Subaru is planning a new model blitz that is expected to see annual sales increase by more than 100% over the next few years.
Paul Tunnicliffe, managing director of Subaru UK, said the company had made a good start to 2010 with year-on-year sales up by more than 70%, and renewed interest in the brand because of the cold winter.
“All-wheel drive has once more been seen as relevant and desirable by the consumer,” he said.
Subaru expects to register 4,500 cars in the UK in 2010, but believes the company will reach five figures for annual sales by 2014.
“Subaru is no longer defined exclusively by its performance products,” said Tunnicliffe.
“There is increased emphasis on other well-established and technological differentiators.
“We’re focusing on the development of high quality, engineering-led lifestyle products, like the Legacy Tourer, Outback and Forester. Future models will continue this theme.’
He added that Subaru had recruited three new dealers this year in the London area.
“We’ve invested in the brand and spent more on marketing. Lots of people have become aware of us and business has picked up very nicely.
“Our dealers are really important to us, because I believe the unique retail experience we offer helps build our brand with local communities.”