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How Subaru Attracts Young Winter Warriors To The Brand

Subaru is attracting a younger buyer to the brand. WinterFest is one way they go after winter warriors.

If you are a car company, how would you go after a new younger buyer who had never bought one of your cars before? Subaru is attracting a younger buyer to the brand by going after winter adventure seekers. The Subaru brand has been involved with winter sports all the way back to the 70s when they advertised with the US Ski Team. They continue to reach urban adventurists, but not with the Subaru GL Wagon, but now with the new-generation Crosstrek small SUV.

It’s one reason why the new-generation Crosstrek is the hottest car in the Subaru lineup. Subaru designed the Crosstrek CUV for young urban adventure-seekers who want to experience more thrills from life. It’s got extra ground clearance for off-roading, all-wheel-drive all-weather capability, hatchback utility, and has a go-anywhere attitude like the winter-adventurers that buy the vehicle.

Subaru is attracting new buyers to the brand at a 60 percent clip, and many are young millennials who like the mountain winter lifestyle and are snowboarders. Subaru goes after more of these winter warriors by offering Subaru WinterFest 2019, a one-of-a-kind, multi-mountain resort destination, and lifestyle tour.

What is Subaru WinterFest?

There are eight stops across seven states in the best mountain resorts. Snowboarders, skiers, winter enthusiasts and Subaru owners can enjoy live music from national touring indie/bluegrass/Americana/folk bands such as The Lil Smokies, Lukas Nelson & Promise of The Real, G Love & Special Sauce, and Langhorne Slim & The Law, food and beverage, daily giveaways, and gear demonstrations.

Visitors are encouraged to demo the latest gear from top brands such as Nordica, Lib Tech, Thule, Shred and other partners offering daily giveaways at on-site tiny house inspired event trailers complete with rooftop and front decks. The new 2019 Subaru Crosstrek fits well with their adventures lifestyles and will be on display for winter warriors to check out. Subaru also brings the new 2019 Forester Sport and Ascent family hauler to the ski resorts.

WinterFest 2019 schedule

January 12-13 Snowshoe Mountain, WV
January 19-20 Jack Frost Big Boulder, PA
January 26-27 Boyne Mountain Resort, MI
February 15-17 Copper Mountain Resort, CO
February 22-24 Snowbird, UT
March 2-3 Sierra-at-Tahoe Resort, CA
March 8-10 Boreal Mountain Resort, CA
March 15-17 Mt. Bachelor, OR
March 22-24 Eldora Mountain Resort, CO

WinterFest 2019 is one way Subaru introduces their brand of all-wheel-drive vehicles like the 2019 Crosstrek to a new generation of winter adventure seekers and is attracting young winter warriors to the brand. It’s working for Subaru as the new Crosstrek is the hottest all-wheel-drive vehicle in the brand’s stable.

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Photo credit: Subaru USA