Uite si cum arata colegii din US, unde s-au vandut in 2009 vreo 216 652 de Subaru vs 43 401 in Europa.
"Customer Profile
Subaru's secret is that it understands the customers who drive its cars and has gotten smarter and more aggressive about reaching out to new ones who would feel at home as part of that clan. The company has the type of customer base that's particularly attractive to carmakers. The average household income of a Subaru owner is $88,000, the same as Honda Motor (HMC) and $10,000 more than Toyota , says Alexander Edwards, president of market researcher Strategic Vision. Plus, Subaru buyers are three years younger than the industry average and a quarter more likely to have a college degree.
They are a thrifty lot, traditionally buying less car than they can afford. Some 36 percent pay cash.
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Much of the automaker's marketing focuses on cementing its connection to customers. Subaru's research shows them to be an
eco-friendly bunch who value the freedom to go where they want, when they want. Unlike luxury car buyers, Subaruers are "
customers who are not buying things, but experiences," says Chief Marketing Officer Tim Mahoney. That meshes nicely with Subaru's all-four-wheel-drive lineup, showcased by TV ads that star one of its cars caked with road grit, being applauded by admiring spectators on a suburban Main Street. The tagline: love. "
In their marketing they've been focusing on what creates love between the owner and the automobile," says Edwards. "The 'share the love' campaign has been effective.
They play up fun, the adventure you can have in a Subaru."