Subaru 2011 Mediocrity Advertising Campaign
- Thread starter Monster
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martinbo
Staff member
Errrrr yeeaahh rrr erm okayyyy....?
Interesting concept but in the end the message is a non-event. So Subarus are "not so mediocre?" Mmm... is that the best message you can convey?
It's a pity because, aside from a decided lack of appreciation on internet forums, Subarus are far from mediocre and their sales growth bears testimony to this. Sure, they don't look all whizz bang but the ownership experience and motorist* appeal will always make up for this.
* I use the concept of motorist as opposed to driver in this instance. Nowadays the term "driver appeal" is reserved for all that fancy talk about steering texture and hanging it sideways on the throttle. That's stuff that I'm quite passionate about, make no mistake, but its relevance in the context of motoring for the masses is negligible, really. A motorist needn't be one who corners on the limit or extols the virtues of sublime throttle response; a motorist could be one who uses their vehicle as a means to making a living or carting the kids around or enabling a certain lifestyle choice.
As far as motorist appeal goes, Subarus have never been better. As far as driver appeal goes, sure, some of them aren't quite as sharp as their forebears were. But in the end, it's the better product, not the better driver's car that raises the sales volumes and Subaru's growth in key markets bears testimony to this.
So, despite quirky looks and an engineering strategy that seems a little narrow-minded at times, there's no doubting Subaru's integrity, reliability, versatility and the all-round satisfaction of owning a car that's much more about what's under the skin.
This, in my opinion, is an important message that Subaru needs to continue to try and put across.
Interesting concept but in the end the message is a non-event. So Subarus are "not so mediocre?" Mmm... is that the best message you can convey?
It's a pity because, aside from a decided lack of appreciation on internet forums, Subarus are far from mediocre and their sales growth bears testimony to this. Sure, they don't look all whizz bang but the ownership experience and motorist* appeal will always make up for this.
* I use the concept of motorist as opposed to driver in this instance. Nowadays the term "driver appeal" is reserved for all that fancy talk about steering texture and hanging it sideways on the throttle. That's stuff that I'm quite passionate about, make no mistake, but its relevance in the context of motoring for the masses is negligible, really. A motorist needn't be one who corners on the limit or extols the virtues of sublime throttle response; a motorist could be one who uses their vehicle as a means to making a living or carting the kids around or enabling a certain lifestyle choice.
As far as motorist appeal goes, Subarus have never been better. As far as driver appeal goes, sure, some of them aren't quite as sharp as their forebears were. But in the end, it's the better product, not the better driver's car that raises the sales volumes and Subaru's growth in key markets bears testimony to this.
So, despite quirky looks and an engineering strategy that seems a little narrow-minded at times, there's no doubting Subaru's integrity, reliability, versatility and the all-round satisfaction of owning a car that's much more about what's under the skin.
This, in my opinion, is an important message that Subaru needs to continue to try and put across.
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Subaru
Subaru is the automobile manufacturing division of the Japanese transportation conglomerate
Subaru Corporation (formerly known as Fuji Heavy Industries). Founded on 15 July 1953, it is
headquartered in Ebisu, Shibuya, Japan.
