[drivemusicnow]

I think he meant "market" rather than "make".

In which case it was 50% Subaru sucking at marketing in the US, and 50% just a really bad time to introduce a coupe, where as 5 years ago to present would be an awesome time to introduce a coupe. Look at all of the 2 door sporty cars that have been introduced and are selling like hotcakes right now.