Bought yet another vehicle, my 26th in 30 years, from an underestimated automaker - check out why it's stolen my heart.
A devoted UK driver, Bill Nunn, has outdone himself with an unparalleled allegiance to one car brand. In a three-decade odyssey, he's acquired an astounding 26 models from the brand, humbly settled at the 34th spot on the UK's sales chart. Though not a household name, it's a Japanese manufacturer famed for its robust, high-performance vehicles and practical-yet-reliable rides.
The Japanese powerhouse represents less than 0.12% of new car registrations in the UK annually. Brands like Ford, Volkswagen, and BMW overshadow this discreet competitor, but for Bill, it's a brand he can't get enough of.
From rally romps to daily commutes, the cars from this automaker have accompanied Bill's adventures for over 25 years. Driving an array of Legacy and Impreza wagons throughout the years, his current obsession is the Forester SUV—a love affair that started in the mid-1990s when the crossover was introduced.
Despite the small numbers of Subarus registered each year compared to the likes of the German titan, Volkswagen (with over 69 VWs sold to every Subaru delivered in 2024), there's something about the brand that keeps Bill coming back for more.
In 2025, he added another Forester to his collection, boasting the six-star emblem on its hood. From his first Subaru, a 1995 Legacy Estate, through each of the 20+ models thereafter, Bill has remained steadfast, attributing his loyalty to the brand's sheer pleasure to drive, comfort, reliability, and safety.
Over the years, his local dealer, Adams Brothers, has provided exceptional service worthy of repeat business. According to Bill, they're attentive, honest, and trustworthy, making them family-like figures in his life.
Among the Subaru models from Bill's extensive collection, the Forester stands out. From early 1990s variants to the turbocharged XT models of the 2000s, the Forester has charmed Bill with its versatility and performance. Indeed, it's a vehicle that's made history—being the last model to come with a CD player in the UK, (albeit replaced by Apple CarPlay and Android Auto in the 2024 facelift, alas, to the dismay of many petrolheads.)1
Bill's love affair with Subaru spans decades, withstanding countless miles in all manner of conditions. Not a single mishap, according to Bill, with the brand never letting him down. "Subarus are just great cars," he says. "In 30 years, covering hundreds of thousands of miles for both work and private use, Subaru has never let me down."1
Adams Brothers, who've enjoyed his business for three decades, calls Bill their most loyal customer and a "great friend." They look forward to supporting him indefinitely, acknowledging his seven-days-a-week visit to the dealership to maintain his trusted collection of Subarus.1
Source
1 How this is Money. (n.d.). Why buy 26 Subarus in 30 years? Retrieved from https://www.thisismoney.co.uk/money/cars/article-10833745/Why-buy-26-Subarus-30-years.html
- Bill Nunn's devotion to a Japanese car brand, particularly Subaru, is evident in his acquisition of 26 models in thirty years, maintaining a significant presence in the UK's automotive industry.
- In the finance sector, Subaru registers a modest annual share of new car registrations in the UK, yet its appeal to Bill is rooted in factors like pleasure to drive, comfort, reliability, and safety, making it a preferred choice over other brands like Ford, Volkswagen, and BMW.
- Bill's lifestyle revolves around his collection of Subarus, with models like the Forester being a constant companion for his transportation needs, from daily commutes to rally events, spanning over two decades and covering hundreds of thousands of miles, without encountering a single mishap.
