Subaru BRZ: Scorched

This case study describes how Subaru differentiated its new BRZ car model in Canada, in competition with an almost-identical car model by a different manufacturer.

Subaru BRZ: Scorched

Agency: DDB CanadaClient: Subaru Canada, Inc.

Section I — Basic information

Business Results Period (Consecutive Months): June 2012 – June 2013

Start of Advertising/Communication Effort: June 15 2012

Base Period as a Benchmark: N/A (NEW VEHICLE)

Section II — Situation analysis

a) Overall assessment

2012 marked Subaru's first-ever foray into the sports car segment with the introduction of the 2013 BRZ. This was an exciting opportunity for Subaru to showcase it's superior engineering. Complicating matters was the BRZ's identical twin, the Toyota FR-S. The BRZ and the FR-S were the products...

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