Subaru Community

Hi,

folgendes gabs von thecarconnection.com zu lesen. Leider habe ich jetzt keine Zeit, das zu übersetzen, evtl. später mal, falls es interessiert.

Subaru puts $140 Million ad account in review

Subaru of America is reviewing its advertising account, $140 million in annual spending, now at Irving, Texas-based Temerlin McClain. Temerlin's work has been uneven since it won the business in the mid-1990s. But lately, advertising featuring bicycle star Lance Armstrong, tagged, "Subaru. Driven by what's inside," has been widely praised. "We are transitioning to a premium brand, globally, so this is part of a strategic initiative for us," said a spokesperson for the company. "We are looking at every aspect of business from customer service to marketing and advertising." Subaru, owned by Japan's Fuji Heavy Industries, which is 20 percent owned by General Motors, has been struggling to figure out how it will be positioned on the price ladder as it grows its product lineup. Top prices for the Subaru Outback are above $34,000. The WRX STi is priced above $32,000.
Meantime, the Impreza and Forester, which is built off the Impreza platform, have pricing that steps on one another. Subaru officials are expecting to get prices north of $30,000 for a seven-passenger vehicle debuting in fall 2005. Premium versions of that vehicle are expected to be priced around $35,000. Among the changes Subaru management is hoping will justify more premium prices are better interiors, with more wood and less cheap-looking plastic. Subaru has a sensible-shoe image, and is known for its sure-footed all-wheel-drive capability. It has high loyalty among owners, and has lost customers more because of lack of product choices than dissatisfaction. "The Japanese Saab" is how some people doing business with Subaru describe the company's thinking on image building. That's ironic since GM has helped Saab refit the interior of the highly praised WRX to be the new Saab 9-2X debuting this year.
Subaru won't find it easy to hire a new agency with exceptional talent. There has been so much consolidation of the ad industry since the last time it held a review that there is a shortage of advertising talent capable of handling the demands of a car account. Among the likely wannabees will be The Martin Agency of Richmond, Va., which previously handled Saab, and the Wenham, Mass.-based Mullen, which once handled BMW. GSD&M of Austin, Texas, former Land Rover agency, will also likely contend. Prior to working with Temerlin, Subaru worked with Nike agency Weiden & Kennedy, but could not work with the maverick and highly creative agency. —Jim Burt @thecarconnecion.com


cheers,
Gerd

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