2015 Subaru Outback: Equipped for life's authentic adventures

This case study explores how the Subaru Outback differentiated itself from its SUV competitors in Canada by positioning itself as "authentic" – in comparison to "faux" – when it came to adventures.

2015 Subaru Outback: Equipped for life's authentic adventures

DDB CanadaSubaru Canada

Situation analysis

Overall assessment

Outback has historically defined the Subaru brand for many of their loyal customers. The model began a long decline from 2001-2009 when it went from 28% of brand sales to just 11% in 2008. Outback was very successfully relaunched in 2009 with the MY'10 Outback, spiking sales and share through 2010-12. But with no significant model changes, Outback sales declined by 13.2% in 2013 and was back down to 16.6% of total Subaru sales. With no significant updates to the model on the horizon,...

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