Subaru Announces New Advertising Campaign

Love. It's What Makes a Subaru a Subaru

CHERRY HILL, N.J., April 24 -- Subaru of America, Inc. today announced a new marketing campaign based on the strong emotional bond Subaru owners have with their vehicles. The campaign, developed by the company's brand agency, Carmichael Lynch, features print, TV and digital media components.

Two key research-based insights led to the campaign: the first was that while most consumers have heard of Subaru and believe it to be a good product, 60 percent have no strong emotional opinion or attachment to the brand. The second was that Subaru owners are known for their outspoken passion and love for the brand, and this applied across all models around the country.

The campaign squarely places the car and the consumer at the center of the advertising. John Colasanti, chief executive officer of Carmichael Lynch said, "Subaru owners are 'experience seekers' -- they want to live bigger, more engaged lives. They choose Subaru as a conscious alternative to the mainstream. To them, the car is the enabler of that bigger life."

By focusing on the love they have for their car, Subaru is challenging non-owners: do you love your car?

The work is split into three tiers: The Heart, The Brain, and The Wallet, based upon the process of how consumers approach a new vehicle purchase. The Heart tier answers the question -- "Why could this brand be for me" and is not just about Subaru's durable, reliable and capable vehicles, it's also about the love people have for the brand and how it enables them to lives their lives.


The Wallet tier focuses on the financial and value aspects of buying a Subaru and allows for the inclusion of timely news and information and can be used for local dealer advertising.

Contact the regional Subaru sales office for further information.