2010 calendar year news about Diesel, Hybrids, Concept car news
Fuel economy issues
Safety crash tests, safety ratings, recalls
Subaru and Toyota
Advertising news
Sales news
DIESEL, HYBRID, ALTERNATE FUEL and CONCEPT CAR news in 2010
edited for length, content
4/14 diesel not really
dead is that faint heartbeat or a mechanical pump? With Mazda
announcing their plans for their diesel in 2012 at the NY auto show earlier
this month, Subaru again keeps their diesel diehards hope on life
support. A few back in 2008, Subaru said we'd have a diesel this
year (2010) but that speech is long forgotten (did it even happen), replaced
by hybrid talking points about 2012. Subaru's 2.0L diesel is available
around the world, but not in North America. Why not, what's wrong with
us? It's expensive to make a diesel engine and diesel fuel is more expensive
here than in other parts of the world so there's less saving for the consumer,
US emissions are strict, and how much of a market is there for a diesel
anyway? Diesel's reputation here isn't great- think 1970s GM, smoking
MBs, and noisy oversize trucks clattering away next to you at at stop lights.
Forget it, that's old school diesel. New diesels are really quiet, clean
burning, efficient and zippy. And yes VW and Audi do well with them.
But can Subaru afford both hybrid and diesel? Note- Toyota doesn't have
diesel here, they're all about hybrid and when you're partnered up with
the hybrid leader, why fight it? But would enough Subaru buyers pay the
premium for a diesel anyway? Which will get better MPG going forward, diesel
or hybrid? Basically, if you have to pick one technology, hybrid or diesel,
which one has the better long term future for improvements as well as marketing?
Tough questions, but I'd bet on hybrid. Though tomorrow or next year I
might change that.
Here's a recent article
that keeps the hope of US diesel enthusiasts hanging on and the rumor mill
churning. And Subaru never wants to quash or confirm rumors or online chat
keeps them in the news - its all good advertising.
"Subaru is open to the possibility
of selling diesel-equipped vehicles in the U.S., but according to Subaru
Executive Vice President Tom Doll, several things will have to happen first.
In an interview with Ward’s Automotive, Doll commented on emissions regulations
and the price of diesel fuel.
“The emissions requirements
in the U.S. are significant. And given the price of diesel fuel, where
it is right now, it really does not pay to bring the vehicle into the U.S.
,” he said, then giving hope to diesel-lovers by also stating that, “We’re
trying to see what happens. As the market sorts itself out, we’ll get ready,
and then look at bringing the car (here).”
Currently Subaru sells its
2.0-liter 4-cylinder boxer diesel in Europe where it makes 145-hp and 258
ft-lbs of torque and gets around 34/41 mpg (city/highway) in vehicles like
he Forrester 2.0D.
Two other factors will play
an important role in Subaru’s decision. The first is what other automakers
are doing, with VW recently announcing its new mid-size sedan (which will
replace the Passat) will be offered as a diesel. Not to mention confirmation
that Mazda will also bring a diesel model to the U.S. Another factor will
be economies of scale. Subaru has long played a niche role in the North
American marketplace, but has seen considerable growth in sales over the
past year. If that growth continues and Subaru can see fit to offer the
2.0D diesel engine in models ranging from the Legacy, to Outback to Forrester,
then a more sound business case could be made for the engine." the
article
3/30 Toyota sells hybrid
technology to Subaru, Mazda, Nissan .. it's expensive to develop hybrids
so smaller car companies are falling in behind Toyota as the need and demand
for better gas mileage cars increases.
'Mazda took another step
toward independent product development March 29, agreeing to lease hybrid
drivetrain technology from fellow Japanese auto maker Toyota Motor Corp.
instead of longtime U.S. partner Ford Motor Co.
The deal gives Mazda access
to the electric powertrain system used in the third-generation Prius, which
was launched last year and is the world’s most popular hybrid vehicle..
For Toyota, the deal also
pushes its hybrid technology closer to becoming a global standard. Leasing
it to other companies is not only a cash stream for the world’s biggest
auto company, it’s also a potent way to guarantee volume for its suppliers,
which drives down cost.
Subaru also has been developing
its own hybrid drivetrain based on technology from Toyota Motor.. Toyota
also supplies the hybrid system used in the Nissan Altima hybrid sedan.'
the
article
1/12 Detroit Auto Show
The
Hybrid
Tourer Concept was there and and Thomas Doll said Subaru hopes to have
something like the Tourer out in 2012.
STI SE and WRX Limited
should be available starting March
FUEL
Economy in 2010: ratings, issues, news, EPA and CAFE' news etc
edited for length, content
top
5/21 EPA looks beyond
the app 34mpg 2016 model year fuel economy requirement, plans for 2017-2025
'Automakers joined federal
policymakers at the White House today (5/21/10) to launch the next
phase of coordinated NHTSA and EPA regulations to address fuel economy
and greenhouse gas emissions through 2025. The new rules would be for 2017model
year and on and would also expand to include medium- and heavy-duty trucks
for the first time, beginning with model year 2014 and running through
2018. The agencies hope to finalize the truck rules by 2012.
Passenger car regulations
are currently in place. Starting with 2012 model year vehicles, automakers
are required to improve fleet-wide economy and reduce fleet-wide greenhouse
gas emissions by approximately 5% every year.
NHTSA has established fuel
economy standards that strengthen each year reaching an estimated 35.5
mpg for the combined industry wide fleet for the 2016 model year.
SAFETY
CRASH TESTS safety news, including recalls etc in 2010
edited for length, content
top
4/8 Safety ratings and
crash tests to get stricter for 2011 models with fewer models getting
5 star rating.
Because so many cars currently
get 5 stars, especially for front impact tests, the results are no loner
a real help to differentiate models.
There will be a new overall
star rating that summarizes the front, side and rollover crashes in additon
to the 5star ratings. Top selling models will tested first at a rate of
30-40 per year.
Tests will be done with
a new 97lb female-size dummy in addition to the larger male dummy used
now.
A new Pole side impact test
will have the car sliding into a 10" diameter pole at 20 mph, hitting by
the driver’s door behind the windshield pillar (aka A pillar).
Starting with the 2011 models,
20% of a company's cars need to meet the stricter rules, going up to 100%
for the 2014 models.
NHTSA started using the
5 star ratings in 1994my, side impact tests were added for the 1997my,
rollover tests based on car height and width were added for the 2001my
with acual rollover tests for the 2004my.
2/28 Consumer Reports
annual April car issue is available. There's a lot to read about choosing
new and used cars so pick it up at your local newstand. It's always good
information.
Japanese cars always tend
to score well with CR but Ford and GM seem to be better represented than
in previous years. CR suspended recommendations of recalled Toyotas and
noted those with an *.
> Recommended cars cover
the spectrum of manufacturers and prices. Top cars are: small SUV-
Subaru Forester; small sedan- Hyundai Elantra SE; sporty car- VW
GTI; family sedan- Nissan Altima; sports sedan- Infiniti G37;
family hauler- Mazda5; truck- Chevy Silverado 1500; green car- Prius; family
SUV Chevy Traverse; and the best overall car is the Lexus LS 460L.
Most Subarus are recommended
except the Impreza WRX. Read magazine page 7, and the best/worst ratings
summary on page 26.
> Top car companies based
on CR reliability scores only: #1Honda, #2 Toyota, 3 Mitsubishi,
4 Hyundai, 5 Porsche, 6 Subaru... read the magazine pg 16.
> The top car companies
based on a combination of CR reliability scores and road tests etc. Top
score is 100: #1 is Honda and Subaru. Both got the highest score of 77
(out of 100). Toyota got 74, Hyundai 73, Nissan 72, VW 72, Mazda
71, Mercedes 69 down to Chrylser with 46. (read magazine page 15).
Buy the annual CR April
car issue at your local bookstore or subscribe online
3/10 safety- not just
Toyota uses electronics. All car companies use electronic components,
microprocessors and computers. Its a fact of modern life. Toyotas recent
problems will bring greater attention to and focus on safety redundancies.
Here's a recent article
'Japanese carmakers are
considering following Toyota's lead in adopting a brake override system
that would potentially address all sources of unintended acceleration,
including driver error. The system cuts engine power when the accelerator
and brake pedals are applied at the same time.
Nissan Motor is the only
Japanese carmaker that has a function on nearly all of its cars that prioritises
the brakes when both pedals are depressed. Among Japan's eight carmakers,
Mazda said it would add the system to all future models "as soon as possible"
starting this year.
Morgan Stanley auto analyst
Noriaki Hirakata wrote in a recent report that the cost of installing a
brake override system was about $50 a vehicle, adding that it could come
down if more brands adopt it.
Honda, Suzuki, Mitsubishi,
Subaru, and Daihatsu all said they were considering adopting the system.
The timing and scope of the roll-out were still under study, they said.
"I think (it) could eventually become a standard feature, just like airbags
or anti-lock brake systems," said Daihatsu spokesman Haruki Mori.
Unintended acceleration
in Toyota and Lexus vehicles -- at the heart of the automaker's recalls
-- has been linked with at least five U.S. crash deaths since 2007. The
causes of many cases of unintended acceleration are unknown, and are often
blamed on driver error.
U.S. Transportation Secretary
Ray LaHood has said that safety regulators may require allnew cars to have
braking systems that tell the engine to return to idle when both accelerator
and brake pedals are depressed.' the
article
Subaru
and Toyota news in 2010
edited for length, content
5/6 how loyal are you?
customers are still loyal to Toyota. Subaru ranks well for customer devotion.
Toyota's customer loyalty faded slightly in the first quarter after a spate
of safety recalls, but its loyalty numbers were still the strongest in
the industry, auto information site Edmunds.com said Tuesday.
During the first three months
of the year, nearly 58% of Toyota trade-ins resulted in the purchase of
a new Toyota, Edmunds said. That was down 4% from the same quarter a year
ago but still higher than other brands.
Ford's loyalty rate was
second-highest, at nearly 56%. Hyundai, Honda, Subaru, Nissan and Mercedes-Benz
were the only other brands that had a loyalty rates of 50% or higher, Edmunds
said. Mercury had the lowest loyalty, at 14 percent.
3/30 Toyota sells hybrid
technology to Subaru, Mazda, Nissan .. it's expensive to develop hybrids
so smaller car companies are falling in behind Toyota as the need and demand
for better gas mileage cars increases.
'Mazda took another step
toward independent product development March 29, agreeing to lease hybrid
drivetrain technology from fellow Japanese auto maker Toyota Motor Corp.
instead of longtime U.S. partner Ford Motor Co.
The deal gives Mazda access
to the electric powertrain system used in the third-generation Prius, which
was launched last year and is the world’s most popular hybrid vehicle..
For Toyota, the deal also
pushes its hybrid technology closer to becoming a global standard. Leasing
it to other companies is not only a cash stream for the world’s biggest
auto company, it’s also a potent way to guarantee volume for its suppliers,
which drives down cost.
Subaru also has been developing
its own hybrid drivetrain based on technology from Toyota Motor.. Toyota
also supplies the hybrid system used in the Nissan Altima hybrid sedan.'
the
article
3/10 safety- not just
Toyota uses electronics. All car companies use electronic components,
microprocessors and computers. Its a fact of modern life. Toyotas recent
problems will bring greater attention to and focus on safety redundancies.
Here's a recent article
'Japanese carmakers are
considering following Toyota's lead in adopting a brake override system
that would potentially address all sources of unintended acceleration,
including driver error. The system cuts engine power when the accelerator
and brake pedals are applied at the same time.
Nissan Motor is the only
Japanese carmaker that has a function on nearly all of its cars that prioritises
the brakes when both pedals are depressed. Among Japan's eight carmakers,
Mazda said it would add the system to all future models "as soon as possible"
starting this year.
Morgan Stanley auto analyst
Noriaki Hirakata wrote in a recent report that the cost of installing a
brake override system was about $50 a vehicle, adding that it could come
down if more brands adopt it.
Honda, Suzuki, Mitsubishi,
Subaru, and Daihatsu all said they were considering adopting the system.
The timing and scope of the roll-out were still under study, they said.
"I think (it) could eventually become a standard feature, just like airbags
or anti-lock brake systems," said Daihatsu spokesman Haruki Mori.
Unintended acceleration
in Toyota and Lexus vehicles -- at the heart of the automaker's recalls
-- has been linked with at least five U.S. crash deaths since 2007. The
causes of many cases of unintended acceleration are unknown, and are often
blamed on driver error.
U.S. Transportation Secretary
Ray LaHood has said that safety regulators may require allnew cars to have
braking systems that tell the engine to return to idle when both accelerator
and brake pedals are depressed.' the
article
3/9 Subaru and Toyota:
In a move to strengthen their relationship, Toyota will dispatch an executive
to Fuji Heavy Industries Ltd.
Mitsuru Takada, 54, will
assume the post of corporate senior vice president at Fuji Heavy on April
1, and his title at Toyota will change from managing officer to adviser
the same day, Toyota said Tuesday. This will mark Toyota's first time dispatching
one of its current executives to Fuji Heavy.
Takada represented Toyota
when it formed a tie-up with Fuji Heavy in 2005 and when Toyota raised
its Fuji Heavy stake from 8.7 per cent to 16.5 per cent in 2008.
He became general manager
of Toyota's corporate planning division in 2004 and then managing officer
in charge of corporate planning in 2008. And since 2009, he has been a
Tokyo-based public relations executive for the automaker."
1/26 Toyota goes all
the way - recall the cars, stop sales, shut factories
This is the right time
to compare Legacy-Camry, Forester - Rav4, Impreza - Corolla/Matrix,
Outback, Tribeca to Highlander.
1/30 updates- a fix
for the sticking gas pedal will be shipped in the coming week.
Honda Motor Co. meantime
is recalling 140,000 2007-2008 Fit hatchbacks because of a bad window switch,
after a child died when fire broke out in a car last year.
1/29 updates-
the recall now includes
Europe, China etc. 'Consumer Reports has temporarily suspended its "recommended"
status for eight Toyota vehicle models and one Pontiac model that may have
accelerator pedals that can stick and cause unintended acceleration.
We are also advising used-car
buyers to avoid purchasing any of the affected vehicles until this issue
is resolved.' CR
website
Toyota, known for building
some of the best cars around, is taking the drastic step of not only recalling
2,300,000 cars but also halting new sales of 8 very popular cars and trucks
and actually shutting down the factories that make them for a week because
the gas pedal can stick causing unintended acceleration. The US government
requested this action.
The sticking throttle only
involves cars with accelerator pedal from component supplier CTS of Elkhart,
Ind, Toyota says, and is separate from the Toyota/Lexus recall to stop
floor mats from sliding up over the pedal.
According to Toyota, the
accelerator pedal can become stuck when mechanisms get worn. It's uncommon
and develops gradually over time, Toyota spokesman Brian Lyons said. The
pedal may become harder to press and become slower to return when released.
In the worst cases, it may become stuck in a partially depressed position.
The cars in the recall/stop
sale are the 2007-2010 Camry (the #1 selling car in the US), 2009-2010
Corolla, 2009-2010 Matrix, 2009-2010 Rav4, 2007-2010 Tundra, 2005-2010
Avalon, 2008-2010 Sequoia, and 2010 Highlander. The 09-10 Pontiac Vibe
is included because its based on the Corolla and built at the now closed
GM/Toyota plant in Fremont, Ca.
The stop sale does not include
the Camry hybrid, Prius, Tacoma, Sienna, Venza, Solara, Yaris, 4Runner,
FJ Cruiser, Land Cruiser or Lexus or Scion.
Toyota will also stop production
for a week starting February 1st at 5 Toyota plants including the
Camry line at Subaru's SIA plant in Indiana. Also temporarily shutdown
will be plants in Canada, Texas, Kentucky and engine plants in Alabama
and West Virginia.
The official Toyota
press release, for help call Toyota Customer Service 800-331-4331.
top
Subaru
ADVERTISING and SPONSORSHIP news in 2010
edited for length, content
6/11 What women buy, a
study of registrations by truecar.com.
Subaru is #4 with 43.2%
of cars sold registered in a woman's name, though no one Subaru model was
in the top 10.
'TrueCar’s study was based
on over 13 million actual vehicle registrations, covering the last two
years.. In looking at the gender of the name on the registration alone,
and not driver or decision maker, the data shows that more men than women
– at a rate of 64% to 36% – register vehicles in the US, even though females
make up 51% of the population, according to the U.S. Census Bureau.
Some of the key findings of the TrueCar.com study include...
The brand with the highest
percentage of female registrations was Kia (45.8%), followed by Suzuki
(44.2%) and Mini (43.9%). There were 10 total makes with female ratio
of over 42%, including Subaru, Hyundai and Volvo, which are all brands
known for safety and/or value.
> The top models women buy
(more women than men buy): VW Beetle 56.1%, Nissan Rogue 53.5%, Hyundai
Tucson 53%, VW EOS 53%, Volvo S40 sedan 51.9%, Honda CRV 51.3%, Kia Sportage
50.5%, Toyota Rav4 50.4%, Nissan Sentra 50.1%.
> The top brands women choose
are: Kia 45.8%, Suzuki 44.2%, Mini 43.9%, Subaru 43.2%,
Nissan 43.1%,, Hyundai 43.0%, Honda 42.8%, Volvo 42.4%, Lexus
42.3% , Mitsubishi 41.5%, Mercury 41.4%, Mazda 40.9%, VW 40.2%,
Toyota 39.6%'. by Truecar.com
5/31 advertising- new
'Badge of Ownership' program. Have a Subaru, get a badge. Subaru
marketing is hard at work coming up with new ways for you to show Love
and spread enthusiasm for Subaru.
To enhance the experience
and welcome new owners, Subaru will send a welcome packet with a guide
to owner benefits booklet with company contact info, various websites etc.
Hopefully they'll also include your dealer and salesperson contact info
since that's always the first place to go for specific questions about
operating the new car, or for service, comments, help, advice etc.
Plus you can request a
free 'Badge of Ownership'
check my webpage www.cars101.com/subaru/badgeofownership.html
Request a free Badge
of Ownership to put on the car to show and help spread the Love. If you
currently have a Subaru, you can get one too. Its a small round badge
that you adhere anyplace but typically car logos, names, and emblems are
put on the back of the car or the sides just in front of the doors.
The Badge will indicate what number Subaru this is that you have owned
(my 2nd Subaru, 3rd etc), and off on the side of the badge you can attach
your choice of 12 currently available emblems or symbols indicating your
sport, hobby, or lifestyle etc. You can choose more than one emblem, and
yes, you have to have a Subaru to get the badge (you'll need the VIN).
The emblem choices are (see image)
Snow Sports, Outdoor Sports,
Biking, Mechanical, Animals, Performance, Lesbian/Gay, High Mile, Gardening,
Love, Environment, and Music/Art.
Here's the website BadgeofOwnership.com
to order your badge. It takes 4-6 weeks to arrive.
On the website is a suggestion
box for future emblems, which is a good idea. Here are a few quick thoughts
and yes there are more but I'm being polite. So, in no particular order,
and having fun, here are a few more possible emblems: photography/cinema
(camera); carpenter/painter (hammer, brush); reading/writing (book, pen);
hunting/fishing (crossed gun, bow, rod); sailing/boating (boats); planes/flying
(plane, parachute); working ($1 paycheck); gym fitness (workout machine),
horse, dog, cat, bird etc; knitting/sewing (needles, thimble); camping/hiking
(tent); jogger (running feet), cooking (pot over crossed fork and knife);
democrat or republican (donkey, elephant); shopping (building with
'Mall' over door); wine/drinking (bottle); space (rocket); sex (ah ...
never mind); computer (laptop with virus); medical (syringe or caduceus);
nothing ( O with a line through it); bored (question mark); and of course
the obvious ones, the Subaru logo, and one with your dealer's name. And
ones Subaru won't make that you have to make yourself- other car brand
logos, body parts, off-color words etc..
5/22 ASPCA Guardian members
qualify for special Subaru pricing on new cars.
"The ASPCA
Guardians are a group of dedicated friends like you who make monthly
gifts that provide a consistent, reliable income stream, allowing us to
focus more resources on our lifesaving programs, and less on raising the
necessary funds." 6 months of Guardian membership is required. Read more
about the ASPCA/Subaru
program
here.
5/19 a summary of Subaru's
success with customers that like to go where and when they want.
One thing won't change:
Subaru's emphasis on the relatively upscale buyer who values freedom and
frugality. Subaru managers think that's a market of up to 60 million buyers—far
larger than the niches of academics, tree huggers, and gays and lesbians
that it's long been associated with...
'... By courting financially
solid buyers with a taste for the quirky, tiny Subaru of America sped through
2009, logging record sales and market share along the way. Last year Subaru
became the 11th most popular U.S. auto brand, up from No. 19 just a year
earlier... It's the growth leader again so far in 2010 - up 41% through
April. For the first time, its unit sales exceed those of such better known
brands as BMW, Lexus, Mazda, and Volkswagen...
Subaru's secret is that
it understands the customers who drive its cars and has gotten smarter
and more aggressive about reaching out to new ones who would feel at home
as part of that clan. The company has the type of customer base that's
particularly attractive to carmakers. The average household income of a
Subaru owner is $88,000, the same as Honda and $10,000 more than Toyota,
says Alexander Edwards, president of market researcher Strategic Vision.
Plus, Subaru buyers are three years younger than the industry average and
a quarter more likely to have a college degree.
They are a thrifty lot,
traditionally buying less car than they can afford. Some 36% pay cash.
Subaru has played to that frugal bent by cutting roughly $1,200 from the
$26,342 average price of its cars in 2007. Those cuts haven't killed profit
margins because the lower prices allowed Subaru to reduce sales incentives
and rebates on its cars substantially. Currently, the company gives about
$1,333 per vehicle in incentives—the lowest level of any major car brand,
says Thomas Doll, chief operating officer. That's almost half the $2,310
in incentives Toyota currently gives its buyers. Much of the automaker's
marketing focuses on cementing its connection to customers. Subaru's research
shows them to be an eco-friendly bunch who value the freedom to go where
they want, when they want. Unlike luxury car buyers, Subaruers are "customers
who are not buying things, but experiences," says Chief Marketing Officer
Tim Mahoney. That meshes nicely with Subaru's all-four-wheel-drive lineup,
showcased by TV ads that star one of its cars caked with road grit, being
applauded by admiring spectators on a suburban Main Street. The tagline:
love. "In their marketing they've been focusing on what creates love between
the owner and the automobile," says Edwards. "The 'share the love' campaign
has been effective. They play up fun, the adventure you can have in a Subaru."
Last year the company sold
a record 216,652 cars in the U.S. It's upping production 40% this year
at its Indiana plant, which also builds cars for Toyota, Fuji's largest
shareholder. The plant is located in an official wildlife preserve with
no waste sent to landfills, in keeping with Subaru's support for causes
such as the American Canoe Assn. and the Leave No Trace Center for Outdoor
Ethics.
Such brand-building moves
help Subaru win new customers on the cheap. It spends about $154 million
a year on U.S. advertising—$100 million less than the VW brand (which sells
about the same number of vehicles in the U.S.), a fifth of what Hyundai
spends, and a fraction of the $2.2 billion plunked down by GM, the industry
spending leader, according to Kantar Media. "They're kind of the poor man's
Audi," says James Bell, executive market analyst for KBB in Irvine, Calif.
To keep growing, Subaru
would benefit from adding a compact-class car and hybrid to its U.S. line,
says Bell. Subaru and Toyota have said they're working together to develop
a small, sporty car that both will sell. Fuji Heavy President Ikuo Mori
has said the company's first hybrid will arrive in 2012.
One thing won't change:
Subaru's emphasis on the relatively upscale buyer who values freedom and
frugality. Subaru managers think that's a market of up to 60 million buyers—far
larger than the niches of academics, tree huggers, and gays and lesbians
that it's long been associated with. "They are basically adding people
who are Subaru buyers in their hearts, but don't know it," says Edwards
of Strategic Vision. By Subaru's math, with 2.4 million Subarus now on
the road, that leaves 57.6 million customers to go.' the
article
5/15 Subaru advertising
overview from www.brandinsightblog.com
'Winter Storm Slams Into
Washington. Travel Advisory For The Entire Mid Atlantic. Historic Storm
Hits Atlantic Coast.'
Subaru of America loves
headlines like that. Every time a big storm brings traffic to a standstill,
the Subaru brand shines.
You seldom see an all-wheel-drive
Outback wagon or a Forrester stuck in a snowbank. And you won’t see the
company taking government bailout money. While the big three automakers
were buried in losses, Subaru was cruising right along. Overall, U.S. sales
were up 15% in 2009. In July, they posted a record sales month, up 34%
from the previous year. In 2008, despite the lowest incentives in the industry,
Subaru gained market share.
Not bad for a niche brand
with a limited vehicle line up and a miniscule media presence. Subaru’s
entire advertising budget is less than what some automakers spend on a
single vehicle.
Which brings me back to
those dreaded winter storm warnings and an ad I recently spotted in Ski
Magazine:
“Snowstorm Advisory. More
of a calling than a warning.” Subaru. No photo of the car. Just a dramatic,
black and white photo of a lonely road in a blizzard. It’s taken in the
first-person perspective, as if I’m sitting in the front seat. That ad
doesn’t just speak to me. It sings. Hats off to the creative team at Carmichael
Lynch. And a round of applause for the client at Subaru who actually stood
up against the industry convention and agreed to leave the car out altogether.
It takes guts to run a full
page ad in a national magazine without showing the product. And I’m sure
the dealers gripe about it, and say “it’s just a branding ad.”
But it works. It speaks
volumes about the brand, and it touches a highly relevant emotional chord
with anyone who has ever driven through a blizzard to be first on the chairlift.....
... To me, the message is
loud and clear… crummy, snowy roads can’t stop me from doing what I love.
In this ad, it’s benefits
over features, all the way to the bank. Karl Greenberg, editor of Mediapost
said, “Subaru has the kind of brand equity and staunch loyalty you usually
find in luxury marques, which means they can keep their message on product
and brand, not on deals or features.”
Rather than running a headline
that touts the features of a Subaru (ie the “symmetrical all-wheel-drive
system) the ski magazine ad conveys the benefits of that system:
It sells the idea of all
wheel drive. While everyone else is stuck at home, Subaru owners are out
enjoying life. Having fun. Missing nothing. It’s a message of empowerment
wrapped in a warm, wintery blanket. That’s what long term brand advertising
is all about… connecting with specific groups of people in a relevant,
emotional manner, time after time, after time. Until people start feeing
like part of club.
Clearly the top executives
at Subaru get it. They know their market. They’re clear on company values.
And they’ve designed products that align perfectly with the brand, the
message and the medium. You couldn’t place that Subaru ad in The New Yorker
or Parade Magazine, even during a snow storm. It would be out of context
and off target. And when you see it in context of ski magazine, it doesn’t
come across as hype. It’s as authentic as they come. But no brand is perfect,
and Subaru has had its share of flops. For instance, they ran full page
ads featuring the Motor Trend Car Of The Year trophy.
Unfortunately, Subaru drivers
don’t care about automotive awards. In fact, they buy Forresters almost
because of the derogatory comments from industry insiders. Subaru once
tried to build a sports car. The SVX was a classic branding faux paus…
In the mind of the consumer, Subaru means only one thing: Functionality.
No amount of advertising could change that. So it wasn’t a sports car,
and it didn’t look like a Subaru. What the hell was it? It didn’t’ stand
a chance.
Subaru CEO Ikuo Mori recently
admitted that the “up market migration” with the B9 Tribeca hasn’t worked.
Too big and too flashy for
that family of cars. Jim Treece from Automotive news said, “There is nothing
especially wrong with the B9 Tribeca, except that it has utterly nothing
to do with Subaru’s brand.”
Despite its occasional slip-ups,
Subaru enjoys tremendously high brand loyalty. Rally enthusiasts swear
by them and people sell their neighbors on Subaru based on their own brand
stories. And the common theme: The cars are relentlessly practical. Especially
in a snow ' read
the article
5/10 What, a 2011
Outback already? it's all or a good cause. Subaru is a
sponsor of, and has donated a 2011 Outback to, the Southern California
Heal the Bay, "Bring
Back the Beach" auction fundraiser May 20th. Subaru will also give
$50 for each test drive taken by Heal the Bay supporters through May 31,
click
here for the test drive form. Heal the Bay is dedicated to making
S. Ca coastal waters healthy and clean. With the recent oil disaster
in the gulf, protecting our waters is more important than ever.
4/12 Subaru back in the
Rally? The WRX STI spec C will be driven on the Rallye Deutschland
of Production World Rally Championship
4/9 Subaru signs up to
sponsor Pilots'nPaws, an organization and website that provides a meeting
place for those who rescue, shelter or foster animals, and pilots and plane
owners willing to assist with the transportation of the animals.
Nearly 7 out of 10 Subaru
owners have a pet and Subaru knows that pets are part of the family. In
an effort to help find homes for animals in need, Subaru is proud to partner
with Pilots and Paws and looks forward to working with PNP bringing people
and pets together. The
pilotsnpaws.org. website
| 3/1-31, 2010 Love Spring Event. a feel-good event with no specific model focus. The tag line was 'Great Deals On All Models. Now through March 31'. |
 |
3/12 Subaru's loyal
customers serve the company well. "When Russell Levine's lease on his
2006 Subaru Forester was coming to an end, his car hunt was quick. Levine
picked out another Forester SUV, his fourth. Levine, 48, of Huntington
Woods, Mich., was not tempted to try another brand.
"The data speaks for itself.
It's highly rated by independent agencies. The mileage is good," said Levine,
an information technology architect who recently started commuting to a
new job at General Electric's technology center.
Subaru's message of high
safety ratings, fuel economy and resale value is resonating with more drivers,
especially highly educated ones that automakers like to capture.
Last year, Subaru's sales
rose 15.4% even as U.S. auto industry sales fell 21%, the best performance
of any automaker. That helped the Japanese automaker's U.S. market share
grow from 1.4% to 2.1%. That 50% market-share gain is a huge jump for a
niche automotive brand.
Subaru is seen as a quirky
company that appeals as much to drivers who need their cars to haul skis
as it does to engineers and professors looking for a practical vehicle...
James Bell, Kelley Blue
Book executive market analyst, calls Subaru one of the most well-placed
companies in the industry.. Falling auto sales and the credit crisis that
pushed Chrysler and General Motors into bankruptcy reorganization didn't
touch Subaru. "The stars kind of aligned for us," said Tom Doll, COO of
Subaru of America.
Since mid-2008 — as U.S.
auto sales started to dive — Subaru has updated its lineup. It also has
received high safety ratings and praise from magazines such as Consumer
Reports and Motor Trend. Subaru's momentum, however, didn't stop last year.
The company's sales are up 33% through February. Doll said he expects sales
to be higher in 2010 and that Subaru will hang onto a 2%-plus market share
in the U.S.
"Subaru today appeals to
everyone, whereas years ago it really did have a limited audience," Glassman
said. To meet rising demand, Subaru this year plans to hire 200 to 400
employees at its plant in Lafayette, Ind., where the Legacy, Outback and
Tribeca are built...
"Subaru also knows its customers
do research. According to J.D. Power, 68% of Subaru drivers have at least
a four-year college degree, compared with 55% of other new-car buyers.
Subaru customers, Doll said, are "happy with who they are. They could afford
to buy anything. But they prefer to buy a Subaru." the
whole article
2/14 Valentine's Day- get your Subaru True Love Event chocolate heart
2/14 advertising- Subaru ads in the Puppy Bowl. As Subaru says, 'Nearly half of Subaru owners are dog owners. That’s why we’re letting our best friends do the testing'. The ads are designed to reinforce the emotional bond between car and owner. Watch the videos and yes dogs are bad drivers.
2/12 advertising, 2009 Share The Love results . For the 2nd year in a row, Subaru contributed $250 per car sold from 11/21/09-1/4/10 to the buyer's choice of charities. Proving how much Subaru people like animals, the breakdown is ASPCA $1,339,860.66, Meals On Wheels $1,355,376.46, Habitat for Humanity $1,094,917.66, National Wildlife Federation $712,027.86, and the Boys & Girls Clubs of America $717,817.36.
2/5 Advertising- Subaru
Puts Dogs in the Driver Seat for New Campaign
'This weekend, the automaker
will roll out a series of spots, created with Carmichael Lynch, Minneapolis,
featuring all-canine drivers of the Subaru Forester under the tagline "Dog
tested. Dog approved." Dogs are shown "driving" and even parallel parking
their vehicles to tout Subaru's pup-friendly brand message. The spots will
premiere during Animal Planet's "Dogs 101" marathon Saturday, with airings
planned for Animal Planet's Sunday telecast of its sixth-annual "Puppy
Bowl," National Geographic's "Dog Whisperer" marathon Feb. 15 and
USA's coverage of "The Westminster Dog Show" Feb. 15 and 16. Subaru will
also air different versions of the spots on its YouTube channel and on
several key websites.
Kevin Mayer, the car maker's
director-marketing communications, said about half of Subaru's customers
own a pet, and it indexes higher than most car makers with dog owners...
Beginning in 2008, the marketer
started running print ads touting its ASPCA partnership that read, "Without
dogs, how would you get rid of that new-car smell?"
The doggie outreach is the
latest iteration of the "reverse upfront" integrated-marketing strategy
Subaru started two years ago. The company meets with key media partners
months before the marketplace formally moves to get first crack at key
integrations and sponsorships. Deals with Animal Planet ("Groomer Has It,"
the "Dogs 101" marathon), Syfy (a co-starring role for the WRX in "Eureka")
and History's "Expedition" were inked during that period.
Although many of the partnerships
feature specific Subaru vehicles, Mr. Mayer likes to keep a more holistic
focus on Subaru's marketing. "Most of what we do is really at the brand
level. Forester happens to be the lead vehicle in these [dog] spots, but
it's really about the brand and connecting with the consumer to let me
know we care about their passion points...
Subaru, Hershey and Mars
are all preparing big ad buys for Super Bowl weekend -- but you won't find
them on CBS.
The marketers are the leading
sponsors of this year's sixth annual "Puppy Bowl," airing Sunday at 3 p.m.
EST on Animal Planet." ... read more on adage.com
1/27 Advertising -
Subaru
Free Love Event chocolate heart embossed with the Subaru logo now arriving
at dealers that ordered them, just in time and nicely packaged for a Subaru
Valentine's Day. Makes you smile. Pictures
here
1/25 Advertising- Subaru
'True Love Event'. 1/25-2/14-ish, another 'how do I love
thee' ad campaign, starts late January through mid February (Valentine's
Day-ish). Includes dealer signs and banners etc but best of all,
dealers can purchase and give away little boxes of chocolates with a flip-open
lid where salespeople can put a business card. No other car company
has a box of chocolates for you for Valentine's Day. Don't you just love
Subaru, don't you want to buy one?
1/24 Subaru videos- fun old Subaru videos from youtube
1/13 Forget the Super
Bowl, watch the Puppy
Bowl VI Feb 7th, 3-5pm...
8 million people watched
Animal Planet's Puppy Bowl IV in 2008 and Subaru people do love their animals,
so this is a good match. Not to miss any cat lovers watching, there will
be a Kitty Half Time Show.
'Subaru of America hasn't
advertised in the Super Bowl since 1993 and won't again in 2010. Instead,
the automaker is the car sponsor of the Puppy Bowl, which airs on cable
TV's Animal Planet opposite the Super Bowl on February 7. Subaru
will have at least seven new “low cost” TV commercials arriving during
the Puppy Bowl, Tim Mahoney, the automaker's chief marketing officer, told
Automotive News today at the Detroit auto show. The work, from Carmichael
Lynch in Minneapolis, features dogs as drivers and passengers in funny,
humanlike situations. The ads are part of a new blitz themed “Dog Tested”
and reflect Subaru's nearly year-old sponsorship of the American Society
for the Prevention of Cruelty to Animals.' read the
article
1/9/10 Subaru continues
to sponsor Antique Roadshow on PBS. The 2010 season will visit and
appraise antiques and other goodies in San Diego June 12, Billings MT June
26, Miami Beach July 10, Biloxi MS July 24, Des Moines IA August
7, and Wa DC August 21. Want to attend? Applicants selected at random,
online application ends Monday, April 19. Apply
for tickets, roadshow
website
1/4/2010 advertising-
what's love got to do with it?
'It is just one of a spate
of campaigns focused on love, a sentiment enthralling Madison Avenue in
spite of - or perhaps as an antidote to - a downturn and two wars. Love
is selling cars (“Love. It’s what makes a Subaru, a Subaru), LensCrafters
eyeglasses (“See what you love, love what you see.”) and Payless shoes
(“I [heart] shoes.”), not to mention long-running campaigns for McDonald’s
(“I’m lovin’ it.”) and Olay (“Love the skin you’re in.”).
How the word for the most
profound of human emotions came to be so popular for peddling consumer
goods has less to do with linguistics than psychology.
“There are left-brain and
right-brain approaches to advertising,” said Linda Kaplan Thaler, chief
executive of the Kaplan Thaler Group, part of the Publicis Groupe. “For
a long time, there was a left-brain approach” that highlighted “rational
reasons and good selling points, but in the last several years studies
have shown that emotional attachments really are a crucial factor in purchasing
decisions.”...
'... In an ad for Subaru
— by Carmichael Lynch in Minneapolis, part of the Interpublic Group — a
man drives his Forrester for two days to “Subaru Heaven,” a junkyard where
Subarus are left for parts.
“You don’t just let some
wrecker haul off your 300,000-mile Forrester to who knows where,” says
the driver. “You give that car a chance to live on — one part at a time.”
The commercial is based
on a letter sent by a customer, said Kevin Mayer, director of marketing
communication at Subaru, which introduced the “It’s what makes a Subaru,
a Subaru” campaign in 2007.
“We think of our customers
as experience seekers, and the response they fed back to us over and over
is the love they had for the brand and how the product enables their lifestyles,”
Mr. Mayer said, adding that many Subaru owners are skiers or kayakers traveling
unpredictable roads, and they choose four-wheel-drive vehicles...' the
full article
Top Dealers and Top Subaru Salespeople
5/14/10 The top
25 Subaru dealers in the US January-April 2010
with their state and total new car sales.
#1 Heuberger, Co, 782, #2
Van Bortel, NY, 465; #3 Bill Kolb, NY, 428; Manchester, NH, 408; Shortline,
Co, 404; Stevens Creek, Ca, 392; Colonial, Ct, 383; Wentworth, Or,
373; Groove, Co, 382; Stohlman, Va, 373; Carter Shoreline, Wa, 367;
Patricks, Ma, 366; Go Arapaho, Co, 355; Carr, Or, 342; Irvine, Ca, 339;
Continental, Ak, 337; Cityside, Ma, 327; Lithiua Reno, Nv, 312; Cochran,
Pa, 308; Georgetown, Ct, 305; Northtown, NY, 303; Baierl, Pa, 301;
Chaplins, Wa, 299; Burlington, Vt, 295; West Herr, NY, 288; (an
unofficial count, subject to change, correction)
1/11/10 The top
25 Subaru salespeople for 2009. Updated with where they work
#1 salesperson in the US
is Desiree Farey with 500 cars, she's at Irvine Subaru, Lake Forest, Ca;
#2 is right behind her.
Ferris Reid sold 462 cars at Georgetown Subaru, Norwalk, CT;
#3 Charles Gianakis 332
cars, Cherry Hill Subaru, Cherry Hill, NJ (I should hope so- Cherry Hill
is SoA's hometown, since 1986) ;
#4 Jeff Miletta 323 cars,
Liberty Subaru, Oradell, NJ;
#5 Karl Lindemuth 311 cars,
Van Bortel Subaru, Victor, NY;
#6 Vincent Rizzo 302 cars,
Metric Subaru, Huntington, NY; #7 Theresa All 287 cars, Van Bortel
Subaru, Victor, NY; #8 Brian Johnson 260 cars, Brunswick Subaru, Brunswick
Oh; #9 Guillermo Wong 257 cars, Bird Road Subaru, Miami, FL; #10
Joe Dandrea 256 cars, Grand Subaru, Bensenville, IL; #11 Stephen Appelbe
253 cars, Manchester Subaru, Manchester New Hampshire; #12
Jack Berkowitz 247 cars, Manchester Subaru, Manchester New Hampshire; #13
Joseph Dicks 241 cars, Gary Lang Subaru, McHenry, IL; #14 (tie) Dave Denu,
Flatirons Subaru, Boulder Co, and Mir Masood at Stevens Creek Subaru, Stevens
Creek Ca with 240 cars each; #16 Julie Schulte 233 cars, Subaru of Souix
Falls, SD; #17 Mark Lidano 221 cars, Cityside Subaru, Belmont, MA; #18
Donald Jowdy 219 cars, Colonial Subaru, Kingston NY; #19 (tie) Ronald Hall,
Shortline Subaru Aurora Co, and Alesky Petrushin, Ramsey Subaru Ramsey,
NJ, with 216 cars each; #21 (tie) Anton Pankrushin, Star Subaru Bayside
NY, and Andre Tocci, Rafferty Subaru, Newtown Square, PA with 215 cars
each; #23 Glen Dalton 212 cars, Cityside Subaru Belmont, MA; #24
Colin Johnston 211 cars, Liberty Subaru, Oradell, NJ; #25 Joseph Corbett
209 cars, Minooka Subaru, Moosic, PA
Subaru SALES in 2010
top, edited for length, content
6/2 May sales. total 23,667
car sold, up 35% from 17505 in May 2009. Outback 7,630, up a
whopping 124% from May 2009 but that was the end of the run for the previous
body; Legacy 3,586 +19%; Impreza 4,249 equal to last years 4,241;
Forester 7,976 +29%; Tribeca 226 -66% from May 2009
5/3 April sales- Subaru
is rocking along! The best April in the company's history. Total 23,198,
up 48% over April 2009. All lines are up and selling except for the poor
lonely Tribeca. Outback 7,688, +133%. Legacy 3,851 +50%. Forester
7,627 +28%. Impreza 3,796 +16%. Tribeca only 236 for the month and
down 58% from April 2009. Hopefully the 2011 Tribeca will have some
good changes.The previous best April was 2008 with 16,771 sold. 2010 year
to date is up 41% with 80,692 units sold versus 57,181 units over
the same YTD period last year.
Top 10 cars in the US,
April 2010: Ford F-Series 40,946; Honda Accord 31,766 including 2,455 Crosstours;
Chevrolet Silverado 29,618; Toyota Corolla 27,932; Toyota Camry 27,914;
Honda Civic 25,042; Ford Escape 19,146; Ford Fusion 18,971; Hyundai Sonata
18,536; Honda CR-V 16,661. This is the first time the Sonata is a top 10.
Audi recorded its 2nd best month ever.
Canada 2,640 units, a new record, and +28.8% over April 09. This beats the previous month record September 2009 by 3.8% percent. April also marks the fourth month of sales growth this year, further strengthening Subaru Canada's position as the fastest growing Japanese manufacturer in 2010. Outback 672.
4/1 March 2010 sales totals:
23,785 which breaks the previous March record set in 2006 of 19,049
Outback and Forester are
the leaders, with the Forester slightly ahead. If Outbacks were more
available (like the Forester), it could be reveresed. Tribeca is struggling
but look watch for some news regarding the 2011 model (I hope it grows
a usable 3rd row).
For 3/10: Outback 7,619
cars +111% from 3609 March 09; Forester 8,467 +24% over 6,802 in
2009; Impreza 3,969 +7% from 3,725 in 2009; Legacy 3487 +124% from 1554
3/09; Tribeca 243, -57% from 559 in 3.09
Total YTD for the first
3 months of 2010: 57,494 total, up a strong +38% over 41,532 YTD 2009.
YTD: Outback 19,275, Forester 19,725, Impreza 9,270, Legacy 8,500, Tribeca
674
3/4 February sales 18,098
total sold. Thats +38% over Feb 2009's 13089. for the 2mos YTD Subaru is
+33% over 09 with 33,710 vs 25,282.
Much of the gain goes to
the redesigned Outback, up a whopping 159% over 2009, the Legacy, and and
the continuing success of the Forester. The Impreza is holding it's
own, and the Tribeca is limping toward a hoped for yet unknown 5 year 2011
my redesign
Totals for the month:
Forester 6315 (+6% over 5978 in 2/09), Outback 6189 (+159% over 2389
in 2/09), Impreza 2804 (-5% 2940 from in 2/09), Legacy 2615
(+95% over 1341 in 2/09), Tribeca 175 (-60% from 441 in 2/09)
Toyota's woes have not slowed
them down much since they still have # 2and 3 spot of the top 6 car sales
for the month. Honda had a great month with the Accord at the #1,
top of the list. Accord 22,456; Corolla 16,966; Camry 16,552; Honda Civic
16,471; Ford Fusion 16,459; Nissan Altima 16,198.
2/2 January sales 15,611
total, another record +28% more than Jan 09. The Outback and Legacy
continue to gain ground, Forester and Impreza drop slightly, Tribeca dwindles
leaving one to wonder what (hopefully major) changes are in store for the
5th anniversary Tribeca due this year? Last year the redesigned 2009 Forester
was outselling the 2009 Outback, now its reversed with Outback on top.
For January 2010: Outback
5,467; Legacy 2,448; Forester 4,943 ; Impreza 2497; Tribeca
256;
Canadian sales for
January 2010 1,729, up 45.8% over last January. The previous record was
1202 cars in 2008
1/5/10 Sales- 2010
Ends with a bang. Subaru US sales +15% for the year with a record breaking
216,652 and 2.1% of the US market. The next best year was 2006 with 200,703,
and 09 beat it by 15,949 cars (+8%).
2009 year totals:
Outback 55,356 +25%, Legacy 30,974 +37%, Forester 77,781 +28%, Impreza
46,611 -11%, Tribeca 5,930 -46%,
December 09 total-
23,074 +33% over 17,287 Dec 08. Legacy catches on and Outback is
on fire, both up almost 100% over 12/08.
Totals: Legacy 3620 +98%,
Outback 8376 +105%, Forester 7223 +11%, Tribeca 208 -70%, Impreza
3647 -13%
Subaru Canada finishes
a strong 2009 with a new record total of 23,034 cars for the year.