Marketing efforts
In the 1970s, the company decided to expand its model range from small kei class vehicles like the Rex and Sambar and begin to develop larger, mainstream passenger cars like the Leone, and when Subaru continued in their efforts, and introduced the Legacy in 1989, it was a sales success and a new direction for the company. Subaru decided to offer more products due to the Plaza Accord
agreement of 1985 which made the value of the yen stronger in exchange
rates to the dollar, which had an effect on Subaru sales in the USA. The
creation of the Legacy was influenced by Subaru's desire to compete
with successful Japanese carmakers Toyota, Nissan and Honda, and the
Legacy was targeted against the Camry, Stanza, and Accord. The Legacy
was considered mainstream in its appearance and a departure from
previous vehicles, which had earned a reputation of being "quirky".
Subaru continued their new direction with the controversially styled Alcyone XT (1985), the GT six-cylinder SVX (1992), and the Impreza (1993).
From 1995 to 2000, Subaru ran a series of advertisements for the newly developed Subaru Outback which starred Paul Hogan as his "Crocodile Dundee" film character. The advertisements were intended to highlight Subaru's all wheel drive,
and depicted the Outback in a number of rugged Australian locations.
The tagline "the world's first sport utility wagon" was successfully
used by Subaru, though the AMC Eagle had tried much the same idea, with less success in the 1980s.
Before the Outback was introduced, Subaru sold a badge engineered Isuzu Trooper in Japan as the Subaru Bighorn.
Some of the advertising slogans Subaru has used in the past include,
"Inexpensive, and built to stay that way", "The World's Favorite Four
Wheel Drive" (in the U.K.), "Plus on y pense, plus on a le gout de la
conduire" (Literally: "The more one thinks, the more one has the taste
(or desire, impulse, drive) of driving it") in French Quebec,[9]
"We built our reputation by building a better car", "What to Drive",
"The Beauty of All-Wheel Drive", "Think, Feel, Drive", and currently
"Love. It's what makes a Subaru, a Subaru" in North America, "All 4 The
Driver" in Australia, and "Uncommon Engineering, Uncommon Stability,
Uncommon Roadholding, Uncommon Sense" in the UK.[10] "Confidence in Motion"
As a result of this refocused advertising campaign, Subaru products
began to attract a following among the young and educated, who saw the
car as a practical alternative to the SUV craze. Subaru has historically
been popular in the Northeastern United States, as well as the Pacific Northwest.
According to Automotive Lease Guide, Subaru ranked second place in
vehicles that have the highest overall predicted resale values among all
industry and all luxury vehicles for MY 2009.[11]
The awards are derived after carefully studying segment competition,
historical vehicle performance and industry trends. According to a study
done by J.D. Power and Associates, for the 2008 Customer Retention Study, Subaru ranked at 50.5%, which was above the national average of 48%.[12] Harman Kardon is currently the audio supplier for Subaru products worldwide.[13]
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