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Subaru Just Extended Your Boundaries - It's Why They Are The Best At Brand Loyalty

Subaru picked up its second consecutive brand loyalty award. How does Subaru keep pushing boundaries with the 2020 Forester, Outback, and Crosstrek?


Why do customers keep coming back to buy a new 2020 Subaru Forester, Outback, or Crosstrek? Subaru just picked up its second consecutive brand loyalty award from J.D. Power. Subaru also received the best overall brand from Kelly Blue Book’s Brand Image awards this year. What is Subaru doing to keep its customers loyal?

Most automakers are building SUVs with the things consumers want. They have cargo room, they are getting more fuel-efficient, they have the latest technology, safety features, and convenience elements you want. Subaru is doing something else that sets them apart from the rest, but what is it? Subaru says they are more than a car company, but what does that mean?

2020 Subaru Outback, 2020 Subaru Forester, 2020 Subaru Crosstrek

Subaru keeps its competitive edge by giving customers an extra level of connectedness. Not in the area of technology, but connected to what its customers want and where they live. Its customers don’t live for the workweek, they live for the weekends. It’s not something new, Subaru has been connected to its active customer base for decades.

Even though camping has exploded in popularity in the last six years, it’s not a new area of interest for Subaru. An estimated 7 million people have started camping since 2014, with around a million new households purchasing a tent in 2018. Outdoor adventure, from biking to hiking to kayaking is also on the rise.

2020 Subaru Outback, 2020 Subaru Forester, 2020 Subaru Crosstrek

Subaru’s customers have loved the outdoors and getting away from the noisy urban life for decades. Subaru continues to connect with them by offering SUVs that can go the extra mile off-pavement and customers don’t worry about getting stuck out in the wilderness. They have recently formed a partnership with REI, the outdoor gear company.

It all fits with a feature like X-Mode that was first introduced in 2014 on the Forester. It will get you out safely when an unexpected hail storm hits the mountains in the summer, or a snowstorm on Labor Day hits the higher elevations with a foot of the white stuff.

In 2020, Subaru introduced an extra level of off-pavement ability. The 2020 Subaru Forester Sport, 2020 Outback Onyx Edition, and new 2021 Crosstrek Sport are now outfitted with dual-function X-Mode for even more extreme use. Customers can go Overlanding and get back home safely with this latest feature. Subaru keeps pushing the boundaries. It’s what the automaker does to keep its customers loyal.

You Might Also Like: Which Subaru Is Best Fit For Overlanding Right Off The Showroom Floor? Why You Should Choose The New Forester

Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press and the founder of Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.

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Photo credit: Subaru


rayonriver (not verified)    August 5, 2020 - 9:54AM

Unfortunately, brand loyalty can lead to the herd ignoring very serious flaws, defects etc and instead just accepting them as quirky and part of owning a certain brand. This happens with not just Subaru. My experiences with Subaru and SOA have not been good. My suggestion to anyone considering purchasing a Subaru would be to do some serious research first. Class action lawsuits regarding oil consumption issues, the CVT transmissions and now fuel pumps make Subaru a poor option IMO regardless of how much I
"LOVE MY SUBARU". And I would love to love my Subaru, don't get me wrong but I will never purchase another one. They are simply plagued with too many serious issues at this point

Thomas Ward (not verified)    August 6, 2020 - 2:00AM

In reply to by rayonriver (not verified)

Bought my new Impreza in May, although the AC worked fine it made a clunk when starting it up. Well Subaru dealership replaced the AC compressor, which fixed the issue. Being in touch with Subaru corp, they decided to give me a full 7/100k bumper to bumper Gold plus warranty, They did this to build my confidence in my new car.

No car is perfect, Subaru not only fixed the issue, they also went the extra mile in building my trust in my car.

Wilbert (not verified)    August 6, 2020 - 7:44AM

In reply to by rayonriver (not verified)

Years ago (2014?) when my 2015 Subaru WRX STI engine failed at 6k while I was on the track (piston ringlands broke), Subaru covered the engine under warranty. I was impressed that Subaru of America did that for me. Maybe it's not like that anymore, but if I have any issues with my Subaru, I feel confident that it will be fixed by Subaru.

Richard R Stearman (not verified)    August 9, 2020 - 1:17PM

you have got to be joking!...less than 90k and my subaru mechanic gives me the awesome diagnosis and suggestion of not fixing it but selling it as horrific investment. 07 forester xt...well-taken care of and not abused, according to mechanic..very pretty paperweight with a blown engine..had to literally "dump" it...will.always advise against the purchase of any subaru.

Chris alderman (not verified)    August 9, 2020 - 2:08PM

We have bought 2 subarus in the past 4 years. When my wife got pregnant with my first son we really started looking at family cars. One of her biggest fears was driving in the rain. We did a lot of research and decided to go with a crosstrek. We loved it. She felt safe while driving in all weather conditions with our son. Fast forward a few years and our second son was born. As much as we loved the crosstrek we soon ran out of room with strollers and car seats and grocery shopping. We decided to trade our crosstrek in for a forester. It filled all of our space needs and still gave her the great handling and feel of really gripping the road we came to expect. A few month ago a tornado came threw our town and ripped our trees out of the ground and threw them on her car. Finally got it all cut and cleaned up and only damage was a cracked windshield and dented hood. This thing is a tank and really made us feel good about our decision. I would highly recommend them for family safety. Of course all machines can have issues but so far we haven't had any.

Benjamin Koenig (not verified)    August 10, 2020 - 10:29AM

I own 2 subaru outbacks. I love them both! One is a 2003 with 357k miles on it, and runs like a top! I have had to do head gaskets, but other than that, pretty much just regular maintenance! My other outback is a 2010 outback with 204k miles on it! I would feel comfortable driving either one cross country any time! I beat on my 03, haul a snowmobile trailer, yet it still runs great! I'll continue to stick with subaru! Their AWD system is unmatched on the market too, and they handle extremely well off road and in winter!