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Subaru Expands "Build and Buy" WRX STI Online; How They Go After a New Generation of Buyers

Subaru Australia is expanding their WRX STI “Build and Buy” online concept to include the new Impreza. How will a new generation of buyers respond?

When Subaru Australia launched the WRX STI “Build and Buy” online concept, it was a huge success. The online purchase initiative was first introduced in 2012 for the BRZ sports coupe and proved a success, with the car sold-out after just three hours of going “live” on the web. The online model was then rolled out to the high-performance WRX STI and was also a big hit with performance fans.

Now Subaru is going after a new-generation of buyers and they will do it with their newly-launched 2017 Impreza sedan and 5-Door compact. This new online buying platform was built with a “mobile first” approach, meaning consumers can “build” a new 2018 Subaru WRX STI, BRZ or 2017 Impreza online with their smart phone and also purchase the vehicle anywhere, anytime.

Subaru goes after a new-generation of consumers

Subaru knows there is only a small segment of car shoppers who purchase online, but they know this young generation of buyers are the ones who will do it. This segment will be more apt to go online and build, and then ultimately purchase the car. Online shoppers can view the price, calculate the payment, and get a value for their trade-in to make purchasing easier than the traditional dealer experience.

Buyers can use the online buying concept with the newly-refreshed 2018 Subaru WRX STI and BRZ sports cars. Now Subaru Australia is expanding the “Build and Buy” online concept with the newly-launched 2017 Impreza compact. It’s likely to be a big hit with a new generation of buyers who will use their smart phone to buy a car.

Photo credit: Subaru AU