Manufacturer Spotlight: Subaru Thriving Thanks to Brand Consistency
http://www.autoobserver.com/2010/01/manufacturer-spotlight-subaru-thriving-thanks-to-brand-consistency.html
"Data from Edmunds.com indicate Subaru leapt from a rank of No. 19 in brand sales to No. 11 last year. Those left in the dust from Subaru's four driving wheels include brands like Chrysler and Mazda.
And in a joust that went down to the last weeks of the year, Subaru's 216,652 sales even surpassed much-larger Volkswagen of America (213,454), an automaker that has been vocal about ambitious expansion in the U.S. market.
Subaru executives are pleased and slightly amused at passing VW, a company McHale reckons "should be selling three or four times the cars, given (the size of) the model range."
"We've done it selling proper cars to proper customers," he says, summarizing with a few clipped words several of the reasons why Subaru's flourishing while most flounder.
McHale's phrase captures the essence of Subaru's growing appeal: its buyers are well-educated, well-earning and know enough to shop for a "proper" vehicle. They could afford more, but choose the reverse snob-appeal of Subaru (many industry analysts have long believed that, in this measure, Subaru mimics Audi's blend of upscale-but-unpretentious, particularly now that Saab appears to be out of the picture).
http://forums.nasioc.com/forums/showthread.php?t=1918805
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