Subaru, a very niche and low sales level brand in Spain (1,500 cars sold as average in a regular year at the ebeginning of the 10s), was coming back to the market after a two year slowdown due to the tsunami at Fukushima.
We decided to focus the communication on what makes Subaru a different brand: the all wheel drive in all their cars. In a market where most SUVs look like 4x4s but are actually regular front wheel traction vehicles, Subaru was the only car you could be sure it was a true 4×4, with everything that implied in terms of product quality as well as the the driver’s knowledge and lifestyle.
This way, we were giving up the mainstream market, but managed to escape the noise of the battle over being the best SUV for the city and we took the decision making to a field (real 4x4s) and a target (lovers of the outdoors who do value the benefits of all-wheel drive) for whom, thanks to its price and features, Subaru models are much more competitve.
Welcome to Subaru, the brand for the true 4×4 and for whom the best roads are the ones that don’t look like roads.
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