Think. Feel. Drive. This campaign is the embodiment of the Subaru car brand which develops innovative products for intelligent drivers. Promoting the pleasurable driving experience, the Subaru offers a premium ride that asks the consumer to live and enjoy.
The beautiful Japanese name Subaru was given to the first passenger car prototype of the brand in 1954, the P-1, by its developer after the proposals of name suggestions were not favoured. It translates to the star cluster pictured in it's logo which is coincidentally a symbol of intelligence and idealism. Subaru is the name of a star cluster in the Taurus constellation. Of the constellation, only six of the stars can be seen by the naked eye. Interestingly, the parent company of Subaru, Fuji Heavy Industries Ltd. (FHI) was created by the merger of six companies.
Subaru has historically been acknowledged as an industry innovator, using some of the most advanced all-wheel drive technologies in the world. In the 60s, it was the first Japanese manufacturer to offer front-wheel drive passenger cars and it was the first to introduce the first four-wheel drive passenger cars in the early 70s. In recent years, the sturdy car brand seems to have found its niche by focusing on a few lines of functional, durable designs that couple the four-door car concept with sport utility vehicles. Subaru has found considerable success in this line, having sold more than 10 million vehicles worldwide, breaking all-time sales records in 2004 for the second consecutive year with numbers that only seem to be on the rise. Probably the most well know Subaru is the Impreza, an iconic vehicle and multiple winners of the World Rally Series.
But even with such great numbers, Subaru was greatly in need of a branding revamp. It was largely viewed as more of a practical rather than an inspirational car brand, Subaru recently invested in its brand and to create a racier, sexier image so as to align the cars with the higher-end Volvos and Acuras of the world. Subaru's revamp was cleverly designed to keep the core of the brand balanced with its famed principles of innovation and tradition.
Another area where Subaru is excelling in terms of business awareness and current trends is with environmental awareness. Advanced policies which include recycling, reducing harmful emissions, educating their employees, and continuing their efforts have helped them in its green initiatives. Subaru has a zero landfill waste plant in the USA, which is a significant step in the car manufacturing business. Subaru has also developed energy efficient hybrid vehicles as well as a recycling plan for their "end-of-life" cars.
By going green, using effective branding strategies and remaining on top of the selling market, Subaru is able to create a niche where consumers are gently being persuaded to enjoy their vehicles, while also bearing in mind environmental impact.
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