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Grip : GRIP December 2011
MARKETING - SUVS GRIP new xv - all the best from subaru Brooke Minton Marketing Manager - Sports Utility Vehicles A BOLD new Subaru has arrived, so get ready for the exciting oppor tunity. With our rich heritage in building genuine SUVs, we launch a category-defining vehicle that really is the real thing. There’s nothing fake about the all-new XV and it’s ready to join our already strong SUV range. Like the launch of Forester in 1997, the XV will be ground-breaking. We have a new Subaru, in a growing category, a new target audience and a strongly supported launch marketing campaign. That’s a huge opportunity for you and Subaru. XV positioning The all-new XV is an amazing story that represents the distillation of all the best Subaru technologies, all of our smartest thinking and our rich heritage. ThenewXVisapure Subaru in every respect with full-blown of f-road capabilities, and yet with uncompromising handling and sports car like performance. It’s the coming together of our two tribes; our SUVs and performance models have been rolled into one amazing car. It’s the best things we’ve ever done, in the best thing we’ve ever done, and why we proudly and confidently launch with the positioning line: “NEW XV - ALL THE BEST FROM SUBARU” Who are we targeting? The XV buyer is: active has an adventurous spirit seeks new experiences and craves fun They want flexibility and a genuine and capable SUV to enable their active lifestyle. They’re full-on in every area of their life and they want to: Do it See it Taste it Feel it Conquer it Changing the way we talk As you have seen in our pre- launch campaign, we have changed the way we talk to this new generation of Subaru buyers. We are: bold upbeat dynamic vibrant And we’ve had some fun with the striking new tangerine colour and with our confident headlines to capture attention and make our target audience think differently about Subaru. So, with our new at titude and our striking tangerine XV, we’ve been in market since September with our pre-launch campaign, using a wide range of media and public relations tools. We’ve created huge awareness with over 3200 registered and engaged leads that have deferred their purchase and will be handed over to the network. The launch campaign will be in market from January and will continue through to May, using a whole suite of media channels. The media plan will create high reach and awareness in our new audience’s life, and the creative is striking and engaging and is designed to bring buyers into your showroom floor from the get go! Make sure you check out the marketing page on Subaru Central to see the epic TV commercial we have produced, and how we are supporting you and your retail centre. It’s an exciting time with many opportunities for all. INSIDE GRIP HOME PAGE MARKETING AFTERSALES PRODUCT PLANNING PARTS & ACCESSORIES LEGAL FINANCE & FLEET SUBARU ASSURED BRAND COMPARISON DEALER RANKINGS SPORT Introducing New XV All the Best from Subaru
GRIP January 2012