Funny thing is that in recent years I can't recall Subaru promoting their AWD in TV commercials, I've seen more "dog tested, dog friendly" rubbish in recent yrs from them and now I see Hyundai has ads showing how dogs also like Hyundais.Except that most people aren't in "serious need" of AWD. Those folks in most Northern states that desire AWD can get thru the winter with pretty much any AWD system. And any of those in "serious need" of AWD could easily throw a set of winter tires on the SF, and would get better winter performance than a Subaru with all-seasons.
Yes, Subaru's AWD system is better; but they've brainwashed most people into thinking that it always makes a difference.
I'd agree their AWD system is marginally better - for people who go off road Subaru does provide 8" + of ground clearance in many models so in the mountain states that is a big plus. I never liked Subarus seats and their cars used to have a lot of road noise but supposedly the 2020 ob is quiet. I see a lot of the 4cylinder non turbos keeping up pretty well on the mountain uphills, so from an engineering perspective you get better mpgs than most SUVs along with higher ground clearance and decent performance.