Why did Subaru discontinue the Tribeca?
The Subaru Tribeca, a mid-size crossover SUV, was introduced in 2005 with high hopes of capturing a share of the competitive SUV market. However, despite its innovative features and Subaru's reputation for reliability, the Tribeca was discontinued in 2014. In this article, we’ll explore the reasons behind Subaru’s decision to phase out the Tribeca and what lessons automakers can learn from its journey.
1. Lackluster Sales Performance
One of the primary reasons for the discontinuation of the Subaru Tribeca was its poor sales performance. Despite being marketed as a family-friendly SUV with all-wheel drive and a spacious interior, the Tribeca struggled to gain traction in the market. Over its nearly decade-long production run, Subaru sold fewer than 80,000 units in the United States, which was far below the company’s expectations.
2. Polarizing Design
The Tribeca’s design, particularly its front grille and overall styling, received mixed reviews from both critics and consumers. The original model featured a controversial "airplane-inspired" grille that many found unappealing. Although Subaru attempted to address this issue with a redesign in 2008, the damage to its reputation had already been done, and the redesign failed to significantly boost sales.
3. Limited Interior Space
While the Tribeca was marketed as a seven-passenger SUV, its third-row seating was often criticized for being cramped and uncomfortable. This made it less competitive compared to other SUVs in its class, which offered more spacious and practical interiors. Families looking for a true three-row SUV often opted for alternatives from other brands.
4. Competition in the SUV Market
The mid-size SUV market is one of the most competitive segments in the automotive industry. During the Tribeca’s production years, it faced stiff competition from popular models like the Toyota Highlander, Honda Pilot, and Ford Explorer. These competitors offered better fuel efficiency, more interior space, and often came with a lower price tag, making it difficult for the Tribeca to stand out.
5. Subaru’s Strategic Shift
Subaru eventually decided to focus on its more successful models, such as the Outback, Forester, and Crosstrek, which were better aligned with the brand’s core identity of rugged, reliable, and practical vehicles. By discontinuing the Tribeca, Subaru was able to allocate resources to developing new models, such as the Subaru Ascent, which has since become a popular choice in the three-row SUV market.
Conclusion
The discontinuation of the Subaru Tribeca serves as a reminder of how critical it is for automakers to understand their target audience and deliver vehicles that meet their needs. While the Tribeca had its strengths, such as Subaru’s signature all-wheel-drive system and a reputation for safety, its design, interior space, and market positioning ultimately led to its downfall. Subaru has since learned from these challenges, as evidenced by the success of its newer models like the Ascent, which better cater to the demands of modern SUV buyers.
Frequently Asked Questions
What are the cons of the Subaru Tribeca?
A list of some of the most common issues Tribeca owners have to deal with.
- Subaru Vehicles with Recalled Takata Airbags. A large number of Subaru vehicles have been recalled because they contain dangerous airbag inflators made by Takata.
- Rust and Corrosion Problems.
Why did they stop making Subaru Tribeca?
Subaru discontinued the B9 Tribeca primarily due to poor sales performance and a shifting market demand. Introduced in 2005, the Tribeca faced several challenges:
Did the Ascent replace the Tribeca?
It was to be the flagship Subaru vehicle in North America, and replace the Subaru Tribeca (previously the B9 Tribeca), which was discontinued after the 2014 model year.
Why did the Tribeca fail?
Here are the five areas where Tribeca failed. Subaru had big problems with the Tribeca SUV and they fixed it. They axed the vehicle and started over. Tribeca had cramped third-row seating, limited cargo capacity, it had an aging design, poor fuel mileage, and it could only tow up to 2000 lbs.
