Impreza boosted Subaru’s March sales figures

Article by Anita Panait, on April 4, 2012

An extraordinarily strong sales performance by the Subaru Impreza helped Subaru of America achieve its second-best U.S. sales month ever. Subaru of America posted a 20% hike in year-on-year sales for the month of March. Bill Cyphers, Subaru’s senior vice president of sales, attributed the company’s strong sales performance in March to the all-new 2012 Impreza as well as to the Legacy.

Subaru posted a 214% hike in sales for the Impreza -- not including the WRX model -- in March to 8,545 vehicles, a record month for the model. The model’s quarterly performance is also something very impressive, as the Impreza sold 21,100 units for the first three months of 2012, compared to just 7,787 units sold for the same period in 2011. 

Consumer Reports noted that the Impreza’s redesign was the main factor for the drastic increase in sales for the vehicle, which was not always a popular model. A Subaru spokesman, meanwhile, attributed Impreza’s titanic success in March to combination of factors, like “clever marketing.”

The spokesman said that the Impreza is a perfect example of “everything coming together,” like having the best fuel economy in its category. The company spent effort to sell the Impreza to its target market.

The company marketed the Impreza through several “clever” marketing campaigns like ‘Work Play Love’ and ‘First Car Story.’ Subaru also tried to reach a wide audience in February through television with three spots: “200,000 miles,” “The Door” and “The Apple and The Tree.”

The company also launched an interactive Web site, firstcarstory.com, and a campaign that gives workers a chance to take part in a big kids’ play day. According to Brian Johnson, Subaru’s national advertising manager, the company refocused its marketing of Subaru and Impreza to highlight its safety, reliability and longevity.

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