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Subaru, The Respected Brand

Subaru is one of the world’s most respected automobile manufacturers. Since its American debut in 1968, it has always appealed to the weaker one. What it manufactures are sure-footed AWD vehicles fit for snow, rock and city pavement. What it sells is freedom. Still, its existence remained precarious. Subaru nearly collapsed in the 1980s when it tried to challenge Toyota, Honda, and Nissan in the mainstream car market with a lineup of sedans and sports cars.

Today, Subaru ranks top in consumer satisfaction, mechanical reliability and all-terrain performance. All Subaru automobiles come with sure-footed Symmetrical All-Wheel Drive and bulletproof boxer engines. The lineup includes two-seat RWD sports cars, AWD crossovers, comfortable commuter sedans and renowned rally racers. Yet Subaru has racked up more endorsements by independent arbiters of automotive quality and safety than just about any other manufacturer.

Subaru’s Relationship with it’s Fans

What Subaru has done is to make itself into the first automaker that could be described as “artisanal”, focused, individualistic, and really good at a very few things. With only limited resources, Subaru has made smart bets on features like all-wheel drive, developed memorable marketing and advertising that set it apart from the competition, and learned more about its customers than any other automaker. In appealing to them by geography and lifestyle, it has built the deepest loyalty in the car business. The company understands itself so well that for years its advertising tagline was the self-referential “It’s what makes a Subaru, a Subaru.

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