Subaru planning to improve its position in the UK

Article by Christian Andrei, on August 29, 2010

In order to improve its standing in the UK , Subaru is switching its focus from producing performance cars to refined vehicles that value comfort and space.

Paul Tunnicliffe, Managing Director of IM Group Ltd, Subaru's official UK importer, explained that Subaru is definitely not disregarding its rally heritage but only wants to broaden its target audience in the long term.

He also clarified that the change was not in response to Subaru's decision to withdraw from the 2009 World Rally Championship.

Uncommon sense is the company's new tagline, which intends to sell cars on the back of the niche appeal and rarity factor of the marque, as well as the newfound levels of passenger comfort that is showcased in its latest model, the 2010 Legacy.

Kenyon Neads, marketing director of Subaru UK , described the shift as a move away from STi and WRX and more towards utilitarian cars. He says this is the precise reason why there is no Legacy Spec B or a Legacy saloon for the foreseeable future.

After admitting Subaru was not absolutely robust, and in many ways was polarized, he said that the new strategy should make it more cohesive and bring in new buyers.

Subaru struggled due to a poor exchange rate and low sales throughout 2009, selling only 1882 cars in the UK since the beginning of 2009. It has a market share of just 0.16%.

Topics: subaru, uk

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