Subaru of America: Subaru Owner Love

Car-maker Subaru was experiencing stagnant sales, a reduction in customer loyalty and a lack of consistency in its brand strategy.

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...

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