Subaru launches car incentive program for Costco members

Article by Anita Panait, on April 2, 2012

Subaru of America has started an incentive program that involves handing out $500 Costco Cash Cards to Costco members who purchase an eligible new vehicle and complete a member satisfaction survey. The Costco Auto Program offers no-haggle prices with participating dealerships on behalf of its members.

The Costco Auto-linked incentives are also on top of any other rebates and incentives for the discount retailer’s customers are eligible. Subaru commenced it three-month incentive program on March 15 and will terminate it on June 15.

The program covers all new Subaru cars and sports utility vehicles excluding the BRZ sport coupe and the low-volume Impreza WRX and WRX STI.

General Motors ran a similar incentive program from November 1, 2011 to January 3, 2012, during which Costco members bought 5,429 new Chevrolet and GMC light trucks through participating dealerships. The program offered the vehicles at prices generally equivalent to those that GM offers its suppliers' employees.

Costco members who will participate in Subaru’s incentive program, however, will not receive other special pricing offered through GM’s campaign. According to Brian Cavallucci, Subaru’s marketing operations and planning manager, incentive program is aimed at increasing awareness of Subaru vehicles among wealthy Costco members and at generating sales for dealers who asked for the program.

Around 125 Subaru dealerships, out of about 620 nationwide, could participate in the incentive program. Subaru is ranked sixth on the list of brands for which Costco members request a dealership referral. According Rick Borg, Costco Auto Program's vice president of program operations, at least 5,000 new Subaru vehicles will be sold to Costco members during the promotion.

Topics: subaru, incentives

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