What makes one brand more successful in retaining its buyers and keeping them loyal? The 2015 Subaru BRZ points the way and tells us a lot about the Subaru brand. IHS Automotive, the leading source of information, insight and analytics has reported that Subaru is tops in brand loyalty and grew even more this year. Their analysis of first quarter new vehicle registrations in 2014, indicates that Subaru loyalty is a big reason for their improved retail market share.
Subaru, along with Jeep and Nissan had the greatest improvements in loyalty and experienced market share gains during the quarter. Subaru was able to improve its respective market share by more than half a percentage point. IHS says these three brands enjoyed the largest market share gains in the industry during the quarter.
But Subaru’s been outperforming the industry for years in increase of sales and brand loyalty. Especially here in the U.S, their performance has been remarkable. And performance is the key word not just in sales performance, but in how their cars perform on the road. The Subaru BRZ is a good example of why Subaru is tops in brand loyalty. Subaru makes cars that are fun to drive.
BRZ’s rear-drive platform combined with its Boxer engine, creates a two-door sports coupe that has one of the lowest centers of gravity of any sports car on the planet. It is powered by a 2.0-liter non-turbo powerplant that produces 200 horsepower. Because of the BRZ’s driving dynamics, it makes it a fun car to drive on the street or track.
Subaru’s three values
Subaru has created a niche market position with their entire lineup combining the outdoors with all-wheel-drive, and they give buyers fun with the BRZ and WRX/STI performance models. Subaru has three values they seem to promote, recreation, fun and safety. The Subaru BRZ is a good example of the fun value.
BRZ points to brand loyalty
Fun is a factor that is hard to put a value on, but Subaru has created a loyal following with their fun-to-drive vehicles. The BRZ sports coupe is one reason why Subaru drivers are loyal and stay with the brand. In 2012, Subaru's household loyalty rate was 50.4 percent, meaning that over half of all Subaru owners purchased another one. Subaru does a few things really well, and the 2015 BRZ’s fun-to-drive value, points to one big reason reason why Subaru owners return and is leading the industry in brand loyalty.
Other 2015 Subaru BRZ stories of interest.
Why Subaru and Toyota won’t axe the global BRZ two-door sports coupe