Subaru Scores “Most Trusted Brand” 5 Years Running; It's All About Image
Why are customers so in love with their Subaru vehicle? Customers choose the new Forester, Outback, Crosstrek, and Ascent for their all-wheel-drive capabilities and safety, but it’s also about what the automaker represents on social media and TV. Subaru is more than a car company, they have become a lifestyle choice for customers. It’s more about brand image than it is about their cars.
Subaru just picked up their fifth “Most Trusted Brand” award in the 2019 Kelley Blue Book Brand Image Awards (KBB). Lexus takes the Most Trusted Brand in the luxury brand segment. Why does Subaru get it 5 years running?
KBB recognizes automakers’ achievements in creating and maintaining brand attributes that capture the attention and enthusiasm of the new-vehicle buying public.
Subaru keeps winning
Subaru has done a masterful job of creating a brand identity that resonates with consumers that goes far beyond the dealer showroom and their automobiles. Tom Doll, Subaru’s COO for Subaru of America told Bloomberg back in 2015, that sales took off when they “stopped acting like a car company.” This is when the automaker who specializes in all-wheel-drive vehicles started the “Love “ campaign sales ads.
You’ll see partnerships with ASPCA that has affected the lives of shelter animals, and they also have the “Make a Dogs Day” campaign. They have also teamed up with Make-A-Wish, AdoptAClassroom.org, Center for Pet Safety, Meals on Wheels, National Park Service, Philadelphia Cherry Blossom Festival and other charitable organizations around the U.S.
Subaru has done a masterful job of reaching people from every demographic by connecting with animal lovers, outdoor enthusiasts, senior adults, and the gay community through its dealer network that gives people an opportunity to pump dollars into their communities. They also have the Subaru Motorsports program that connects the automaker with performance and race car enthusiasts.
The smallest of the Japanese automakers has carved out a niche market with all-wheel-drive vehicles and has also touched peoples hearts with brilliant marketing and social media campaigns. Subaru of America is selling more 2019 Forester, Outback, Crosstrek, and Ascent vehicles than ever. It’s working well for Subaru.
Subaru just unveiled their all-new sixth-generation 2020 Outback SUV at the New York International Auto Show. The KBB trophies are also presented to the winning automakers on the floor of the New York Show this week.
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Photo credit: Subaru USA