Subaru Forester: Family rally

This case study demonstrates how Subaru Forester, the SUV brand, used a rally driving event to grow awareness and sales in Canada.

Subaru Forester: Family rally

DDB Canada

Situation analysis

Overall assessment

With only 4% market share, Subaru is a small player in the compact SUV category that is dominated by giants. The Subaru Forester fights for attention within the category. And for those who are aware of the model, Forester is perceived as a "boxy," outdated, and ugly wagon – a barrier that still lingers from the earlier designs of Forester, many of which are still on the road. Despite the success of recent campaigns, Forester purchase consideration still lags behind the big boys. With only a 2.1% share of voice,...

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