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Grip : GRIP February 2012
IMPREZA HISTORY GRIP neW impreza Has ricH pedigree By Toby O’Bree National Marketing Manager IMPREZA was released in 1993, the Australian dollar had just crashed against a rampant Japanese Yen and every Japanese brand was under the pump to control pricing by stripping features out of each imported Japanese car. The first Impreza was regarded as expensive, and in truth it was compared to today’s model. It featured 1.8 -litre motors and a base model that had plastic coated bumpers and not a lot to recommend on the styling front. The high performance WRX joined the range in 1994 and quickly gained a loyal band of supporters who grew to a significant size, with many months seeing in excess of 200 units sold during the mid 1990s. While Impreza sales were modest in the first couple of years, the range of sedans and hatches attracted many admirers, with sales rocketing from 14 per cent of total Subaru sales in 1993 to 28.5 per cent in 1994 - second only to Liber ty, which at that time represented 60 per cent - or almost one in every three – of Subaru’s sold that year. Impreza jumped to 43 per cent of Subaru sales in 1996 and it has contributed a healthy 25 to 30 per cent each year over the last 14 years. The second generation Impreza was launched in 2000 and was dubbed “bug eyes” by the media. Impreza sales continued on undaunted, however, contributing over 27 per cent of sales to the Subaru total of 26,686 in 2000. Clearly, Impreza had established a reputation of being able to overcome adversity and win many lifelong fans. However, the 2000 model won over one of the hardest markers of them all with Wheels magazine crowning it “Car of the Year”, despite the model’s contentious looks. Impreza WRX was also the flag bearer for Subaru’s World and Australian rally campaigns, helping Subaru Rally Team Australia win a record 10 consecutive Australian Rally Championship titles from 1996 to 2005. It’s a record that will stand for many years, if not all time. The third generation model Impreza continued the tradition of contributing at least 25 per cent of our total sales. The new shaper styling and several well-equipped limited edition models attracted more female customers to Impreza than ever before. The fourth generation Impreza promises to be even more appealing with cool styling, outstanding fuel economy, class leading interiors and technology. Add these to our legendary DNA of a Boxer engine, All- Wheel Drive and five-star ANCAP safety rating and we’re on another winner. The Impreza has a great history, but the nex t chapter looks set to be the best yet. 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