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TOKYO -- Subaru sales are booming. But Yasuyuki Yoshinaga, president of Subaru-maker Fuji Heavy Industries, says there is such a thing as too big.

He wants to cap annual sales at slightly more than 1 million vehicles to preserve the brand's niche appeal.

Managing Subaru's breakneck growth may prove challenging as the company brings new capacity online and introduces a seven-seat crossover in the next few years.

Yoshinaga said that Subaru has settled on a maximum annual production capacity of 1.03 million vehicles. That can be pushed 6.8 percent higher to 1.1 million with overtime. No new factories are in the works.

"We are at an important turning point," Yoshinaga told Automotive News at the Tokyo Motor Show. "Many companies try to be bigger or sell more vehicles. If Subaru does the same thing, we will lose our characteristics."