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Grip : GRIP December 2011
MARKETING - NEW IMPREZA GRIP new impreza. the small with it all By Leonora McEwen Marketing Manager - Passenger Vehicles THE new generation Impreza will redefine the small car landscape in 2012. Our most exciting small car ever is packed full of amazing new features, design and technology. It presents a huge opportunity for Subaru to reach a new group of people - smart, savvy and independent people of all ages and interests who may not have considered Subaru in the past. Many of them are not typically very ‘into cars’, so finding clever ways to show them how much Subaru has to offer, whilst staying true to the Subaru All 4 the Driver brand positioning, is key. Launch Objectives Our launch objectives are: Elevate new generation Impreza to the top five most considered small cars (currently ranked ninth). Achieve 3000+ pre-sale prospects for Impreza during pre-launch. (We’ve currently collected about 2,000 to be distributed soon). Define the Impreza personality. Separate it from WRX Highlight benefits of Subaru’s unique DNA Attract more people to the brand Challenge current perceptions. Show that Subaru is progressive, stylish and offers more than you’d expect Be fun, sophisticated and intelligent Our target’s attitude to cars The target audience represent over 50 per cent of people looking to buy a new car in the next two years and over 23 per cent of these are looking for a small car. Everyone is trying to get their attention. We need to talk to them about the features they’re most interested in. When it comes to cars they are interested in: Look and feel Cutting edge features Driving experience Value and efficiency Why you’re different to other brands These same people are less interested in: Heavy engineering detail kW, torque, engine specifications, VDC Safety Basics they’d expect ... such as air- conditioning, ABS brakes and tinted windows In summary, we need to make it fun. Launch creative This creative will start to appear in media from March. TV, outdoor magazines and digital will play a key role. More details will be available in 2012. Additional point of sale materials, product videos, Apps, adver tising templates, brochures and images will be produced to assist you in your launch preparation. More assets and information will become available in January, 2012. INSIDE GRIP HOME PAGE MARKETING AFTERSALES PRODUCT PLANNING PARTS & ACCESSORIES LEGAL FINANCE & FLEET SUBARU ASSURED BRAND COMPARISON DEALER RANKINGS SPORT Introducing the New Generation Impreza NEW IMPREZA. COMING MARCH 2012 The wait is almost over. Arriving March 2012, the new generation Impreza is packed with cutting-edge technology, f eatures and style. Luxuriously spacious, the 5 star ANCAP rated Impreza includes an Auto Stop Start system, is amazingly fuel efficient and incredibly fun to drive thanks to the unique SubaruAll-Wheel Drive system and abrand new Boxer Engine. Different from the ground up, it’s the small car from a totally new perspective. www.newimpreza.com.au
GRIP January 2012