Subaru’s Target Market
To effectively reach their desired customers, Subaru has identified three key target market segments: adventurous outdoor enthusiasts, young professionals with above-average income, and families with young children.
Adventurous Outdoor Enthusiasts
One of Subaru’s primary target market segments consists of adventurous individuals who enjoy outdoor activities such as hiking, camping, and skiing. These customers have a strong affinity for nature and prioritize environmental sustainability (Source). Subaru vehicles are well-suited for outdoor adventures, with features like all-wheel drive and rugged capabilities that cater to the needs of outdoor enthusiasts. By positioning themselves as a brand that aligns with the values of this market segment, Subaru appeals to customers who appreciate the practicality, safety, and reliability of their vehicles.
Young Professionals with Above-Average Income
Subaru also focuses on targeting young professionals in the 25-34 age group who have an above-average income (Source). These individuals are typically active, career-oriented, and seeking a vehicle that complements their lifestyle. Subaru’s marketing efforts aim to showcase their vehicles as stylish, reliable, and practical options for this market segment. By understanding the preferences and aspirations of young professionals, Subaru has successfully positioned themselves as a brand that resonates with this demographic.
Families with Young Children
Another important target market for Subaru is families with young children. Subaru vehicles offer spacious interiors, ample cargo capacity, and a strong focus on safety features, making them appealing to families. Subaru understands the needs of families and designs their vehicles with practicality and versatility in mind. The brand’s commitment to safety and reliability resonates with parents who prioritize the well-being of their loved ones. By catering to the needs of families, Subaru has established itself as a trusted choice for parents looking for a dependable and family-friendly vehicle.
Understanding the unique characteristics and preferences of these target market segments allows Subaru to tailor their marketing strategies to effectively reach and engage with these specific customer groups. By highlighting the features and benefits that resonate with each segment, Subaru can connect with their target customers on a deeper level, fostering brand loyalty and driving sales.
Subaru’s Brand Positioning
Subaru, renowned for its reliable and durable vehicles, has strategically positioned itself in the automotive market. This positioning is key to attracting and retaining its target market. Subaru’s brand positioning centers on two main pillars: reliability and durability, as well as commitment to environmental sustainability.
Reliability and Durability
Subaru has successfully built a reputation for producing reliable, safe, and durable vehicles. This reputation resonates with their target market’s desire for dependable and long-lasting vehicles. Subaru owners value the peace of mind that comes with owning a vehicle that consistently performs well and withstands various driving conditions. Subaru’s commitment to engineering excellence and quality control has resulted in a loyal customer base that appreciates the brand’s reliability.
Subaru’s vehicles are designed to handle challenging terrains and adverse weather conditions, making them particularly appealing to individuals who enjoy outdoor activities such as camping, hiking, and skiing. The brand’s all-wheel drive system, known as Symmetrical All-Wheel Drive, provides enhanced traction and stability, further reinforcing Subaru’s positioning as a reliable choice for adventure seekers (Source).
Commitment to Environmental Sustainability
Subaru has made a conscious effort to position itself as a brand committed to environmental sustainability. This commitment is evident through their eco-friendly initiatives aimed at reducing waste and promoting fuel efficiency. Subaru recognizes the importance of minimizing their ecological footprint and appealing to their eco-conscious target market.
By implementing environmentally friendly practices in their manufacturing processes, Subaru demonstrates their dedication to sustainability. For example, the company actively works towards reducing waste and optimizing resource usage throughout their production facilities. Additionally, Subaru continues to prioritize fuel efficiency and emissions reduction in their vehicle design and engineering, aligning with the growing demands for environmentally responsible transportation options (Source).
Subaru’s commitment to environmental sustainability is not only an ethical standpoint but also a strategic move to attract customers who prioritize eco-consciousness in their purchasing decisions. By positioning themselves as a brand that cares about the environment, Subaru differentiates itself from competitors and resonates with the values of their target market.
By focusing on reliability, durability, and environmental sustainability, Subaru has successfully positioned itself as a brand that appeals to a wide range of customers. Whether it’s families seeking a safe and dependable vehicle or outdoor enthusiasts looking for a rugged and reliable option, Subaru’s brand positioning aligns with the needs and values of its target market.
Subaru’s Marketing Strategy
To effectively reach their target market, Subaru has implemented a strategic marketing approach that revolves around emotional storytelling and partnerships and sponsorships.
Emotional Storytelling
Subaru’s marketing strategy involves using emotional storytelling to engage and resonate with their target audience. They understand that their customers value experiences, adventure, and the joy of exploring the outdoors. By crafting narratives that emphasize these themes, Subaru creates a strong emotional connection with their customers, helping to build brand loyalty and affinity.
Through their marketing campaigns, Subaru portrays their vehicles as companions for memorable journeys, capable of withstanding challenging terrains and weather conditions. By showcasing the versatility and dependability of their vehicles, Subaru appeals to their target market’s sense of adventure and desire for reliable transportation.
Partnerships and Sponsorships
Subaru has strategically formed partnerships and sponsorships with organizations and events that align with their target market’s interests. By associating themselves with outdoor and adventure-focused companies, Subaru enhances their brand image and connects with their target audience on a deeper level.
For example, Subaru has established partnerships with organizations such as REI, the National Parks Foundation, and Leave No Trace. These collaborations allow Subaru to showcase their commitment to environmental sustainability while supporting causes that resonate with their target market.
Through sponsorships of outdoor events and initiatives, Subaru further reinforces their brand positioning as a reliable and adventure-driven automotive brand. By sponsoring events like hiking, camping, and outdoor festivals, Subaru actively engages with their target market and establishes themselves as a trusted partner for outdoor enthusiasts.
By leveraging emotional storytelling and strategic partnerships, Subaru effectively communicates their brand values and engages with their target market. These marketing strategies have contributed to Subaru’s success in connecting with their customers and fostering long-term relationships.
For more information on Subaru’s marketing strategy and their position in the market, check out our article on Subaru’s SWOT analysis.
Subaru’s Market Segments
Subaru has identified several distinct market segments that they target with their marketing efforts. These segments include teachers and educators, healthcare professionals, IT professionals, outdoorsy types, and lesbians. Let’s take a closer look at each of these segments and why Subaru appeals to them.
Teachers and Educators
Teachers and educators are among Subaru’s target market due to their shared values of reliability and practicality. Subaru vehicles provide the versatility and safety features that are essential for these professionals who often commute and have a need for dependable transportation. Moreover, Subaru’s commitment to environmental sustainability aligns with the values of many teachers and educators who prioritize eco-conscious choices in their daily lives.
Healthcare Professionals
Healthcare professionals, including doctors, nurses, and medical staff, are attracted to Subaru’s reputation for reliability and durability. These professionals often have demanding schedules and require vehicles that can withstand their busy lifestyles. Subaru’s all-wheel drive capability is especially appealing to healthcare professionals who may need to navigate through various weather conditions to reach their workplaces or attend to emergencies.
IT Professionals
IT professionals, who often work with cutting-edge technology, are drawn to Subaru’s advanced features and technological innovations. Subaru vehicles offer modern infotainment systems, driver-assistance technologies, and connectivity options that resonate with this tech-savvy audience. Additionally, Subaru’s reputation for safety and reliability provides peace of mind to IT professionals who value practicality and dependability.
Outdoorsy Types
Subaru’s target market also includes individuals with active lifestyles and a love for outdoor adventures. The brand’s emphasis on all-wheel drive capability and durability make Subaru vehicles well-suited for outdoor enthusiasts who enjoy activities such as camping, hiking, and skiing. Subaru’s popularity is particularly strong in regions with harsh climates, rugged terrains, and active outdoor communities, such as the Pacific Northwest, Rocky Mountains, and New England (IIDE).
Lesbians
Subaru has gained recognition for its support and inclusivity towards the LGBTQ+ community. Lesbians, in particular, have shown a strong affinity for the brand, appreciating Subaru’s commitment to diversity and equality. The brand’s marketing efforts have resonated with this segment, and Subaru continues to cultivate relationships with LGBTQ+ organizations, events, and initiatives, fostering a sense of community and loyalty among lesbian consumers.
By targeting these specific market segments, Subaru has successfully developed a loyal customer base. Their vehicles align with the needs and values of these diverse groups, offering reliability, practicality, and safety features that appeal to their respective lifestyles. Subaru’s ability to understand and cater to the unique preferences of these segments has contributed to the brand’s continued success in the automotive market.