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Grip : GRIP March 2013
PRODUCT GRIP FORESTER STACKS UP AGAINST RIVALS Goran Popov Product Planning Manager THE all new “Smarter, Safer, Further, Forester” has been in your showrooms for a couple of months now, and most retail staff have had the opportunity to learn about Forester’s key features and benefits, via the training program held in late January. We know that our value proposition versus our competitors is strong. We also know that we have a strong story as we move from Forester grade to Forester grade, helping you to walk customers through the range and convert sales. Let’s look at our entry-level Forester 2.5i versus its AWD competitors. Spec for spec, the Forester 2.5i has several immediate advantages – its unrivalled X-Mode technology, dual- zone air conditioning, multi- function display and rear spoiler – meaning it clearly outguns its main rivals by around $2000 in value from the get-go. For example, the Forester 2.5i offers a long list of advantages over the new RAV4 GX AWD, which has manufacturer’s list price (MLP) of $34,490. That’s a premium of $1500 over the Forester 2.5i, and the RAV4 GX AWD doesn’t even include a full size spare wheel, dual-zone air- conditioning or a reverse camera. To add to this, the Forester has Auto Stop Start, better fuel economy and CO2 emissions, as well as superior ground clearance and X-Mode technology (refer table). The RAV4 is smaller, heavier, has less luxury and higher fuel consumption. So we have to ask ourselves – is the RAV4 a legitimate competitor of the real thing? But you don’t have to take our word for it. Paul Gover, one of Australia’s most experienced and respected road testers, rates Forester ahead of the pack – four and-a -half stars, versus RAV4’s four, Honda CR-V’s three and-a -half, and Mazda CX-5’s three. Gover summarises Forester by saying: “(It) has reset the bar for compact SUVs, with a cushy drive and all-round class...” Experienced News Limited motoring journalist, Neil Dowling, concludes: “It’s the great all-rounder and won’t give its owners any regrets, so gets my nod”. Dowling rates Forester a winner for technology and driving, saying: “Only the Subaru is constant 4WD, the others driving all wheels only on demand”. If we turn to diesel, we have reduced the price by $1000 MLP on the entry model 2.0D, while adding a long list of ex tras, including a reverse camera and 17” alloys that gives us a clear advantage over the key competitors, including the new RAV4, which has a towing capacity of only 500 kilograms. As I am sure you would agree, the new Forester has a long list of features and benefits that make it stand out from the pack and that give it a clear point of difference. But the devil is in the detail and you have that detail available to you with comprehensive comparison guides for each Forester grade. These comparators list the main advantages and disadvantages versus the key rivals for each grade, to help you convert customers considering those other makes. They have been recently updated with the new RAV4 and the 2.5 CX-5 to ensure that you have all key information on hand. To access them, simply click on the Marketing community page on Subaru Central and then click on MY13 Forester and you will find these comparators, along with a wealth of other information on Forester. And don’t forget, you can also easily access these guides on your iPhone on demand via Subaru TV. Just launch the Subaru TV iPhone app and click New Forester. Forester 2.5i ($32,990MLP) vs Toyota RAV4 GX ($34,490MLP) Forester 2.5i advantages: y X-Mode y Reverse camera y Full size spare y Higher ground clearance y Better fuel economy y Lower CO2 emissions y Auto Stop Start y DataDot DNA INSIDE GRIP HOME PAGE OUTBACK PRODUCT FINANCE WHAT’S IN THE PRESS PASSENGER VEHICLES AFTERSALES TRENDS DEALER STATS SPORT CONTACT GRIP
GRIP February 2013
GRIP April 2013