View Full Version : What really makes a Subaru a Subaru? Love?

04-25-2008, 08:10 PM
Filed under: Marketing/Advertising (http://www.autoblog.com/category/marketing-advertising/), Subaru (http://www.autoblog.com/category/subaru/)

Thanks to Subaru's newest marketing campaign, we finally know what really makes a Subaru (http://www.subaru.com/sub/misc/sos/index.html?from=topNav) a Subaru. Love. Really? Allow Tim Mahoney, chief marketing officer for Subaru of America, to explain, "Love is the most powerful emotion and 'I love my Subaru' is the most used phrase I hear about our brand. We wanted to show the bond between Subaru owners and their cars through this work."

While it seems that current owners may love their cars, Subaru's research into the subject shows that the majority of the population have no strong feelings toward the brand at all. Past Subaru ads have communicated the rational reasons for purchasing a Subaru, but the marketing team now intends to key in on three specific subjects: the heart, the brain and the wallet, highlighting all of the considerations of a consumer looking for a new car. Will the new advertisements resonate with consumers? Dunno, but we do know that while we love ourselves (http://www.autoblog.com/2008/03/25/in-the-autoblog-garage-2008-subaru-impreza-wrx-sti/) some STI, there isn't much else that Subaru has to offer which make our hearts race.

[Source: Subaru]Continue reading What really makes a Subaru a Subaru? Love? (http://www.autoblog.com/2008/04/25/what-really-makes-a-subaru-a-subaru-love/)

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