Cult Appeal Helps Subaru Buck Market

Loyal, expanding fan base moves sales, market share up in down year for industry
By Matt Cantor,  Newser User
Posted Jan 13, 2009 11:51 AM CST
The Subaru Legacy concept car is introduced at the North American International Auto Show on Sunday in Detroit.   (AP Photo)
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(Newser) – While other car companies are stuck in reverse, Subaru keeps chugging along, Time reports. While its fan base tends to buy cars only every 7.3 years, it remains fiercely loyal to the brand, known for safety, green operations, and good value. Subaru increased sales last year, and boosted its market share to 1.92% from 1.2% over 2007—a huge jump in the auto industry.

“If you stop a Subaru owner at sporting event, ski slope, shopping center, they’ll tell you, ‘I love this car,’” said a marketing exec. The brand appeals to the snowbound, with its all-wheel drive, and to car-centric Californians, with performance and an increasingly fun image. This year, Subaru is aiming high with a concept car that made its first appearance at Detroit’s auto show.