Subaru Outback: MY 2010

Subaru's Outback SUV had once been a key model in its line-up but sales in Canada were in long-term decline.

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...

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