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?
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.
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.
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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