2016 Subaru WRX STI, 2016 Subaru WRX
Denis Flierl's picture

How Subaru uses motorsports to remarkably grow WRX STI interest

The 2016 Subaru WRX STI production car is a top seller for the brand and sales are up in the U.S. How does Subaru use motorsports to keep sales hot?

Subaru and Subaru Technica International (STI), the motorsports division of the brand are using the WRX STI to brilliantly market their performance cars around the globe. It’s working because the 2016 Subaru WRX and WRX STI performance sedans are leading the entire Subaru lineup in percentage of sales increase for the year. Interest in the WRX/STI sports cars has never been higher in the U.S., Australia, Canada and Europe.

Even though the Subaru Impreza Sedan Concept got all the publicity in LA, Subaru and STI also brought the new 2016 WRX STI Global Rallycross car to the LA Auto Show this week. Subaru continues to put a focus on their motorsports involvement because it reaps rewards far beyond the race track and rally stages.

Subaru Tecnica International, the motorsport division of Fuji Heavy Industries (FHI) who manufactures Subaru cars, has stepped up their involvement in the U.S. scene this year. STI’s motorsport technology filters down to Subaru’s entire lineup and it’s one reason why Subaru continues to set new records every month with the WRX/STI, Forester, Outback and Crosstrek.

Subaru of America just received an award from 2015 W3 Awards for creative excellence on the web for their Launch Control Video series. The video series keeps motorsport fans connected to their Subaru WRX STI Rally America car and the WRX STI GRC cars STI runs in the U.S. It’s working, because now in its third season, Subaru Launch Control has remarkably produced over 15 million views online. Watch the most current episode 3.11 below.

Fuji Heavy’s President and CEO, Yasuyuki Yoshinaga, knows that motorsports plays a key role in marketing and technology and they will keep STI’s involvement at a high level in the future. While other brands like Mitsubishi with their Lancer Evolution have pulled out of the performance car market, Subaru knows it’s a smart move to stay in race.

Media source: Subaru of America

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