Skip to main content

How Subaru Brilliantly Targets Impressionable Teens With New WRX STI [Video]

See how Subaru uses a blizzard to introduce the WRX STI to teens who are into winter sports.


Subaru has a brilliant marketing plan in Japan. They introduce the 2018 Subaru WRX STI to future performance fans on the ski slope in a blizzard. This is year five of the Subaru Slope Taxi where the Japanese automaker gives free rides to wide-eyed teenagers up to the ski slopes in their new 2018 Forester SUV, XV Crosstrek crossover and Outback wagon to skiers in Japan. At the end of the event, they show how the WRX STI performance sedan powers through the snow in a blizzard.

Is there a smarter way to introduce their vehicles to the next generation of winter sports enthusiasts? Subaru has set the brand apart by building multi-purpose all-wheel-drive vehicles that people use for recreation. These teens get to experience it from the back seat as the Outback, Forester and Crosstrek power up the slope to the top of the mountain.

They won’t have to get on the chairlift, but they will likely have to wait in line for the ride in the Subarus. This year, it was a perfectly-timed blizzard and it didn’t stop the STI from putting on a good show for the young skiers and snowboarders. Watch the video below to the end to see how it performs in the deep powder.

READ: Subaru WRX AWD is good the STI is better

It’s the STI these young winter sports enthusiasts want to see most to finish the day. The young generation of future car buyers gets to experience the new performance sedan’s AWD performance in the most extreme snow conditions as it powers through deep powder.

Subaru uses the blizzard to introduce the 2018 WRX STI to future performance fans in Japan. When the young skiers and snowboarders see the performance sedan in the snow, you can bet they will think of the WRX or WRX STI when they're ready to buy a new car.

Check out Subaru’s AWD performance in the snow in the video below.

Leave your comments below, and share the article with friends and tweet it out to your followers!

Follow Denis on Facebook, Twitter and Instagram

Photo credit: Subaru Japan