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Grip : GRIP February 2012
IMPREZA COMMENT GRIP manY smaLLs, But onLY one WitH it aLL By Andrew Caie General Manager Marketing THE new Impreza has several key benefits over the previous model, as well as its competitive set, that provides Subaru with a unique product advantage at a time when the market for small cars is strengthening in demand. After what was a bad year for many, the industry has witnessed a return to volume only marginally behind the previous year in 2010. This strength of market has shown how keenly share of the Australian market is contested, its resilience, and that European and Korean brands have worked hard to successfully improve their position during the year. Australia’s largest category is now small cars, made up of over 27 different models, with seven brands even offering two or more totally different models in this segment. Having a new small car now is great for Subaru. Not just for the depth it gives our product range, but also because interest in this category is strong, and it’s driven by what I’d like to call “real demand”. That is, consumers who are looking for what is right for them, the right package, with the right product attributes, at the right price. The move out of larger cars is real. Some call it downsizing, I would call it rightsizing. I would argue that over the last decade, given the floor plan, occupant safety and capacity changes has made so called “small cars” the default medium category. The growth in small car sales is not just price driven. Some of the reasons are to do with capability and no longer having to compromise on safety and driveability. However, the single biggest contributor to new sales are the first time car buyers or those adding a second car to their garage. The benefits they consider most important in making the purchase decision are: 1. Value made up of the combination of fuel economy, prices and retained value – or total cost of ownership. 2. The manufacturer’s reputation or appeal. 3. The design appeal of the product. These are followed by quality, features and safety - all strengths that Subaru has enjoyed and FHI have been careful to improve upon once more with the new Impreza. Our challenge is to firmly re- establish Impreza’s position in the top 10 in this category, and we think we have the right product to do just that. We will market on value, not on price, working to our strengths and maintaining a premium value equation. We believe the key to success is to make the new Impreza known for what it is - a different take on what a small car can be. One that has it all, plus All-Wheel Drive! It’s the only true range of small passenger vehicles with All-Wheel Drive in the market, it’s full of Subaru DNA, and the option of choice that delivers a unique, fun to own, fuel efficient vehicle that is something people want. Pure and simple, the new Impreza is the small with it all! INSIDE GRIP HOME PAGE FROM THE MD IMPREZA COMMENT SMALL WITH IT ALL CUSTOMER EXPERIENCE NEW IMPREZA IMPREZA HIGHLIGHTS MARKETING WHAT’S IN THE PRESS TRENDS DEALER RANKINGS
GRIP January 2012
GRIP March 2012