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Subaru Steers to Bigger Niche
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Tags: United States, Automobiles, Japan,
Subaru's new marketing campaign "True Love" tries to broaden the car's appeal to customers outside the northeast and Colorado. In the past the car's four wheel drive and performance in snow driving made it popular in states with winter snow conditions. Subaru is now making an effort to sell in southern and western states, appealing to customers who want higher fuel efficiency and improved safety. Subaru has 2.3% of the American market, but its sales are higher in a few states. with a 11% market share in Vermont. Subaru sales have grown rapidly and increased during the recession. Sales increased 41% between 2008-2010 with the popularity of a new version of the Outback wagon. In 2010 Subaru increased sales by 22% to 263,820 cars.
Subaru
06/01/2010
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