How Subaru Attracts A New Younger Buyer To Their Adventure SUVs
The Subaru Outback has always been synonymous with the outdoors and was the original adventure vehicle. But it’s been around since 1995 when the Japanese automaker launched the first model. How does Subaru get a new generation of young, active outdoor enthusiasts interested in their new all-wheel-drive 2019 Outback SUV/Crossover and Ascent family hauler? You take them on a road tour.
This weekend Subaru took two vehicles from their all-wheel-drive stable and drove them to Denver, Colorado. The 2019 Outback and Ascent vehicles were on display at the REI store to capture the attention of a younger audience with active lifestyles. Subaru and REI have partnered to bring the automaker in a weekend-long event featuring a first-hand look at the Outback and Ascent.
Sarah and Emily were two of the hosts handing out refreshments, giveaways including special headbands and camping cups for Subaru owners and REI members. Attendees could also enter for the chance to win an REI Adventure trip for two to either Grand Teton or Yosemite National Park with an REI camp bundle.
Torque News went to find out what the Subaru/REI event was about and find out if the marketing plan is working. What we saw were dozens of young active adventure enthusiasts who stopped to look at the Outback and all-new Ascent family hauler. We talked to many guests who told us they do not own a Subaru now but would be interested now that they’ve seen the all-wheel-drive models up close.
We talked to a young couple, Shawn and Wendy from Australia who owned a Subaru WRX and Liberty sedan when they lived down under but now owns a Toyota Highlander after moving to Colorado. When I asked them if they would consider a Subaru again, Shawn said, “Yes absolutely, I am interested in the Ascent for my wife, and I want an STI (Subaru WRX STI).”
Sarah told me the team of four are driving the new Subaru Outback and Ascent to Bloomington, Minnesota next and then will continue the Subaru/REI road trip for three months before heading back home to Portland Oregon where she lives. You can check out the Subaru Road Trip at REI schedule here. They may be coming to a city near you.
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Photo credit: Torque News (Denis Flierl)