Subaru is the #3 or #4 engine producer in the world? I had no idea. Kinda proves William's point, though. That which is true and that which is recognized are two different animals.
"The 2.5 Phase I is a good engine, except for the head gasket replacement on a significant percentage of them."
What was the deal with the special oil additive? Buddy of mine had an engine blow, sold the car, then heard about Subaru contacting owners and recommended some additive every other oil change.
Canadian Driver just held an event called Traction 2006. 15 vehicles were tested in icy conditions. Subaru provided an Outback Limited, which placed second in the midsize car category behind a Mercedes C350, a much more expensive vehicle. However, in the overall scores, the Outback fell to fourth, beaten by a Toyota Highlander and a Ford Five Hundred(!), both with AWD. The Outback was fitted with Blizzak tires. As far as I can tell, the main reason the Outback did not place higher was lack of stability control. If a Highlander and Five Hundred can handle slick conditions better than an Outback Limited, Subaru needs to add stability control as an option on every car in the lineup as soon as possible to maintain its traction leadership.
The Five Hundred had no stability control & still beat the Outback? Ouch. Yes, it did fine overall, but with Subaru's reputation and AWD system, I'd expect it to beat a Highlander and a Five Hundred.
Also, the Outback, IIRC, had winter tires, and not the standard all-season tires; not sure what the MB had.
I think this test would have been more meaningful if all the vehicles were equipped with standard-issue tires—the way most people buy the vehicles.
That still skews the test. If you want to find out how these vehicles compare (apples-to-apples), you need to compare them as they are found on the showroom floor.
Yes, in the snow belt, such as where this test was conducted, many owners put on snow tires. That being the case, then ALL the test vehicles hould have had snow tires; but in doing that, you still skew the results, as people will think a vehicle found on the showroom will perform as those in the test.
So my take on this: none of these vehicles should have been tested with snow tires. Better still: test them all with and without snow tires and then post the results of both.
I guess my larger point was that the Outback and everything that beat it had snows on, so its overall rating seems accurate. It also appears from the narrative, that even though they downplayed stability control at the end in favor of snow tires, stability control was actually the key to those three models beating the Outback on the snow and ice.
Put VDC in all the Outback models, and the Sube will be indomitable in foul weather! :-)
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
I'm not disputing that. I just think the results are not as accurate as they could or should have been, even it hurts the Subie results.
I would have also like to have seen them include a VDC Subie, in addition to the one they tested. They've got a RWD Charger and an AWD 300, so having 2 Subies with different AWDs would not have been a bad idea.
The whole point here is to find out which system works best, right?
Yeah, I know you're not disputing the results. Sorry if I gave that impression.
But I don't think the intention of the article was to find out which "system" works best. It was to determine which vehicles are the best. A vehicle being more than the sum of its parts.
To that end, I'm a little disappointed they didn't include a test using unplowed snow.
But I don't think the intention of the article was to find out which "system" works best. It was to determine which vehicles are the best. A vehicle being more than the sum of its parts
True, but again, trying to keep apples-to-apples, meaning "showroom stock" vehicles, I think it would be more accurate (and helpful) to test the vehicles as most people would buy them. If somebody reads this report and glosses over the fact that a vehicle they are considering was equipped with snow tires, and they don't plan to add snow tires to their new purchase, then they could come away disappointed with their new ride.
I think we all can agree that snow tires will improve any vehicle in the snow.
Well sure. But it's no mystery who owns the #1 slot. And they don't own it for building car engines. I'm just surprised that Subaru hasn't made more of their high ranking.
Dino's right. And it's something mentioned in a good many magazines whenever they're talking about Honda's car engines. But the reason for them owning the slot is because of all the generator, lawnmower, and leaf blower engines they build.
It's one of those off-hand factoids writers frequently include when reviewing Honda products.
If Subaru really is #3, I think they should promote it. Get the news out there. Even though it has little to do with their car products, it shows experience with engines. Make it part of their PR portfolio.
uses the tagline: "AWD is all I'll Drive" in their district advertising.
I think that's a great tagline, and I only wish SOA had picked it. I could easily see an ad campaign built around owner testimonials, and using that tagline as the closer.
...uses the tagline: "AWD is all I'll Drive" in their district advertising.
I like the tag line and see it almost every day and think it could work for Subaru nationally as long as they use it correctly. The Subaru of NE campaign, with rare exception, has always had the spokeswoman in a Subaru showroom. IMHO, I've always found it to be hucksterish. Now if they had her and others in the great outdoors, in the city, out in the rain and snow saying "AWD is All I'll Drive", I'd like it even more.
Still a big fan of the "A brand for all reasons" slogan that (I believe) Subaru of South Africa uses. Or even "A brand for all seasons," while probably non-applicable in SA, would go over well in most of the US.
"Or even "A brand for all seasons," while probably non-applicable in SA, would go over well in most of the US."
Except perhaps for the far south, where they have no seasons (except tornado season perhaps), and coincidentally where Subaru hardly sells any cars.
Hmmm, coincidence? Really?
;-)
You know what SuBaru NEEDS TO DO: they need to take the AWD advertising theme, which they have been using for a decade, to the next level, and explain WHY it's better for performance, not just for rain and snow. Otherwise, they will never expand their market in the U.S. Lots of people posting here have talked about how AWD is the best powertrain configuration for performance, for various reasons (not all of which I entirely agree with) - now Subaru needs to pick that up for a national advertising campaign.
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
might be hard to fit owner testimonials into a 30-second spot, though, or however much time it is they get on the radio and TV. Even if they could, I doubt it would illuminate the ways in which AWD serves sportiness. I was thinking of something much more visual, I am just not quite sure what...
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
That's why "creatives" get the big bucks at ad agencies. Just a few quick (and well thought out) statements is all it would take.
Here's a good example from personal experience:
A couple of years ago we were involved in a 5-car chain collision over Thanksgiving, in which we were rear-ended. My son was driving his '96 Impreza Outback (3rd car) and I was in the lead car with our Forester. Our two Subarus were the only cars that drove away from that accident. All the other vehicles had to be towed. A quick statement from my son and myself about that experience would be all that's necessary.
Another one could be interviewing that emergency worker (a few posts back on the "B" pillar strength) on him witnessing Subaru passengers surviving some pretty bad crashes.
I'm sure there are thousands of Subie stories out there (that anyone can relate to) that could be reduced to a few quick quotes.
It can be done. It just takes talent to do it well.
A couple of years ago we were involved in a 5-car chain collision over Thanksgiving, in which we were rear-ended. My son was driving his '96 Impreza Outback (3rd car) and I was in the lead car with our Forester. Our two Subarus were the only cars that drove away from that accident. All the other vehicles had to be towed. A quick statement from my son and myself about that experience would be all that's necessary. Another one could be interviewing that emergency worker (a few posts back on the "B" pillar strength) on him witnessing Subaru passengers surviving some pretty bad crashes.
I suppose that makes sense, but the risk is that Subaru would be viewed as imitating Volvo, which pretty much has sewn up the crash-survival advertising schtick.
I think if you could create a commercial series with brief testimonials and faces of specific folks/families whose lives have been saved by their Subaru's safety technology, it would be different enough. Follow it up with a quick safety stat (Subaru Legacy is only midsize triple best ultra mega five star super duper pick). There would be no visual similarity to the Volvo ads, which seem to be shots of the cars getting smashed into barriers. You want to tug on the heart strings and create a human connection, getting the viewers to think of their families' safety, rather than showing the car getting munched. Much more personal. When I see the Volvo ads, the first thing I think is "Oh, that poor car!" before I have to look closer to make a judgment on how well the structure held up. Subaru has a friendlier, more personable image than Volvo... their ads should reflect that.
When you beat the (perceived) best, that means you're the new king of the hill, so you'd better get the word out while you're still on top.
Two Subarus made Consumer Reports' just-announced 2006 Top 10 Best Picks: Forester is the best SUV under $30,000 and WRX STI is the most Fun to Drive. Two out of 10 is pretty darn good for such a small company... they matched Toyota's performance (Prius & Highlander Hybrid), and no Lexus made the list. Honda dominated with four on the list plus one Acura. Infiniti placed one vehicle in the list.
When I say testimonials, safety would be only one aspect that would be covered.
What I'm really suggesting are people talking about "what it's like living with a Subaru," so it could include almost anything. Certainly safety, AWD, handling, power and any other area in which Subies excel would be covered.
That's a great point Bob. These ads would appeal to someone like myself.
I'm interested in replacing a 4Runner with a Subie, Forester most likely or Outback.
Show me the cars in action. No not fording a stream or scaling a mountain, but loading up at Home Depot, packed up with the family to go to the beach etc.
Some comparisions to other vehicles they are competing with would be great as well. This would spread the word about the brand in areas where there is not a lot of word of mouth.
2024 Jeep Grand Cherokee L Limited Velvet Red over Wicker Beige
2024 Audi Q5 Premium Plus Daytona Gray over Beige
2017 BMW X1 Jet Black over Mocha
To use a well-worn cliché: "The devil is in the details," and it's in the "details" that Subarus often excel.
Example: I love the Subie cruise control stalk and the way it operates. I could develop an ad just around that feature, with one or several people commenting on it.
That's just one example. Another might be the 2-stage sliding middle-row seat of the Tribeca, or why all Subie moonroofs stop a few inches before finally closing (safety), or that when you turn your Subie off the headlights automatically go off too (no more dead battery because you left the lights on). You could find a whole slew of those type of "livability" issues to talk about.
The "trick" here is to get the viewer/reader to "identify/relate," and to "agree," with what the testamonial is saying. Once you do that, making "a sale" is pretty easy.
Now you got carried away, Bob. Cruise control in my Impreza is nothing special, at all. It works, its' fine, but, please don't tell me it is a thing to put on posters. In fact, it was the same as one in 1998 Corrolla, I rented then. Moreover, there was a cruise control-related recall (minor, but you do not want to expose yourself to ridicule).
Details? That's exactly where Subaru is losing customers, a least those "upscale" ones, whatever that means. Those idiotic things like no telescopic steering column, or XM satelite in one line and Sirius in another, or some obvious gaps in the lineup: skipping some important equipment in low trims, no availability of manual on Legacy wagon, no availability of "basic" luxury conveniences in their top trims. I could go on on an on with the list.
So why do I still like them - BIG THINGS, because if anything, and it was stated here before, Subaru gets the "big things" right (handling, powertrain, safety, reliability), but loses/lags behind in small things. In fact, when you look in their cars, early 90s are still very much present there, both featurewise and esthetically. Not saying there are no good points, but compare Legacy to to say Passat, even the old one, and they are light years apart in terms of "stuff" and those "small things".
I know, you have an agenda of promoting them, you are an enthusiast, so am I. But just be intelectually honest. Small things is definitely not a Subaru thing.
You'd be surprised, it's the small things people often relate to—and they don't have to be "unique" to Subaru. My wife liked the storage compartment on the top of the Forester's dashboard. That was one of several items that convinced her that this was the car for her.
If you can point out why the Subaru's cruise control stalk is a good thing, it makes no difference if others use the same solution. What's your doing is showing how it relates to Subaru, and how it relates to the viewer/reader. That's what's important.
"I love the Subie cruise control stalk and the way it operates"
Same as every Toyota since 1990, and the press usually gets on their case because the pros prefer to see cruise controls on the steering wheel, not a separate stalk.
"all Subie moonroofs stop a few inches before finally closing (safety)"
Ditto above, every Toyota since the early 90s. And many other models that I have rented.
"when you turn your Subie off the headlights automatically go off too (no more dead battery because you left the lights on).
Heck, my 2000 4Runner does this, so do all the Camrys since the mid-90s, in fact Toyota has gone one step further on a model-by-model phase-in, going to auto-headlights with a light sensor on the dash, so that you don't have to turn them on and off any more and hence will not forget to turn them off and kill your battery. The Corolla had auto headlights several years ago.
I think if you're going to promote Sube as detail-oriented, you need to promote the technical details. Those are where Subie excels, not interior details. I have always liked that Subes are a bit over-engineered, which makes them very durable in general. I don't think Toyota and Honda can make the same "over-engineered" claim.
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
Sube would get their act in gear on hybrids - that would give them something to promote: highest fuel economy AWD on the market in any given segment. Mediocre FE is all that has held me back from a Sube purchase a couple of times now.
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
Again, if you can convince the viewer/reader that Subaru has a good solution here, it doesn't matter that other others may also have this feature.
The vehicle is far more than individual details. If you can present a whole slew of "good features," and package it in one brand or model, that's what's important, and that's what you're selling.
This is done in (successful) advertising all the time. How do you think McDonalds competes against Wendys? Afterall, they're both just selling hamburgers. There's not a whole lot of difference between them. Same with life insurance, or what have you. There's often little difference between competing products, and the advertiser's job is to get the viewer/reader to feel more comfortable with their product.
I like the power doors do not lock while in motion. I find that one of the most annoying things present basically almost everywhere else. Of course, Consumer Reports would point it as a bad thing, since "idiotproof" is the most important thing in this country :P
Convenience wise, it is still ahead of domestics, by far, but I have seen a lot of much better solutions in other cars.
I agree with Nippon - small "engineering" details might be way to go - not so sexy, though.
That thing with lights is really puzzling - some manufacturer's would rather give you an annoying bell that also goes off in dozen of other instances, which of course makes you ignore it at the end, rather than simply installing shutoff feature. Never got why.
I agree with Nippon - small "engineering" details might be way to go - not so sexy, though.
It doesn't have to be sexy. It has to "connect" with the viewer, that's all. It's the advertiser's job to make that point in a meaningful way so as the viewer and relate and understand the benefit.
Well, I agree with Bob about Subaru doing a decent job with small details in their vehicles. Subaru does a pretty good job of keeping the vehicle well-contented. There are gaps, but you can find those in any brand's lineup.
I don't agree with the notion of centering a campaign around them, though.
Not to put too fine a point on it, but... if you're bragging about a cruise control stalk, people are going to be wondering, "this is the best thing in the car?" You know... Chrysler is pushing a Hemi, while Subaru has neat wiper jets! Ohh goody-goody!
That sounds like what Ford has been doing with the F-150. The first I recall was an ad promoting the use of quiet-steel. I think that was followed with the one demonstrating the shocks being mounted outside the frame rails (wider than any others). Then there's the one about the bolts holding the bed on (while it hangs above the engineer). And the flame activated sound insulation is the most recent.
I think some of these are pretty effective. Largely because they found interesting/eye-catching ways of demonstrating each one of them on the screen.
For Subaru, an ad showing the layers they use in the Forester's B pillar could be effective.
Satellite radio - Subaru has never been a pioneer in sound equipment, and I doubt that will change now. Just be glad that the Forester's double-DIN dash opening is pretty much universal. Legacy models with climate control are stuck, it's not practical to swap them out.
Cayenne - the discussion came and went, but while Porsche sold a lot of these, it might cost them even more in the long-run in terms of reputational costs. They're not reliable, so Porsche is spending a fortune to fix them, plus it kept them from their core racing activities. We'll have to look back in 5 or 10 years to tell if the strategy was a smart one, but I bet they end up less profitable than before.
Safety push? I think that's premature. First put stability control on every car you make, bar none. They are behind in that regard, Forester might just be the last car in its class to get this important safety feature (MY2007 I hope!).
3 of 3, last post for now, promise. I missed 3 weeks and had to catch up...
Any how, there are lots of little details that you miss when you switch to another car, some I can think of off the top of my head that our Mazda and rental cars we get all lack:
* interior lights that dim slowly when they turn off * auto-off headlights * outside temp gauge * 2nd trip odometer * 2nd AC adaptor plug * yellow handles on all the serviceable fluids under the hood
I could list 10 more if I had time to think about them.
I think everyone is missing the point here. I'm not talking about basing an ad campaign around a turn signal stalk. I'm talking about basing an ad campaign around the details that make a Subie unique, different—and better.
The cruise control stalk could be one of 20 or more different spots that could highlight what makes a Subaru better. Or, you don't have to use that example at all...
The point being there are probably a ton of small items that you normally wouldn't think twice about (cruise control stalk being one), but taken as a whole, make the difference between Subaru and other brands. And, yes... there should be a lot of emphasis on core Subie features (AWD, boxer engines, etc.), but all the ads don't necessarily have to be about that stuff.
Comments
Bob
"The 2.5 Phase I is a good engine, except for the head gasket replacement on a significant percentage of them."
What was the deal with the special oil additive? Buddy of mine had an engine blow, sold the car, then heard about Subaru contacting owners and recommended some additive every other oil change.
http://www.canadiandriver.com/articles/pw/traction2006.htm
The Ford Five Hundred didn't have stability control either.
Good article. Thanks for posting.
I think this test would have been more meaningful if all the vehicles were equipped with standard-issue tires—the way most people buy the vehicles.
Bob
And wouldn't those tires have given the Outback an ADVANTAGE over cars equipped with all-seasons?
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
Yes, in the snow belt, such as where this test was conducted, many owners put on snow tires. That being the case, then ALL the test vehicles hould have had snow tires; but in doing that, you still skew the results, as people will think a vehicle found on the showroom will perform as those in the test.
So my take on this: none of these vehicles should have been tested with snow tires. Better still: test them all with and without snow tires and then post the results of both.
Bob
Put VDC in all the Outback models, and the Sube will be indomitable in foul weather! :-)
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
If all the others had worn snow tires, things *could* have been worse for the Subie. The same would apply if none had been shod with winter tires.
**edit: oops, Nippon is speaking for himself today.
I would have also like to have seen them include a VDC Subie, in addition to the one they tested. They've got a RWD Charger and an AWD 300, so having 2 Subies with different AWDs would not have been a bad idea.
The whole point here is to find out which system works best, right?
Bob
But I don't think the intention of the article was to find out which "system" works best. It was to determine which vehicles are the best. A vehicle being more than the sum of its parts.
To that end, I'm a little disappointed they didn't include a test using unplowed snow.
True, but again, trying to keep apples-to-apples, meaning "showroom stock" vehicles, I think it would be more accurate (and helpful) to test the vehicles as most people would buy them. If somebody reads this report and glosses over the fact that a vehicle they are considering was equipped with snow tires, and they don't plan to add snow tires to their new purchase, then they could come away disappointed with their new ride.
I think we all can agree that snow tires will improve any vehicle in the snow.
Bob
Small engine.
Really - who is it?
2018 430i Gran Coupe
It's one of those off-hand factoids writers frequently include when reviewing Honda products.
If Subaru really is #3, I think they should promote it. Get the news out there. Even though it has little to do with their car products, it shows experience with engines. Make it part of their PR portfolio.
I think that's a great tagline, and I only wish SOA had picked it. I could easily see an ad campaign built around owner testimonials, and using that tagline as the closer.
Bob
I like the tag line and see it almost every day and think it could work for Subaru nationally as long as they use it correctly. The Subaru of NE campaign, with rare exception, has always had the spokeswoman in a Subaru showroom. IMHO, I've always found it to be hucksterish. Now if they had her and others in the great outdoors, in the city, out in the rain and snow saying "AWD is All I'll Drive", I'd like it even more.
Except perhaps for the far south, where they have no seasons (except tornado season perhaps), and coincidentally where Subaru hardly sells any cars.
Hmmm, coincidence? Really?
;-)
You know what SuBaru NEEDS TO DO: they need to take the AWD advertising theme, which they have been using for a decade, to the next level, and explain WHY it's better for performance, not just for rain and snow. Otherwise, they will never expand their market in the U.S. Lots of people posting here have talked about how AWD is the best powertrain configuration for performance, for various reasons (not all of which I entirely agree with) - now Subaru needs to pick that up for a national advertising campaign.
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
If done well, with intelligent and thought-provoking interviews from owners, a great ad campaign could be developed.
Bob
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
Sales total 13,635. Tribeca 1,560, Legacy 1,698, Outback 4,125, Impreza 2,576 (13% increase over 2005), Forester 3,379, Baja 297
Down considerably over February 2005's 14,524 cars, which was Subaru's best Feb in 19 years. Still, certainly not the trend Subaru was hoping for.
Here's a good example from personal experience:
A couple of years ago we were involved in a 5-car chain collision over Thanksgiving, in which we were rear-ended. My son was driving his '96 Impreza Outback (3rd car) and I was in the lead car with our Forester. Our two Subarus were the only cars that drove away from that accident. All the other vehicles had to be towed. A quick statement from my son and myself about that experience would be all that's necessary.
Another one could be interviewing that emergency worker (a few posts back on the "B" pillar strength) on him witnessing Subaru passengers surviving some pretty bad crashes.
I'm sure there are thousands of Subie stories out there (that anyone can relate to) that could be reduced to a few quick quotes.
It can be done. It just takes talent to do it well.
Bob
Another one could be interviewing that emergency worker (a few posts back on the "B" pillar strength) on him witnessing Subaru passengers surviving some pretty bad crashes.
I suppose that makes sense, but the risk is that Subaru would be viewed as imitating Volvo, which pretty much has sewn up the crash-survival advertising schtick.
When you beat the (perceived) best, that means you're the new king of the hill, so you'd better get the word out while you're still on top.
http://www.consumerreports.org/cro/cars/new-cars/top-picks-for-2006-406/top-pick- s.htm
What I'm really suggesting are people talking about "what it's like living with a Subaru," so it could include almost anything. Certainly safety, AWD, handling, power and any other area in which Subies excel would be covered.
Bob
Bob
I'm interested in replacing a 4Runner with a Subie, Forester most likely or Outback.
Show me the cars in action. No not fording a stream or scaling a mountain, but loading up at Home Depot, packed up with the family to go to the beach etc.
Some comparisions to other vehicles they are competing with would be great as well. This would spread the word about the brand in areas where there is not a lot of word of mouth.
2024 Jeep Grand Cherokee L Limited Velvet Red over Wicker Beige
2024 Audi Q5 Premium Plus Daytona Gray over Beige
2017 BMW X1 Jet Black over Mocha
Example: I love the Subie cruise control stalk and the way it operates. I could develop an ad just around that feature, with one or several people commenting on it.
That's just one example. Another might be the 2-stage sliding middle-row seat of the Tribeca, or why all Subie moonroofs stop a few inches before finally closing (safety), or that when you turn your Subie off the headlights automatically go off too (no more dead battery because you left the lights on). You could find a whole slew of those type of "livability" issues to talk about.
The "trick" here is to get the viewer/reader to "identify/relate," and to "agree," with what the testamonial is saying. Once you do that, making "a sale" is pretty easy.
Bob
Details? That's exactly where Subaru is losing customers, a least those "upscale" ones, whatever that means. Those idiotic things like no telescopic steering column, or XM satelite in one line and Sirius in another, or some obvious gaps in the lineup: skipping some important equipment in low trims, no availability of manual on Legacy wagon, no availability of "basic" luxury conveniences in their top trims. I could go on on an on with the list.
So why do I still like them - BIG THINGS, because if anything, and it was stated here before, Subaru gets the "big things" right (handling, powertrain, safety, reliability), but loses/lags behind in small things. In fact, when you look in their cars, early 90s are still very much present there, both featurewise and esthetically. Not saying there are no good points, but compare Legacy to to say Passat, even the old one, and they are light years apart in terms of "stuff" and those "small things".
I know, you have an agenda of promoting them, you are an enthusiast, so am I. But just be intelectually honest. Small things is definitely not a Subaru thing.
2018 430i Gran Coupe
If you can point out why the Subaru's cruise control stalk is a good thing, it makes no difference if others use the same solution. What's your doing is showing how it relates to Subaru, and how it relates to the viewer/reader. That's what's important.
Bob
Same as every Toyota since 1990, and the press usually gets on their case because the pros prefer to see cruise controls on the steering wheel, not a separate stalk.
"all Subie moonroofs stop a few inches before finally closing (safety)"
Ditto above, every Toyota since the early 90s. And many other models that I have rented.
"when you turn your Subie off the headlights automatically go off too (no more dead battery because you left the lights on).
Heck, my 2000 4Runner does this, so do all the Camrys since the mid-90s, in fact Toyota has gone one step further on a model-by-model phase-in, going to auto-headlights with a light sensor on the dash, so that you don't have to turn them on and off any more and hence will not forget to turn them off and kill your battery. The Corolla had auto headlights several years ago.
I think if you're going to promote Sube as detail-oriented, you need to promote the technical details. Those are where Subie excels, not interior details. I have always liked that Subes are a bit over-engineered, which makes them very durable in general. I don't think Toyota and Honda can make the same "over-engineered" claim.
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
The vehicle is far more than individual details. If you can present a whole slew of "good features," and package it in one brand or model, that's what's important, and that's what you're selling.
This is done in (successful) advertising all the time. How do you think McDonalds competes against Wendys? Afterall, they're both just selling hamburgers. There's not a whole lot of difference between them. Same with life insurance, or what have you. There's often little difference between competing products, and the advertiser's job is to get the viewer/reader to feel more comfortable with their product.
Bob
Convenience wise, it is still ahead of domestics, by far, but I have seen a lot of much better solutions in other cars.
I agree with Nippon - small "engineering" details might be way to go - not so sexy, though.
That thing with lights is really puzzling - some manufacturer's would rather give you an annoying bell that also goes off in dozen of other instances, which of course makes you ignore it at the end, rather than simply installing shutoff feature. Never got why.
2018 430i Gran Coupe
It doesn't have to be sexy. It has to "connect" with the viewer, that's all. It's the advertiser's job to make that point in a meaningful way so as the viewer and relate and understand the benefit.
Bob
I don't agree with the notion of centering a campaign around them, though.
Not to put too fine a point on it, but... if you're bragging about a cruise control stalk, people are going to be wondering, "this is the best thing in the car?" You know... Chrysler is pushing a Hemi, while Subaru has neat wiper jets! Ohh goody-goody!
I think some of these are pretty effective. Largely because they found interesting/eye-catching ways of demonstrating each one of them on the screen.
For Subaru, an ad showing the layers they use in the Forester's B pillar could be effective.
Satellite radio - Subaru has never been a pioneer in sound equipment, and I doubt that will change now. Just be glad that the Forester's double-DIN dash opening is pretty much universal. Legacy models with climate control are stuck, it's not practical to swap them out.
Cayenne - the discussion came and went, but while Porsche sold a lot of these, it might cost them even more in the long-run in terms of reputational costs. They're not reliable, so Porsche is spending a fortune to fix them, plus it kept them from their core racing activities. We'll have to look back in 5 or 10 years to tell if the strategy was a smart one, but I bet they end up less profitable than before.
Safety push? I think that's premature. First put stability control on every car you make, bar none. They are behind in that regard, Forester might just be the last car in its class to get this important safety feature (MY2007 I hope!).
-juice
It took 2nd in class and only lost to a Benz that costs near double, and I bet the VDC would have won (at least its class).
Ford Five Hundred doesn't have enough power to break traction.
-juice
Any how, there are lots of little details that you miss when you switch to another car, some I can think of off the top of my head that our Mazda and rental cars we get all lack:
* interior lights that dim slowly when they turn off
* auto-off headlights
* outside temp gauge
* 2nd trip odometer
* 2nd AC adaptor plug
* yellow handles on all the serviceable fluids under the hood
I could list 10 more if I had time to think about them.
-juice
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The cruise control stalk could be one of 20 or more different spots that could highlight what makes a Subaru better. Or, you don't have to use that example at all...
The point being there are probably a ton of small items that you normally wouldn't think twice about (cruise control stalk being one), but taken as a whole, make the difference between Subaru and other brands. And, yes... there should be a lot of emphasis on core Subie features (AWD, boxer engines, etc.), but all the ads don't necessarily have to be about that stuff.
Bob