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.”

Subaru 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.

With the outgoing Subaru Impreza having a wheelbase measuring 103.2 inches, the new model has one that measures 104.1 inches. However both the width and the length are still the same. Having a longer wheelbase with both the front seats and the interior trim being redesigned gave the new Impreza a larger space for the passengers and the cargo room.

Because of how the backrest of the front seat has been redesigned to have a scallop-style, and of course with the wheelbase made longer, the rear passengers benefit from the almost 2 inches of legroom added. In addition to the amount of luggage space being increased, this can be enhanced further and it will even have a flat load floor through the seatbacks in the rear having a 60-40 split fold. For this new 5-door hatchback, loading and unloading objects have been made easier, considering that the stepped section located under the opening has been removed.

Further, the cover of the cargo area can now be hidden beneath the cargo floor. This is the same as that of the Forester. Subaru also enhanced the utility and carrying space on the interior. There are now a number of compartments within the center console where personal items can be store like USB drivers or phones. There is even a large door pocket where one can put in large maps or even plastic drink bottles. Going back to the seats, since the front seats now have higher seatbacks, this allowed for greater comfort.

The same seats now provide better lumbar support and the cushions placed on it are even able to distribute the pressure more efficiently. Much like the 2010 Legacy, all of the seats have been optimized against a rear-end collision. The brand also put additional focus in making sure that the refinement was enhanced. The different details and the appointments of the interior have been made richer. Soft-touch materials have been used for the dashboard as well as that of the center console armrest and door trim.

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