Who is buying the hot-selling 2023 Subaru Crosstrek subcompact SUV and Impreza compact car? According to an Automotive News sibling publication AdAge and Harris Poll report, it's Generation Z customers.
According to the new quarterly report, the Subaru brand is going after customers aged 18 to 24, or Generation Z. Automotive News says five automotive brands placed in the top 20 brands gaining recognition with Generation Z.
The poll ranks brands by how much their equity has changed with Gen Z and how much their perception of brands changes from quarter to quarter. It surveys U.S. consumers ages 18-24.
BMW was ranked fourth overall, the highest of any auto brand in the study. Number one was discount grocery chain Aldi, followed by the WNBA and ice cream brand Blue Bunny.
photo credit: Michael's Subaru
Among car brands, BMW ranked number one with Gen Z customers, followed by Volvo, Subaru, and Cadillac. However, the automotive brand's high ranking concerns how "EVs are driving a lot of momentum," said Harris Poll CEO Will Johnson.
Subaru has the new 2023 Solterra EV, but it's geared toward older customers. So what is Subaru doing differently than other automakers? The Automotive News report points to Subaru of America's charitable activities.
AN says. "The Japanese brand in November launched its annual "Share the Love" initiative with an accompanying campaign that pledged to raise $250 million for four charities."
How does giving to charities attract Generation Z customers?
Subaru connects with a younger demographic by partnering with the American Association for the Advancement of Science (AAAS), the world's largest general scientific society and publisher of the Science family of journals.
Subaru has been going into the schools and giving awards to kids to celebrate outstanding science writing and illustration for children and young adults, which honors four titles ranging in subject from dinosaurs to digestion.
Since 2005, Subaru of America and AAAS have partnered to encourage the writing and publishing of high-quality science books for young readers, foster their interest in and appreciation of science, technology, engineering, and mathematics, and inspire the next generation of scientists.
"Subaru Loves Learning is all about giving students the tools to reach their full potential, and books are powerful tools of inspiration that inform and help expand a child's world," said President and CEO Tom Doll Subaru of America.
It's a serendipitous or the butterfly effect. One kind and generous act will affect a new generation of kids long before they ever purchase a car. The kids encouraged today by Subaru's school awards won't buy a new car for years, but they will remember Subaru when they do.
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Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report, where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.
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Photo credit: main image Michael's Subaru