The year 2022 marks the 30th Anniversary of Subaru Southern Africa. On 16 June 1992, Subaru Southern Africa officially opened its doors to the South African market with its first ever dealership trading from the heart of the Johannesburg CBD on the corner of Mooi Street and Commissioner Street. It was the first time that the Japanese brand had an official presence and representation in the region.
Wholly owned by Toyota Tsusho Corporation and local subsidiary Toyota Tsusho Africa, Subaru Southern Africa has remained a consistent and healthy part of the automotive landscape in the region. A business that started with just two dealers in 1992 has enjoyed a sustainable and steady growth to thirteen dealerships and four service centres in South Africa and another dealership in neighbouring Botswana.
Subaru SA will mark the entire 2022 calendar year in celebration of this 30-year milestone through a number of initiatives that will honour the legacy of the brand in South Africa through its customers, dealer network and staff, as well as suppliers and valued members of the media.
Some of these initiatives include:
The much anticipated, all-new Subaru WRX is set to be introduced into market in June 2022 sporting a new 2.4-litre, direct-injection, turbocharged Boxer engine that develops 202kW and 350Nm of torque.
Andrew Marshall, MD of Subaru Southern Africa says, “Subaru is such a unique automotive brand in South Africa and we have a dedicated base of customers and dealers who have ensured we remain robust and successful for 30 years. We want to spend this year honouring them.”
“It’s also a time in which we want new customers to learn what the Subaru brand and product range is really about. We want to turn those who are unfamiliar with the brand, to being more familiar and knowledgeable about what we stand for.”
30 Years: History & Highlights
The first vehicles on the floor in 1992 were the Subaru Legacy 2.2GX sedans. Featuring a Boxer®, 4-cylinder, 2.2-litre engine and permanent all-wheel drive, the car was a unique offering in the market at the time. It was very soon joined by the Subaru Legacy Outback wagon, a vehicle that boasted driver airbags, a safety feature that was lacking in a number of competitors at the time. It too, boasted a 2.2-litre, 16 valve flat-four motor and arguably was the catalyst to future sales of Subaru wagons in various models including the Impreza Wagon.
The model range expanded to include a range of models that suited families and performance enthusiasts alike all boasting signature Subaru Symmetrical All-Wheel Drive™ and Boxer® engines.
Some of these standout models included:
In 1994, the first GC-generation Subaru Imprezas arrived in South Africa and just as World Rally fame grew, so too did a few lucky South African customers get their hands on the first and few GC Subaru Impreza’s with the STI badge upon them. The second generation Subaru WRX and STI arrived in 2001 sporting potent power, ventilated discs and fiercely impressive sound and handling. The Impreza was also introduced in a hatchback body style in 2008 before the GD, third-generation arrived from 2009, once again in sedan form. This was followed by the latest VA fourth-generation that landed in SA in 2015.
An all-new fifth-generation STI is expected in early 2023.
Subaru Southern Africa Awards, Accolades and Partnerships:
In 30 years, the Subaru brand has garnered acknowledgement and recognition from many organisations for the brand and product quality, safety, capability and customer service. Some of these highlights include:
In addition to these local awards, Subaru SA was the one of the first sponsors of a number of initiatives including the gruelling Sani2C race, Midmar Mile as well as the being one of the inaugural partners of the South Africa Sport Hall of Fame.