Following a steady registrations fall over a number of years – hitting a low of just under 2,700 in 2017 – and struggling to find an identity after an era in which it rode the crest of a motorsport wave, Subaru conceded that it had not exactly played a blinder in the UK market.

Automotive development director, Torbjörn Lillrud, said: “We have not treated the brand correctly in the UK for the past five, six, seven, eight years. We had a very good time and fantastic era with the STI and WRX, and we maybe became a little bit stuck in that story and that history.”

But those 2017 registrations figures  shocked IM Group, into action, and it responded with a new brand strategy that set a target for 10,000 annual registrations.

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