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Grip : GRIP December 2011
SUBARU ASSURED GRIP used vehicle focus a key in 2012 By Daniel Morris Subaru Assured Co-ordinator 2011 brought with it many challenges that made us all look at our businesses and develop innovative ways of running them. An area that received plenty of attention was used cars, as a greater importance and dependence was placed on them. 2012 will see Subaru Assured be rejuvenated and become a sub-brand that represents quality used vehicles that uphold Subaru’s commitment to excellent performance, quality, safety and value. To do this we need to not only address, but understand, our customers needs, whilst sticking to Subaru Assured’s core principles. As we know, our customers want quality used vehicles that have excellent performance, quality, safety and value. These will become the four main pillars of Subaru Assured. Together, we will work towards making Subaru Assured vehicles being synonymous with: Quality used vehicles Subaru Assured Warranty Roadside assistance for any warrantable period Transparency By doing so we will create a point of difference in the market that will maximise your sales income and create a new entry point to the Subaru brand through used vehicles. With this, our reach will be extended both within our current customer base, and speaking to new clientele. To provide the full Subaru experience to our customers, it is important to align All 4 the DriverTM with Subaru Assured. That means delivering and not just describing the experience, by making used cars important. collaboration between Subaru (Aust) and Subaru Assured retailers is critical. The new direction and focus on Subaru Assured is not about reinventing the wheel. What it is about is making used vehicles important and working together towards a common goal, which is the longevity of Subaru. It is important to us that we will eliminate barriers, centralise operations and provide the tools to fur ther enhance your success. By this I mean a program, a product and a voice that is reflective of the Subaru brand and quality. Together we can work towards enhancing and protecting the residual values of Subaru. The directive is clear, Subaru Assured needs to become a true used vehicle program with a compelling product and support from Subaru to drive forward. The rejuvenated Subaru Assured has addressed this, and I encourage all of you to re-evaluate your used vehicle operations and strongly consider Subaru Assured as your used vehicle program moving forward. In line with the All 4 the DriverTM experience, Subaru Assured will introduce retailer benefits that flow on from new vehicles, but are specific to Subaru Assured. With a rejuvenated program and product, we will also be introducing a new message to our customers. The Subaru Assured voice will be one of confidence: The Confidence TO BUY The Confidence TO OWN The Confidence TO DRIVE The Confidence TO GO FOR IT Through these points we will be discussing the key benefits behind Subaru Assured vehicles such as, quality, Subaru technology, retained value, safety and performance. We will be addressing customers who are looking for used vehicles, so there will be a heavy online presence on carsales. com.au, drive.com.au and subaru.com.au/used. To strengthen the Subaru Assured voice, it is critical that we have a national, regional and local message that is consistent, so a let’s meet: daniel What are your thoughts on the new models? A new generation of an iconic model and the introduction of a brand new model in a strong segment traditionally dominated by Subaru - what’s not to like? Favourite Subaru? Forester XT Premium. What excites you about 2012? The new challenges in 2012 with Subaru back to 100 per cent. Contact the Editor INSIDE GRIP HOME PAGE MARKETING AFTERSALES PRODUCT PLANNING PARTS & ACCESSORIES LEGAL FINANCE & FLEET SUBARU ASSURED BRAND COMPARISON DEALER RANKINGS SPORT
GRIP January 2012