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Imported and distributed by the IM Group in the UK, Subaru did not have a banner year in 2017 – new car registrations were 2,679, the lowest total since 2013, and a 26% year-on-year fall. Its overall score in the National Franchised Dealers Association’s six-monthly Dealer Attitude Survey fell from 7.1 in winter 2017 to 4.2 in summer 2017.

However, the appointment of Graham in February as a new broom, along with the launch of its ‘Better Where It Matters’ marketing campaign, demonstrate IM Group’s intention to reboot Subaru in the UK.

However, the appointment of Graham in February as a new broom, along with the launch of its ‘Better Where It Matters’ marketing campaign, demonstrate IM Group’s intention to reboot Subaru in the UK.

The brand’s Q1 2018 results suggest it is moving in the right direction, with registrations improving by 5.5%. Graham attributed the improvement to a new relationship with the brand’s headquarters in Japan.