Subaru: The Emotional Myths Behind the Brand’s Growth
Sal RandazzoConsumerWorksNot so long ago … Subaru was an also-ran third-tier Japanese car company, struggling in the shadows of Toyota and Honda. Not any more. Subaru has become a popular brand. Buyers have been lining up to buy the various models. Even with a slumping economy, Subaru sales have been on the rise.
The turning point came in 1993. Subaru was limping along, with seven years of declining sales, when George Muller, a Subaru executive, made two important decisions. He decided to focus solely...