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Cult Appeal Helps Subaru Buck Market

Loyal, expanding fan base moves sales, market share up in down year for industry

By Matt Cantor,  Newser Staff

Posted Jan 13, 2009 11:51 AM CST

(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.

The Subaru Legacy concept car is introduced at the North American International Auto Show on Sunday in Detroit.
The Subaru Legacy concept car is introduced at the North American International Auto Show on Sunday in Detroit.   (AP Photo)
Thomas Doll, executive vice president of Subaru of America speaks at the North American International Auto Show on Sunday in Detroit.
Thomas Doll, executive vice president of Subaru of America speaks at the North American International Auto Show on Sunday in Detroit.   (AP Photo)
The 2009 Forester helped Subaru increase its US market share from 1.2% to 1.92% last year--an enormous coup in a year when its sales were up overall, bucking industry trends.
The 2009 Forester helped Subaru increase its US market share from 1.2% to 1.92% last year--an enormous coup in a year when its sales were up overall, bucking industry trends.   (AP Photo)
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