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Grip : GRIP July 2012
FHI NEWS GRIP FHI CHIEF VISITS AUSTRALIA FUJI Heavy Industries’ new President and CEO, Mr Yasuyuki Yoshinaga, visited Australia in early July to see first hand some of the key drivers that make this country the fourth biggest market in the world for Subaru. Subaru Australia Managing Director, Nick Senior, spent two days with Mr Yoshinaga, visiting Subaru’s head office at Baulkham Hills, making the trip to Melbourne for a dealership visit, and importantly, to also officially open the new Suttons Subaru Chullora in outer Sydney. “We greatly appreciated Mr Yoshinaga taking the time from his enormously busy schedule, so soon after taking over from Mr Mori at FHI, to visit us in Melbourne and Sydney,” Senior said. “Mr Yoshinaga saw first hand the enormous commitment of those involved with the brand here, and we were able to further enhance our already strong relationship with him and his team. “He was particularly impressed with Suttons Subaru Chullora, which he opened. It is a great facility and one that everyone associated with Suttons can be very proud of.” For some time it has been very clear that we would suf fer in comparison if we rolled out a traditional launch, and the biggest loser would be the customer. We had too few cars available to give even one car to each retailer, so we had to do something different. Just as we have done many times in the past, we needed to zig, when everyone else zagged. As everyone now knows, we opted for an on-line sales process, and we sold all remaining stock allocated for 2012 after three hours of going live on the web. We also decided that we wanted to make the BRZ ownership experience something a little special, and with this unique vehicle – low volume, high demand – we were able to exploit this rare opportunity and introduce some initiatives, trial some others and use this as a great learning vehicle. First up, to make each BRZ special, it is numbered, and this special ownership experience will continue in the future. The first vehicle produced the network when stock availability improves in Q1 of next year. It has been a challenging time for everyone within the brand, but the experience will provide many lessons for the future – many of them very positive, I’m sure. joins the Subaru Collection, and has the number 001. The on-line initiative enabled us to launch BRZ with a national fixed drive away price and we have been able to test and trial another initiative, free scheduled servicing for the first three years. The process for selling these cars is for the delivering dealer, who still gets a fee from us, which is about equal to his full dealer margin, less the amount for freight, PDI, floorplan, fuel and advertising, because those costs are now born by us. The on-line selling process will be reviewed at the end of the year and we will decide whether to continue or open up the process to BRZ: NEWEST STAR From page 1 Celebrating the opening of the new Suttons Subaru Chullora are (L-R): Peter Flack, Jayson Wilczek, Jason Carroll, Mr Yoshinaga, Simon McGuigan, Scott Armstrong, Nik Mandic, Kevin Green and Simon Ng. INSIDE GRIP HOME PAGE FHI NEWS DEALERSHIPS BRZ - ORIGIN BRZ - MARKETING WHAT’S IN THE PRESS BRZ - ACCESSORIES CLUB SPEC WRX NEWS WHO’S WHO AT SUBARU DEALER STATS
GRIP June 2012
GRIP August 2012