No More Quirky - Subaru Goes Mainstream

Editors Note: I owned a 1977 Subaru 2WD wagon...it was quirky.

Washington DC November 10, 2014; The AIADA newsletter reported that the Detroit News wrote that there's something about Subaru that's turning hundreds of thousands of Americans a year into "Subaruians".

Subaru is recording record sales and becoming one of the most reputable names in the automotive industry, thanks to its lineup of all-wheel-drive lifestyle vehicles and extremely loyal customers. The company reports half its owners own pets and are three times more likely to have active lifestyles that include biking, kayaking, or hiking.

"A nice thing about a 'Subi' is for a lot of our owners it's a part of their life," Subaru of America Senior Vice President of Sales Jeffrey Walters said in an interview. "Whatever it is they like to do, it helps them do it better." That connection has the brand on track for its sixth consecutive year of record sales, according to Edmunds.com senior analyst Jessica Caldwell.

"They identify with the car and continue to buy them," she said. Subaru's Walters said that was the inspiration for its "Love. It's What Makes a Subaru, a Subaru" marketing and advertising campaign that launched in 2008 and has been a home run for the brand — attracting more people to the brand than ever before.

For more on what's driving Subaru's mainstream success, click here.