Subaru is making marketing waves in Japan with their pitch, “New Subaru Quality”. If you’re familiar with Subaru on any kind of level, you know that their vehicles are all about quality. Subaru has won a plethora of awards for design, safety, and performance, and when you add the fact that Subarus are known to last for generations of drivers, quality has never been in question.
So what does “New Subaru Quality” mean?
Although people have long known that Subaru builds great quality vehicles, they've always been out of the limelight. Most people know Subaru as a brand of quirks and safety. Most Subaru support comes from folks who love the outdoors and support environmental stewardship. Despite being in-step in terms of quality, Subaru has never really been included in the same conversation with luxury and premium automakers.
So, Subaru is looking to solve this problem through marketing.
“New Subaru Quality” is basically an effort to up the company's image to appeal to a higher-prestige market in Japan. Subaru quality is as old as the brand itself. What's new is the type of customer Subaru is trying to appeal to. The company is using a clean circular graphic for the slogan with crisp font that looks like a seal of approval or prestigious award. Under the seal is a Japanese catchphrase that roughly means, “That car will enrich your life.”
Subaru is trying to draw attention to the aspects that create an experience like the premium brands. New sleek designs, the EyeSight safety system, and a more refined interior are all things that Subaru is hoping to promote in order to draw in the upmarket crowd.
This marketing campaign isn't so much an effort to rebrand the company as it is to draw customers from the premium market. Right now, Subaru is trying out the campaign in Japan only, but if it sees success, they could bring it over to the U.S.
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