It’s Brilliant How Subaru Targets Millennials; It’s Called "Meet an Owner"
If you want to find out about a car to buy, what better way than to meet an owner who has already bought one. That’s what Subaru is doing with the all-new 2017 Impreza compact. They are connecting potential customers with loyal Subaru owners who love their cars. It’s a brilliant way to market the new 2017 Impreza sedan and 5-Door models with a generation of consumers who have never purchased a Subaru vehicle before.
Subaru knows it’s the millennials (age 18-34) who will be the buyers for the all-new 2017 Impreza. What appeals to this age group is of course much different than older age groups. And how you get them into your showroom is also different than previous generations. Subaru knows, millennials seek out third-party reviews when making purchases, and they rely heavily on word-of-mouth. So they connect them with Subaru owners first.
Meet an Owner
Subaru of America has rolled out a content-driven website called MeetAnOwner.com, featuring over 100 loyal Subaru owners of various models with their first name, how long they’ve owned their Subaru, a short description of how their car fits their lifestyle, and some even post a walk-around video. Potential customers can send them a message, ask questions, and get a response back from these “Subaru Ambassadors.”
There are 80 million millennials in the U.S., and by 2020, they will make up 40 percent of all car buyers in the U.S. market. Millennials buy more compacts than any other segment, and they like small sedans. They are also looking for utility and Subaru offers the Impreza 5-Door hatchback to meet this need. This group leads active lifestyles, and the Subaru brand fits them perfectly.
Subaru also knows the millennial generation uses social media to connect with their friends, and to find out information on purchases they will be making. Subaru uses the hashtag #MeetAnOwner on Instagram, Snapchat, Twitter, Facebook and YouTube to connect with potential Impreza customers.
It’s brilliant how Subaru markets the new 2017 Impreza sedan and 5-Door compact models with a generation of consumers who have never purchased a Subaru vehicle before. Alan Bethke, Subaru of America's senior vice president of marketing told Automotive News recently, "It's a gateway to young shoppers.”
Photo credit: Subaru