Video: How Subaru targets the compact sedan market in the U.S.
Running, biking, hiking, motorsports, camping are all activities of a new generation of buyers that Subaru will go after with the 2017 Impreza. The Impreza Sedan Concept car was unveiled in LA because the U.S. market a key for the Japanese automaker. It’s already the number one global market for Subaru and they want a bigger market share of the sedan market. How will Subaru go after a new generation of sedan buyers?
Taking all the strengths of the brand, safety, reliability, all-wheel-drive, and boxer engines, Subaru will mix in a healthy dose of their new design language in the new Impreza. Subaru chose LA to unveil the sedan concept because they want to grow sedan sales where they have been historically weak. They will target a younger generation and compete directly with the Honda Civic, Toyota Corolla, Ford Focus and Hyundai Elantra.
Michael McHale Director, Corporate Communications, Subaru of America said at the press conference at the 2015 Los Angeles Auto Show, the Subaru Impreza Sedan Concept is “A really strong hint at where the brand is going in the future.” President and COO of Fuji Heavy Industries, Yasuyuki Yoshinaga says, After this year, the next-generation of vehicles starts with the Subaru Impreza compact and he expects the sedan and hatchback models to lead the way for a new generation of Subaru vehicles.
The new 2017 Impreza platform will be shared with all upcoming Subaru’s and they will continue with their core values of the boxer engine and all-wheel-drive. Subaru also throws in a big dose of safety that is another core value that appeals to all generations.
The Outback and Forester are currently leading the way in sales in a strong U.S. market where Subaru sells about 60 percent of their cars globally. Fuji Heavy projects another record year with 953,000 cars sold worldwide. Tom Doll, President and COO Subaru of America, says the Impreza Sedan Concept is “a precursor of what you can expect from the next-generation Subaru Impreza sedan.“
Before now, Subaru’s crossovers have been the star performers with the Outback, Forester and Crosstrek multi-purposed vehicles. Now Subaru wants to add to the brands success with more Impreza, WRX/STI and Legacy sedan sales. Look for the new-generation 2017 Subaru Impreza to lead the way as Subaru attracts a new generation of buyers with its new design language.
Media source: SubaruGlobal TV