Subaru is looking towards the new Impreza sedan in both atmo and WRX variants to step up to the plate in 2009. With the all-new Liberty and Outback not due to the third quarter and no diesel powertrains (in any models) until Q4 of 2009, Subaru's small car four-door will shoulder the burden of providing impetus for the brand's growth.
With the naturally-aspirated variants of the Impreza sedan now in dealers and the WRX version (more here) due to launch Down Under next week, the brand is expecting the new cars to boost Impreza well above the seven per cent year-to-date growth it has exhibited in 2008.
Speaking to the Carsales Network in Melbourne today, Subaru Australia boss, Nick Senior, said he expected the Impreza sedan to deliver more volume plus a richer mix of sales (than the hatch). He is also confident the new WRX sedan will revitalise support from nameplate stalwarts.
"We've seen Impreza sales up 7 per cent this year, which is in a small car market that is only marginally up [overall] year-to-date. And despite the fact we haven't had a sedan, which accounted for 50 per cent of our sales in the previous Impreza.
"The sedan has been in the market two months in NA [naturally-aspirated] form. We haven't quite got the model mix right… Whereas the hatch is a little more R and RX, we'll see a slight skew to Impreza RS sedan. Not huge but significant," he said.
Senior is looking for the WRX sedan especially to deliver for the brand.
"WRX has always been a sedan model -- in the old Impreza around 90 per cent of volume. The Impreza WRX [hatch] is probably about 50 [sales] per month. In a market that's buoyant, we'd like to see that stretch to [a total of] 100-150."
Senior opines the powered up, taughter-sprung 195kW MY09 WRX range is better suited to the badge's traditional constituency.
"It's a car more in keeping with the traditional WRX buyer -- a more sporty suspension; a sedan to start with. So while we were able to grow the WRX market and attracted new customers with the hatch, the sedan will appeal to the more traditional owners and that's where we believe there is some upside."
Senior is arguably expecting the Impreza sedan to deliver the sort of 'gentrification' Forester has delivered in 2008.
The Subaru boss said the Forester (more here) had demonstrated a significant 'richening' of its mix of sales in 2008. While the entry-level model of outgoing compact SUV accounted for 80 per cent of sales, the new Forester has seen its XS and turbocharged XT variants dominate sales -- representing more than 60 per cent of volume year-to-date.
Subaru will need this to continue and the Impreza to fire if the company is to build on its decade of YOY sales growth in 2009. The company's Liberty and Outback medium segment stalwarts will have to soldier on for most of 2009 before all-new models arrive late in the year. At this stage the petrol versions of the cars do not arrive until the third quarter, with much awaited diesel engine "around two months later" Senior says.
The Exiga MPV (more here) will also be a late starter, if indeed it comes Down Under.
According to Senior: "We're having a look at Exiga... We've done clinics here and there's one running round at the moment doing some preliminary [ADR compliance] work.
"We haven't pressed the button on it yet -- that's probably going to come after a few more discussions in late January... If it is [decided to add it to the local line-up] that's probably late next year [that it will go one sale]."
The seven-seater was launched as a concept at last year's Tokyo Motor Show, where a wild STI-style variant grabbed centrestage. Alas before any frustrated Rex buyers with need for three-rows get too excited -- Subaru Australia is only considering the naturally-aspirated variant.
"There won't be a turbocharged variant," Senior said categorically.
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