Group | 3.7% | 4.2% | 3.7% |
| 95.5% | 96.7% | 95.5% |
| Retail market share | |||
| PRODUCER | May 2023 forecast | May 2022 Current | April 2023 Current |
| BMW | 2.5% | 2.7% | 2.5% |
| Daimler | 2.6% | 2.5% | 2.5% |
| Ford | 11.2% | 11.9% | 11.4% |
| GM | 15.7% | 14.6% | 15.5% |
| Honda | 10.5% | 7.5% | 10.2% |
| Hyundai | 6.1% | 6.7% | 6.4% |
| COME | 5.3% | 5.7% | 5.4% |
| Nissan | 5.4% | 4.6% | 5.5% |
| sidereal | 8.9% | 10.9% | 8.1% |
| Subaru | 4.3% | 4.3% | 4.3% |
| Tesla | 4.8% | 3.9% | 4.9% |
| Toyota | 14.2% | 16.4% | 14.6% |
| The Volkswagen Group | 4.2% | 4.7% | 4.2% |
| 95.6% | 96.5% | 95.6% |
| ATP (Average Transaction Price) | |||||
| PRODUCER | May 2023 forecast | May 2022 Current | April 2023 Current | JOY | MOM |
| BMW | $70,162 | 64688 dollars | $69,289 | 8.5% | 1.3% |
| Daimler | $74,718 | $64,698 | $78,504 | 15.5% | -4.8% |
| Ford | $54,122 | 50 878 dollars | $54,073 | 6.4% | 0.1% |
| GM | $53,039 | 50 582 dollars | $52,280 | 4.9% | 1.5% |
| Honda | $37,793 | $38,045 | $37,801 | -0.7% | 0.0% |
| Hyundai | $37,399 | 37208 dollars | $37,540 | 0.5% | -0.4% |
| COME | $35,064 | $35,043 | $34,232 | 0.1% | 2.4% |
| Nissan | $36,729 | $36,349 | $36,506 | 1.0% | 0.6% |
| sidereal | $56,207 | $53,425 | $55,951 | 5.2% | 0.5% |
| Subaru | $34,328 | $35,455 | 34 803 dollars | -3.2% | -1.4% |
| Toyota | 42 834 dollars | $39,335 | $42,885 | 8.9% | -0.1% |
| The Volkswagen Group | $47,126 | $47,571 | $47,424 | -0.9% | -0.6% |
| iNdUSTRy | $45,779 | $44,565 | $45,486 | 2.7% | 0.6% |
| 1213 dollars | 293 dollars |
| incentives | |||||
| PRODUCER | May 2023 forecast | May 2022 Current | April 2023 Current | JOY | MOM |
| BMW | 3937 dollars | 1182 dollars | 3636 dollars | 233.1% | 8.3% |
| Daimler | 3014 dollars | 1253 dollars | 2992 dollars | 140.5% | 0.7% |
| Ford | 2270 dollars | 1037 dollars | 1800 dollars | 119.0% | 26.1% |
| GM | 2255 dollars | 1725 dollars | 1959 dollars | 30.7% | 15.1% |
| Honda | 1373 dollars | 790 dollars | 1192 dollars | 73.7% | 15.1% |
| Hyundai | 1597 dollars | 551 dollars | 1427 dollars | 190.1% | 11.9% |
| COME | 1116 dollars | 656 dollars | 958 dollars | 70.1% | 16.5% |
| Nissan | 1787 dollars | 1580 dollars | 1895 dollars | 13.1% | -5.7% |
| sidereal | 3359 dollars | 1894 dollars | 2848 dollars | 77.4% | 17.9% |
| Subaru | 1090 dollars | 756 dollars | 939 dollars | 44.1% | 16.0% |
| Toyota | 832 dollars | 787 dollars | 808 dollars | 5.8% | 3.0% |
| The Volkswagen Group | 2827 dollars | 1137 dollars | 2600 dollars | 148.5% | 8.7% |
| iNdUSTRy | 1931 dollars | 1176 dollars | 1704 dollars | 64.3% | 13.3% |
| 756 dollars | 227 dollars |
| Stimuli as % of ATP | |||||
| PRODUCER | May 2023 forecast | May 2022 Current | April 2023 Current | JOY | MOM |
| BMW | 5.6% | 1.8% | 5.2% | 207.1% | 6.9% |
| Daimler | 4.0% | 1.9% | 3.8% | 108.3% | 5.8% |
| Ford | 4.2% | 2.0% | 3.3% | 105.8% | 26.0% |
| GM | 4.3% | 3.4% | 3.7% | 24.7% | 13.5% |
| Honda | 3.6% | 2.1% | 3.2% | 74.9% | 15.2% |
| Hyundai | 4.3% | 1.5% | 3.8% | 188.6% | 12.3% |
| COME | 3.2% | 1.9% | 2.8% | 70.0% | 13.7% |
| Nissan | 4.9% | 4.3% | 5.2% | 11.9% | -6.3% |
| sidereal | 6.0% | 3.5% | 5.1% | 68.6% | 17.4% |
| Subaru | 3.2% | 2.1% | 2.7% | 48.8% | 17.6% |
| Toyota | 1.9% | 2.0% | 1.9% | -2.9% | 3.1% |
| The Volkswagen Group | 6.0% | 2.4% | 5.5% | 150.9% | 9.4% |
| iNdUSTRy | 4.2% | 2.6% | 3.7% | 59.9% | 12.6% |
Cox Automotive average transaction price tables for download
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Matt Falcone has been named national commercial fleet sales manager for Subaru of America. Falcone will succeed Tina Kourakos, who will retire from Subaru of America on October 3, 2022.
www.globalfleetmanagement.com
