Subaru aims to hike sales of 2015 Legacy by 150% via US marketing campaign

Article by Christian A., on July 24, 2014

Subaru launched this month its biggest marketing campaign in the United States – around 150 percent more than its previous efforts – centered at further boosting its sales, with focus on its Legacy mid-sized sedan. Subaru is hoping that the campaign would boost Legacy sales by over 40 percent in the next 12 months.

Subaru has seen its sales and reputation surge to new levels after it started redesigning its vehicles for US consumers around eight years ago. In fact, Subaru posted six consecutive years of record sales in the country.

While sales of the Legacy are still growing, it is slower than Subaru's other vehicles. Bill Cyphers, retired senior vice president of marketing at Subaru of America, remarked that in the past, the carmaker would introduce a new Legacy, but without the benefit of any advertising.

Subaru spent $226 million on marketing in 2013. It spent $66 million in the first quarter of 2014, compared with $59 million in the same period in 2013, according to Kantar Media.

Cyphers said Subaru’s marketing spending is bound to surge in the second half of 2014 to promote the Legacy, adding that the carmaker is aiming to hike the sedan’s US sales to at least 60,000 in the next 12 months.

Subaru is hoping that its growing strength in the US could help boost Legacy sales in a mid-sized sedan market ruled by the Toyota Camry and Honda Accord, remarked Alan Bethke, vice president of marketing.

Subaru sold 42,291 Legacy sedans in the US in 2013, which pales when compared to the 408,484 Camrys sold by Toyota in the country in the year. Bethke noted Subaru’s higher brand profile means that more consumer than ever are considering its vehicles.

Cyphers noted that in the past, each generation of the Legacy was launched at the same time as the Outback, and most of the marketing budget allotted for the Outback.

For 2015, Subaru Legacy adopts several design themes that made their debut on the Subaru Legacy Concept unveiled at the 2013 Los Angeles Auto Show.

The 2015 Legacy is the fusion of a sporty form and efficient function. Its coupe-like profile is defined by a "nosecone" front end that essentially combines the grille and bumper into a singular piece. Above the grille is an aluminum hood that helps reduce weight over the front wheels of the Legacy, thereby improving steering response. Compared to its predecessor, the 2015 Legacy has a similar footprint.

Meanwhile, the windshield of the 2015 Legacy is now more raked, with its base moved forward by 2.0 inches. Thanks to the new windshield angle and higher seating hip points as well as door-mounted side view mirrors and new front partition windows, the new Legacy offers better visibility.

Thanks to the fact that the 2015 Legacy boasts of 10-percent improvement in aerodynamic efficiency, it also consumes less fuel. In fact, all Legacy 2.5i trim levels now come standard with the Active Grille Shutter system, that could reduce wind resistance once closed, thereby enhancing fuel economy.

Meanwhile, the Legacy 3.6R Limited is provided with new standard HID low-beam headlights, lending the vehicle a more unique nighttime look. Both U-shape tail and brake lights employ LED units, which consume less power while giving the Legacy an appealing appearance. Turn signal exterior mirrors are standard on Limited trim line models and are optional for the Premium.

As standard, the 2015 Legacy features a rear-view camera located closer to the center of the vehicle to deliver a more natural imaging. The Legacy also comes with a new rollover sensor that could deploy the side curtain airbags once it detects an impending rollover. In addition, the 2015 Legacy also comes with a welcome lighting that – as it detects the driver approaching or leaving the vehicle -- automatically turns on cabin illumination and exterior lights. Keyless Access & Start system is offered on the Limited trim.

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