Subaru of America: Subaru Owner Love
In 2007, Subaru of America was at a crossroads: sales were stagnant; some Subaru owners, generally among the most loyal in the industry, were beginning to consider other brands; Subaru, typecast for snow and rugged terrain, struggled to expand beyond the northeast and northwest, holding no relevance for the Sunbelt.
Moreover, the brand lacked an identity:
Its flagship model, the Outback, was a brand unto itself and not transferring any equity back to the parent.
The brand had 6 different taglines and campaigns over 7 years.
Advertising strategies shifted, but tended to pursue a product focus in an attempt to identify buyers for each car rather than identifying buyers for the Subaru brand
Media support for Subaru was consistently below the competition's, not just the “Big 3” Japanese brands but also vs. niche marketers such as Mazda, Hyundai and even VW.