Subaru Outback: MY 2010
DDB Canada
Section I — Basic information
Business Results Period (Consecutive Months): | October 2009 – December 2010 |
Start of Advertising/Communication Effort: | October 10, 2009 |
Base Period as a Benchmark: | October 2008 – June 2009 |
Section II — Situation analysis
a) Overall Assessment
Outback's best days were behind it. It had been a key model in the Subaru line-up, accounting for 28% (4,300 cars) of total Subaru unit sales in 2001. Since then, Outback had been in major decline, selling just over 2000 units in 2008, or only 11% of total Subaru unit sales. Outback was no...