Subaru of America: Subaru Owner Love
BUSINESS OPPORTUNITY/CHALLENGE
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...