Dean Evans is out as chief marketing officer of Subaru America

Article by Andrew Christian, on May 5, 2014

After less than three years as senior vice president and chief marketing officer at Subaru of America, Dean Evans is now not part of the carmaker. The carmaker said Evans will pursue “other opportunities” and will be temporarily be replaced by vice president of marketing Alan Bethke until the carmaker discloses “its longer-term strategy to replace Evans.”

Evans was chief marketing officer at Dealer.com and was also e-business director for Jaguar, Land Rover and Aston Martin when the brands were still part of Ford Motor Co. Evans told Automotive News that he is honored to have been part of the Subaru team, adding that the entrepreneur in him would focus on different priorities and ventures.

Subaru President Tom Doll said in a statement that Evans brought strong digital talent to Subaru and “leaves behind a strong bench within his group.” Automotive News named Evans as one of its All-Stars for 2013, saying he was able to move Subaru further into the digital world and social media, hiking sales performance and brand awareness.

Automotive News said that Evans managed to keep Subaru’s marketing aimed at "experience seekers." Evans was also credited with integrating more digital tools into the marketing mix without rewriting Subaru’s underlying strategy.

In 2013, Subaru spent around a quarter of its marketing budget on the Internet and social media, up from 15 percent two years in 2011.

During that span, Subaru’s Internet leads quadrupled while the closing ratio surged 50 percent. Subaru is the only brand able to hike its sales in the US in each of the past six years. It also posted double-digit surges in each of the past 16 months.

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