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How Subaru Attracts A New Younger Buyer To Their Adventure SUVs

Subaru is all about the outdoors and they have a brilliant marketing plan. See how they get you interested in their new Outback and Ascent 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.

2020 Subaru Outback

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.

2020 Subaru OutbackIt’s working

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.

2020 Subaru Outback

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).”

2020 Subaru Ascent

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.

2020 Subaru AscentYou Might Also Like: Subaru Crosstrek Now Brings Their Youngest Customers To The Brand

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Photo credit: Torque News (Denis Flierl)


Eric (not verified)    June 30, 2019 - 8:46PM

That is a long trip, make sure there is a good supply of spare oil in each vehicle to replace all the burned oil. My forester needed 6 quarts for NY to CO and back. Where are they planning to stop and replace the wheel bearings and CVT transmissions?

bob deming (not verified)    July 1, 2019 - 12:20AM

given that outback and forester have doors that open wide, and are 8.x inches off of the ground, they are very suited to old folks with hip issues (and consumer reports notes that). Consequently, I see a lot more silver haired old folks driving Subaru vehicles in Texas than young folks toting recreational devices on their roofs.

Saif (not verified)    July 1, 2019 - 4:56PM

In reply to by bob deming (not verified)

One of my reasons for buying an Outback was considering old(er) age. The cockpit is also spacious and the viewing excellent. Here in Ann Arbor, it's families and mid to older folks with outback's but Subaru's are all over the place in general.

Ken (not verified)    July 1, 2019 - 5:33PM

Do buy Subaru!! They are crappy cars. Bought one new just 5 years ago and have had nothing but headaches. It had an oil consumption problem that started at 50k miles, the lights had a wiring problem that caused the running light to burn out are just 6 months and to make matters worse it ended up needing a new transmission at 90k miles. Which happened conveniently after the warranty had expired. Please save yourselves and stay away from Subaru.