buck the trends

もう１本、モントリオールガゼットから。カナダスバルCEOの記事です。buck the trendsを含みこの見出しの意味するところを解説してください。くるま好きだけど、毎日練習しようと思わない（日本人英語学習者があこがれがあるのにやらないと同じ）小山本くん、やっつけてください。（UG）
Subaru: Still successfully bucking the trends
'We haven't followed the pack, trying to keep up -we've quietly gone our own way, winning the hearts of drivers...'
Shiro Ohta Chairman, President and CEO Subaru Canada Inc.
If you've been watching developments in the automotive industry over the last couple of years, you may have noticed something interesting. Amid the economic troubles and the bailouts and the consumer retrenching, a very small number of car companies actually thrived and prospered -and I'm delighted to report that Subaru was one of that elite group.
It's no fluke that we sold more cars last year than in any year previously. It wasn't luck that we set a new record for market share. And it's certainly no accident that over the last couple of years we've also won glowing accolades from drivers, critics, and consumer watchdog groups alike for the vehicle attributes that are consistently rated most important to consumers:
Read more: http://www.montrealgazette.com/life/Subaru+Still+successfully+bucking+trends/3543266/story.html#ixzz0zwgItE4p