IM is to split its Subaru and Isuzu brands in a major restructure, as it looks to boost Subaru sales in the UK with greater penetration into small business fleets.
In comes a revamped management team led by a new MD, to be announced early next month, as well as a new automotive development director, Torbjorn Lilrud, recruited from IM’s successful Nordic operations.
In recent years, industry insiders have claimed Subaru is not committed to Europe, but that is “absolutely not the case”, according to Lilrud who is setting the brand out to become the fastest growing in the UK this year.
Lilrud said the UK operation is going through a major internal restructure which includes separate management of its Subaru and Isuzu franchises.
He said: “There will be a complete focus on the brands and I can say that Subaru is in Europe to stay and we have ambitious plans regarding our dealer network and new products which will be increasingly European in style.”
Last year Subaru sold 2,665 cars in the UK, a market share of 0.1% and Lilrud said the plan is to push this number north of 3,000 in 2018 making it the fastest growing brand.
A mainstay of this push is a concentration on small business fleets as well as traditional retail Subaru buyers. Lilrud said IM plans to boost sales by “giving people a reason to buy Subaru. We have to get the message across about what’s important and what’s not”.
An innovative TV advertisement running on the National Geographic channel has already generated a number of sales leads for the new SV, compact crossover currently being rolled out in the UK.
He added: “The message that we have to get across is that Subaru is all about adaptablilty and flexibility. Yes it can get you around town, but can it get you to the horse events, clay pigeon shoot or through a muddy track, then yes it absolutely can.”
Engineers and designers have taken this on board with the new XV, a model first launched in 2012. The latest interior is more upmarket but remains functional. The engineering team undertook field research with XV customers to see what they used their vehicles for day-to-day.
One particular example is research in Portland, on the northern side of the west coast of America. It is close to beaches, within a two-hour drive of Mount Hood, and outdoor activities are a big part of life there. People mount bikes, canoes and snowboards on their XVs to go out to the mountains or beaches regularly.
Driving on rough roads to rivers, snow-covered hills to ski slopes and unpaved roads to campsites is the norm. This kind of capability is a central aspect of the XV.
Engineers also noted a significant amount of urban use by customers – driving around and to town centres for work and play. XV has been tailored to perform with improved visibility, refinement, compact dimensions and driver assistance technology to make driving easier in urban areas.
XV is the second Subaru in the UK to be launched on the brand’s global platform, which will form the foundations for each new Subaru going forward, including adaptability for all powertrains, including alternative fuel.
Powertrains for the UK are the established Subaru 1.6- and 2.0-litre boxer, flat four engines mated to CVT transmissions.
However, a major selling point into SMEs and small fleets will be safety and the XV was recently awarded a five-star Euro NCAP crash safety rating, receiving high marks in all four categories. A notable score of 90% in the ‘child occupant’ category was the best of any car on sale in the UK.
The interior has been given a more upmarket feel while remaining functional – town and country. Those safety systems also include the standard fitment of Subaru’s Eyesite, two cameras by the rear view mirror which provide a 3D impression of the road ahead discerning people, cars, bicycles and even brake lights.
Add to this lane changing/keeping assist, adaptive cruise control, rear vehicle detection – the XV is currently one of the safest cars on the road.
