Subaru vs Competitors: A Comprehensive Overview of their US Market Competition

When it comes to buying a car, consumers often weigh a range of factors. Safety, reliability, affordability, and versatility are usually at the top of the list. Subaru has established itself in the US market as a brand that prioritizes these factors. However, in a competitive automotive market, it is important to understand Subaru’s position in relation to its competitors. In this article, we will take a comprehensive look at Subaru’s market competition in the US, their advantages and disadvantages, unique selling points, changes in marketing strategy, and potential future developments.

The History and Evolution of Subaru in the US Market

Subaru entered the US market in 1968 and offered small, inexpensive cars. Throughout the 1970s and 1980s, Subaru continued to offer small, fuel-efficient cars and introduced all-wheel drive technology, which set them apart from competitors. In the 1990s, Subaru’s popularity grew with the introduction of the Outback, a rugged station wagon with all-wheel drive. Subaru also gained traction with the Impreza, which evolved into the high-performance WRX model.

In the early 2000s, Subaru expanded its lineup to include larger models, such as the Forester and Tribeca. These models also included all-wheel drive, which attracted a wider audience to the brand. In 2008, Subaru introduced the XV Crosstrek, which combined the versatility of a small SUV with the sportiness of a car. Subaru also updated its marketing strategy during this time, focusing on safety and environmental responsibility.

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Current Competitors

Subaru’s main competitors in the US market are Honda, Toyota, Ford, Chevrolet, and Nissan. These brands offer similar models and features to Subaru, such as all-wheel drive, safety features, and reliable engines. However, Subaru has made a name for itself in the crossover SUV and wagon markets, where it faces competition from brands such as Mazda and Jeep.

Advantages and Disadvantages for Subaru Compared to Competitors

Subaru’s main advantage is its reputation for safety and all-wheel drive technology. Subaru’s cars and SUVs are consistently praised for their safety features, which include EyeSight Driver Assist Technology and Subaru’s all-wheel drive system. Additionally, Subaru cars and SUVs hold their value well, which makes them a good investment for resale.

One disadvantage of Subaru vehicles is their lower fuel economy compared to some competitors. Additionally, while Subaru’s lineup has grown in recent years, some buyers may find that there are fewer models to choose from compared to other brands.

Unique Selling Points

Subaru’s unique selling points include their all-wheel drive technology, boxer engine, and commitment to safety. All-wheel drive is standard on almost every Subaru model, which makes them ideal for drivers who live in areas with harsh weather or rugged terrain. Subaru’s horizontally-opposed boxer engines provide a lower center of gravity, which improves handling and stability. Finally, Subaru’s commitment to safety is evident in their high safety ratings and EyeSight Driver Assist Technology, which includes features such as adaptive cruise control, lane departure warning, and pre-collision braking.

Changes in Marketing Strategy

In recent years, Subaru has shifted its marketing strategy to focus on outdoor activities and environmental responsibility. Subaru has partnered with organizations such as the National Parks Foundation to promote outdoor recreation. Additionally, Subaru has focused on reducing its environmental impact by implementing eco-friendly manufacturing practices.

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Future Developments

Subaru has some exciting developments on the horizon. The all-electric Subaru Solterra is set to debut in 2022, which will be the brand’s first fully electric car. Additionally, Subaru is developing a new SUV, which is expected to be larger than the Ascent and offer more storage space.


Q: Are Subaru vehicles reliable?

A: Yes, Subaru vehicles are consistently rated as reliable by consumer reports and automotive experts.

Q: Is all-wheel drive standard on Subaru cars and SUVs?

A: Yes, almost every Subaru model offers all-wheel drive as a standard feature.

Q: Is Subaru a good brand for families?

A: Yes, Subaru’s commitment to safety and all-wheel drive technology make them a good choice for families.

Q: Are Subaru cars and SUVs fuel-efficient?

A: While Subaru vehicles are known for their reliability and safety, some competitors offer better fuel economy. However, Subaru has made strides in improving their vehicles’ fuel efficiency in recent years.


Subaru has made a name for itself in the US market as a brand that prioritizes safety, reliability, and versatility in their vehicles. While they face stiff competition from brands such as Honda and Toyota, Subaru’s unique selling points, such as all-wheel drive technology and boxer engines, set them apart from the competition. Looking to the future, Subaru has exciting developments on the horizon, including the all-electric Solterra and a new SUV. If you are in the market for a car or SUV, we hope this comprehensive overview of Subaru’s market competition in the US has helped you make an informed decision.

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Peter Banks

With years of experience as a professional mechanic and Subaru specialist, Peter is one of the most respected members of our team. He's written several articles on Subaru maintenance and repair, and his advice and tips are always practical and helpful. When he's not working on cars, he enjoys cooking and trying out new recipes.

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