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.