Subaru is currently enjoying an enormously successful period. With sales above 580,000, 2015 marked the seventh straight year of record sales for the company. Subaru is accomplishing this in spite of its comparatively small size and lack of any real diversity in its product line. So, how do they do it?
Point of differentiation. Over the years, Subaru vehicles have become known for their high safety ratings. In fact, the 2016 Outback, Crosstrek, Impreza, WRX, Forester and Legacy were all named the Insurance Institute for Highway Safety’s “TOP SAFETY PICK+” for 2016. The 2016 Crosstrek and Outback have also been awarded the National Highway Traffic Safety Administration’s “5-Star Safety Rating.” As a result of such safety ratings, Subaru’s infamously loyal customers have come to expect a higher level of quality.
Simplified product line. As noted above, Subaru boasts a considerably compact range of affordable product offerings. As a result, Subaru vehicles offer customers a simplified selection of features across the product line. For many customers, the characteristic that sets the brand apart in this regard is the all-wheel drive.
Engaging advertising. In the realm of advertising, Subaru has been able to produce ads that really resonate with its consumer base. Take a look at this 2016 Subaru Forester commercial and see for yourself. As this ad illustrates, Subaru understands the values of its target market and speaks to what matters the most to them.
Brand loyalty. Apart from the above factors, Subaru has utilized other valuable tools to endear itself to its target market and build brand equity. Subaru has learned about its customers and the things most important to them. As a result, Subaru shows support for the ASPCA, Human Rights Campaign and the LGBT community. For Subaru, the combination of all these factors has resulted in formidable brand loyalty.
Can you think of more attributes that make Subaru such a strong brand? Please share below!