2017 Subaru Impreza: Ready Aim Fire Bullseye
Subaru thinks they hit the mark with millennials with the 2017 Impreza. COO Tom Doll in his statements at the unveiling of the new 2017 Impreza says, “Impreza is aimed at millennials.” Subaru thinks they can give them exactly what they want and he gave away their marketing plan. If you are in this demographic, this is how they will market the new compact car to you. By appealing to your need for new experiences, new dreams and new adventures according to Doll.
There are 80 million millennials (age 18-34) in the U.S., By 2020 they will make up 40 percent of all car buyers in the U.S. market. Millennials buy more compacts than any other segment and they like small sedans. They are also looking for utility and Subaru offers the 5-Door hatchback in the Impreza to meet this need.
Subaru thinks they not only hit the target, they hit the bullseye with millennials. Research shows this demographic wants safety and reliability first and styling and driving dynamics a close second. 5-door buyers are looking for practicality and utility. The new Subaru Impreza with the new global platform architecture seems to offer it all.
Safety is Subaru’s number one priority
Subaru has stated they want to be the overall safety leader and it’s their number one priority over everything else. They’ve backed it up by getting top TSP Plus safety ratings for all their vehicles for the last six years. Their Eyesight driver assist system has been proven to reduce accidents by up to 60 percent. Subaru says 96 percent of all their vehicles produced in the last 10 years are still on the road, which speaks to reliability.
Fun to drive
Subaru’s new Impreza gets new styling outside and inside that will make it an appealing compact. The new global platform changes the driving dynamics considerably on the new Impreza. It now comes with a 13:1 steering ratio and Active Torque Vectoring for improved performance in the curves. The new sedans and 5-Door hatch should both ramp up driver engagement over the current models.
There’s five reasons why Impreza looks like it will hit the bullseye with millennials when it arrives in showrooms later this year. The new 2017 Impreza has been upgraded with new exterior styling, an upgraded interior, improved driving dynamics, a quieter ride and improved gas mileage. Add in standard all-wheel-drive and it’s why Subaru thinks they have another winner.
Photos used with permission from Subaru