Subaru Marketing Strategy 2024: A Case Study

Subaru has established itself as a prominent player in the automotive industry with its unique marketing strategy. By segmenting its customers based on demographics, income, and lifestyle factors, Subaru effectively targets its desired audience. The brand primarily caters to younger singles or couples residing in metropolitan areas.

Positioning itself as a provider of safe, reliable, and innovative vehicles, Subaru has created a niche for itself in the market. Despite facing tough competition from major automakers like Toyota, Honda, Nissan, and Volkswagen, Subaru has managed to stand out by differentiating its offerings and focusing on its strengths.

Monthly organic traffic to Subaru’s website is substantial, thanks to its effective SEO strategies. The company’s website optimization efforts, including factors like site speed, mobile-friendliness, and user experience, contribute to its online visibility and customer engagement.

In addition to SEO, Subaru leverages influencer marketing to boost brand awareness. The brand has formed strategic partnerships with popular YouTube and Instagram influencers, generating engaging content that resonates with its target audience. This influencer marketing approach has increased Subaru’s brand reach, perception, authenticity, and trust among consumers.

Subaru’s financial success is a testament to its effective marketing strategies. The company reported net sales of 3.8 trillion yen ($28 billion) in the fiscal year 2022, marking a significant 17% increase year-over-year. Furthermore, Subaru’s strong sales momentum and financial stability are evident from its record high net income of 202 billion yen ($1.5 billion) reported in the fiscal year ending March 2023. With approximately 1.5 trillion yen ($11 billion) in cash and short-term investments, Subaru exhibits its financial strength and flexibility for future investments.

Key Takeaways:

  • Subaru segments its customers based on demographics, income, and lifestyle factors.
  • The brand’s target audience primarily consists of younger singles or couples living in metropolitan areas.
  • Subaru positions itself as a provider of safe, reliable, and innovative vehicles.
  • Monthly organic traffic to Subaru’s website is substantial due to effective SEO strategies.
  • Subaru leverages influencer marketing to increase brand awareness and reach a targeted audience.
  • Subaru has seen significant financial growth, reporting record-high net income and maintaining strong sales momentum.

In the following sections, we will take a closer look at Subaru’s market segmentation, advertising strategies, and the challenges the company faces in the ever-evolving automotive industry. Stay tuned!

Company Overview

Subaru, formerly known as Fuji Heavy Industries, is a renowned automotive manufacturer with a diverse product lineup. Originally founded in 1953 as a division of Fuji Heavy Industries, Subaru quickly established itself as a prominent player in the industry. While Fuji Heavy Industries initially focused on aircraft manufacturing since its inception in 1917, the company ventured into automobile production to meet the growing demand for cars.

Subaru has gained recognition for its commitment to delivering vehicles that can withstand various weather conditions and terrains. The company’s vehicles are known for their all-wheel drive capability, making them highly sought after by outdoor enthusiasts and adventure seekers. In addition, Subaru places emphasis on reliability, safety, and versatility, catering to customers who prioritize these values.

Over the years, Subaru has made remarkable strides in terms of sustainability and environmental responsibility. The company was one of the first automakers to introduce a zero-landfill manufacturing plant, reflecting its commitment to minimizing its environmental footprint.

Subaru’s dedication to safety is also evident in the technologies incorporated into its vehicles. The company utilizes the innovative EyeSight Driver Assist Technology to enhance driver safety and prevent accidents.

With its unwavering focus on quality and safety, Subaru has earned numerous safety awards and accolades, further solidifying its reputation as a trusted automotive brand.

Headquartered in Tokyo, Japan, Subaru has expanded its operations globally, including the North American market. In the 1960s, Subaru gained a loyal customer base in North America with models like the Legacy, Impreza, and Outback, showcasing the brand’s commitment to delivering reliable and versatile vehicles.

Subaru’s product lineup features popular models such as the Impreza, Legacy, Outback, Forester, and Crosstrek. The company has also collaborated with other automotive giants like Toyota on sports car offerings like the BRZ.

Recognized for their distinctive design, symmetrical all-wheel drive system, and boxer engine layout, Subaru vehicles continue to captivate drivers worldwide. As the automotive industry evolves, Subaru embraces the opportunity to transition to a lineup consisting entirely of electric vehicles (EVs) by the mid-2030s, showcasing its commitment to sustainability and innovation.

To engage with their target audience effectively, Subaru utilizes various marketing strategies, including social media platforms like Instagram and Facebook. The company has also successfully implemented influencer marketing campaigns and formed partnerships with organizations like Patagonia and the National Park Foundation, aligning with its primary demographic of outdoor enthusiasts and adventure seekers.

Despite facing intense competition in the automotive industry, Subaru’s unwavering commitment to quality, safety, and innovation positions the company for continued success. However, economic downturns and changes in consumer purchasing power can impact the demand for automobiles, presenting challenges for Subaru’s business.

Stay tuned for the following sections in this article, which will delve deeper into Subaru’s marketing strategy, segmentation, targeting, positioning, marketing campaigns, SEO strategies, influencer marketing, SWOT analysis, and an intriguing case study.

Key Points Details
Fuji Heavy Industries (predecessor) Founded in 1917
Subaru (division of Fuji Heavy Industries) Founded in 1953
First car introduced Subaru 1500 in 1954
All-wheel drive capability A defining feature of Subaru vehicles
EyeSight Driver Assist Technology Innovative safety technology used by Subaru
Zero-landfill manufacturing Subaru’s commitment to environmental responsibility
Market presence Global operations, including North America
Product lineup Impreza, Legacy, Outback, Forester, Crosstrek
Transition to electric vehicles Announced plans for a lineup consisting entirely of EVs by the mid-2030s

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Segmentation, Targeting, and Positioning

Subaru, a leading automotive brand, recognizes the importance of effective segmentation, targeting, and positioning in its marketing strategy. By understanding its target audience and their unique needs, Subaru is able to position itself as a provider of safe and reliable vehicles that cater to a diverse range of customers.

Subaru has identified three key target market segments: adventurous outdoor enthusiasts, young professionals with above-average income, and families with young children. By segmenting its audience, Subaru can tailor its products and marketing efforts to effectively reach these specific consumer groups.

The brand particularly targets young professionals in the 25-34 age group who have above-average income. These individuals value performance, innovation, and eco-consciousness, making them ideal customers for Subaru. Additionally, families with young children are an important target market for Subaru. By focusing on safety, space, and versatility, Subaru vehicles are designed to meet the needs of families seeking reliable transportation.

In terms of brand positioning, Subaru emphasizes reliability, durability, and commitment to environmental sustainability. The brand’s unwavering dedication to safety and quality has earned it a reputation for producing vehicles that can withstand various terrains and weather conditions. This positioning aligns with Subaru’s target audience, who prioritize the safety and dependability of their vehicles.

To effectively communicate its brand positioning, Subaru leverages emotional storytelling and partnerships in its marketing strategy. By showcasing real-life stories and experiences of its customers, Subaru establishes an emotional connection with its target audience and reinforces its brand values of safety and reliability.

Geographic segmentation plays a role in Subaru’s marketing strategy as well. By organizing customers into groups based on where they live, Subaru can tailor its marketing messages to resonate with specific regions or areas within a region. This allows Subaru to address the unique needs and preferences of customers in different locations, further strengthening its market presence.

Overall, Subaru’s segmentation, targeting, and positioning strategies enable it to effectively reach its desired audience and position itself as a trusted provider of safe and reliable vehicles. With a keen focus on customer needs and a commitment to excellence, Subaru continues to thrive in the automotive industry.

Segmentation Types Description
Geographic Segmentation Based on customers’ geographical location, such as countries, regions, or areas within a region.
Demographic Segmentation Groups consumers based on measurable characteristics like age, gender, income, and education.
Psychographic Segmentation Focuses on how consumers describe themselves, including self-values, self-concept, and lifestyles.
Benefit Segmentation Categorizes consumers based on the benefits they derive from products or services.
Behavioral Segmentation Divides customers based on how they use the product or service, considering occasion and loyalty factors.
Market Basket Analysis Utilizes big data to find associations between items frequently purchased together by customers.
Geodemographic Segmentation Combines geographic, demographic, and lifestyle characteristics to classify consumers and predict buying patterns in specific neighborhoods.

Marketing Campaigns

Subaru has gained immense success through its innovative and impactful marketing campaigns. One of the most notable campaigns is the Love Campaign, which has captured the hearts of Subaru owners and prospects alike. By emphasizing the emotional bond between customers and their Subaru vehicles, the Love Campaign has successfully fostered a sense of loyalty and belonging within the Subaru community.

Subaru has also shown its commitment to inclusivity and social responsibility through targeted LGBTQ marketing initiatives. The brand has sponsored pride parades and partnered with LGBTQ causes, demonstrating its support and dedication to diversity and equality.

Social media marketing has played a crucial role in Subaru’s overall marketing strategy. The brand collaborates with 20 influencers on Instagram and YouTube, leveraging their large and engaged followings to amplify Subaru’s message and reach a wider audience. Through sponsored posts and engaging content, Subaru has successfully enhanced brand awareness and connectivity with its target market.

Furthermore, Subaru’s e-commerce strategies have been instrumental in increasing brand recognition and driving online sales. The brand utilizes data on demographics, customer perceptions, and consumer behavior to optimize the online shopping experience and meet the evolving needs of its customers.

Subaru’s commitment to marketing innovation and customer-centricity is evident in the success of its campaigns. By shifting its marketing strategy from a focus on quality and durability to building emotional connections, Subaru has not only achieved record-breaking sales but also strengthened its brand identity and customer loyalty.

Campaign Social Media Reach Engagement Rate
Love Campaign N/A N/A
LGBTQ Marketing N/A N/A
Social Media Marketing N/A N/A
Influencer Marketing 2 million likes 5%
E-commerce Strategies N/A N/A

As part of Subaru’s comprehensive marketing strategy, the brand understands the importance of implementing effective SEO strategies to drive organic traffic and improve website visibility. Subaru utilizes a range of SEO strategies, including keyword optimization, content creation, and website optimization, to enhance its online presence and attract a wider audience.

Keyword optimization plays a crucial role in Subaru’s SEO efforts. By conducting thorough keyword research and analysis, Subaru identifies the most relevant and high-impact keywords to incorporate into its website content. This ensures that the brand’s website ranks prominently in search engine results for targeted search queries, increasing its visibility to potential customers.

Content creation is another key aspect of Subaru’s SEO strategies. The brand focuses on producing high-quality, informative, and engaging content that not only appeals to its target audience but also aligns with their search intents. By regularly creating and publishing valuable content, Subaru establishes itself as an authority in the automotive industry and improves its organic search visibility.

Website optimization also plays a significant role in Subaru’s SEO efforts. The brand focuses on technical aspects such as site speed, mobile-friendliness, and user experience to ensure that its website provides a seamless browsing experience for visitors. By optimizing these crucial elements, Subaru not only improves its website’s search engine ranking but also enhances user engagement and satisfaction.

SEO Services and Results

Subaru’s commitment to SEO strategies has yielded impressive results for its dealership clients. By partnering with reputable marketing firms with extensive experience in the industry, Subaru has seen a significant increase in targeted online traffic for its dealerships.

For example, SEO services provided by Click Here Digital, a marketing firm with 30 years of experience driving remarkable results for retailers, have boosted online traffic for Subaru dealership clients by an impressive 160%. This increase in targeted traffic has translated into improved visibility, brand exposure, and ultimately, more potential customers for Subaru dealerships.

Another notable marketing firm serving Subaru dealerships is Dealer eProcess, which boasts a remarkable 99% customer satisfaction rate. This firm leverages a dealership’s first-party data to create personalized customer experiences, ensuring that Subaru’s dealership websites are easily found for related search queries for specific models and services.

Furthermore, marketing firms like L2TMedia, PureCars, and Stream Companies bring their years of industry experience to the table with customized strategies tailored to each dealership’s unique customer base and competitive environment. These firms have proven their ability to drive growth and success for their clients, showcasing their expertise in the field of digital marketing.

Adapting to Search Engine Updates

Subaru understands the dynamic nature of search engines and the frequent updates made by platforms like Google. To stay ahead of the curve, Subaru’s SEO strategies are designed to adapt and adjust to these updates, ensuring that the brand’s website remains optimized and visible to its target audience.

By partnering with experienced marketing firms and staying up to date with the latest SEO trends and best practices, Subaru’s SEO strategies remain effective and relevant in the ever-changing digital landscape.

Marketing Firm Experience
Click Here Digital 30 years
Dealer eProcess 99% customer satisfaction
L2TMedia Over 16+ years
PureCars Offers solutions for a post-cookie world
Stream Companies 25-year focus on driving growth

Influencer Marketing

Subaru understands the power of influencer marketing in today’s digital landscape. By leveraging partnerships with influencers across various industries, Subaru effectively reaches its targeted audience with engaging content that resonates and builds authenticity and trust. The brand’s collaboration with influencers has proven highly successful, resulting in increased brand awareness, higher engagement rates, and even sales growth.

Subaru’s influencer marketing strategy involves working with 20 influencers simultaneously, including professional athletes, artists, and photographers. This diverse range of influencers ensures a broad reach and appeals to different segments of the audience. The partnership between Subaru and these influencers helps create targeted and effective content that showcases the brand’s products in an authentic and relatable way.

Through these collaborations, Subaru has successfully achieved an average engagement rate of 9% across all 20 influencers involved in their campaigns. This high engagement rate is a testament to the effectiveness of their influencer marketing efforts in capturing the attention and interest of their target audience.

One notable success story is Subaru’s collaboration with influencer Zach King. His video alone garnered over 9 million views, showcasing the potential impact of partnering with influencers who have a large and dedicated following. This partnership not only increased brand exposure but also helped create a positive brand image through the association with such a popular influencer.

Subaru’s influencer marketing campaigns have resulted in the creation of 58 pieces of unique and engaging content across various social media platforms. By leveraging the creativity and influence of these influencers, Subaru is able to reach wider audiences and generate meaningful interactions.

In addition to the engagement and content creation, Subaru’s influencer marketing efforts have had a direct impact on sales. During the campaign period, Subaru experienced a sales increase of over 10%, reinforcing the effectiveness of influencer marketing as a driving force behind business growth.

In conclusion, Subaru’s partnership with influencers and commitment to creating engaging content has proven to be a successful strategy. Through this approach, Subaru effectively reaches its targeted audience, builds authenticity and trust, and achieves tangible results in terms of engagement and sales growth.

SWOT Analysis

Subaru’s SWOT analysis provides an insightful look into the company’s internal strengths and weaknesses as well as external opportunities and threats. Understanding these factors is crucial for Subaru’s strategic planning and maintaining a competitive edge in the automotive industry.


Subaru boasts several strengths that contribute to its success in the market. One of its key strengths is its reputation for safety, reliability, and quality vehicles. This has earned the brand high customer satisfaction and trust. Additionally, Subaru’s commitment to engineering excellence and its unique symmetrical all-wheel drive system sets it apart from competitors. The brand has established a strong presence in the US market, with popular models like the Outback, Forester, and Crosstrek driving high sales numbers.


Despite its strengths, Subaru also faces certain weaknesses. One significant weakness is its limited presence in the luxury car market. This narrows its customer base and reduces revenue potential, especially when compared to luxury competitors. Another weakness includes a lag in electrification and lower brand awareness compared to some of its rivals. Addressing these weaknesses will be crucial for Subaru’s future growth and expansion.


Subaru has several opportunities it can capitalize on to enhance its market position. One such opportunity is the growing demand for SUVs and crossovers, which aligns with Subaru’s strong product offerings in these segments. The company also has the potential to diversify its product range and expand into luxury vehicles, attracting a wider audience. Furthermore, with the industry moving towards electric vehicles (EVs), Subaru can seize the opportunity to develop and market EV models that meet evolving consumer preferences.


Subaru faces threats that could impact its business and market share. The intense competition in the automotive industry from companies like Toyota, Honda, and Ford poses a challenge. Subaru must continuously innovate and differentiate itself to maintain its market position. Additionally, currency exchange rate fluctuations, particularly between the US dollar and the Japanese yen, expose Subaru to financial risks. External risks like changes in financial markets and raw material price volatility can also impact the company’s financial performance and manufacturing costs.

In summary, Subaru’s SWOT analysis reveals its strengths in safety, reliability, and strong sales momentum, along with weaknesses in luxury car market presence and brand awareness. The opportunities lie in expanding product range, capitalizing on SUV and crossover demand, and embracing the EV trend. However, Subaru must navigate threats such as intense competition and currency exchange rate fluctuations to sustain its success in the market.

The Marketing Campaign, an Odd Story

Subaru’s marketing campaign took an interesting turn in the 1990s when the company was facing a decline in sales. To combat this, Subaru created a luxury car and hired a new advertising agency, Wieden + Kennedy, to revamp their marketing strategy.

During their research, Wieden + Kennedy discovered a surprising statistic: lesbians were four times more likely than the average consumer to buy a Subaru. This finding led to a groundbreaking approach in Subaru’s marketing campaign.

Recognizing the importance of niche marketing, Subaru and Wieden + Kennedy targeted specific groups with tailored advertisements. This included reaching out to the LGBT community, a demographic that demonstrated strong brand loyalty and enthusiasm for Subaru cars.

At the time, the environment was not openly supportive of LGBT causes, and many businesses were hesitant to engage in gay-friendly advertising due to societal attitudes and concerns about backlash. However, Subaru took a bold step forward and embraced marketing to the LGBT community.

Internally, Subaru faced some hesitation among employees who needed time to fully embrace the idea of openly marketing to gay customers. However, with the support of their parent company, Fuji Heavy Industries, and the substantial business case for niche marketing, Subaru pressed forward with their campaign.

The marketing campaign’s success was undeniable. Sales that had been stagnant in 2007 began to see positive movement. Subaru’s flagship model, the Outback, functioned as a brand on its own, and the company launched six different taglines and campaigns over seven years to maintain momentum.

Subaru’s emotional connection with owners proved to be a key strength. The Love campaign, launched in 2008, resonated with customers and helped Subaru maintain steady sales amidst an industry downturn of 18%. Post the Love campaign, Subaru’s upper funnel brand health measures showed improvement, reinforcing the effectiveness of their marketing strategies.

In their efforts to engage with the LGBT community, Subaru partnered with over 40 organizations, demonstrating their commitment to inclusion and diversity.

By 2006, Subaru had achieved significant success and became the only car company unaffected by the recession. As niche marketing became more mainstream, Subaru adjusted their strategy to focus on people’s hobbies and interests, such as camping, merging niche marketing with broader appeal.

Subaru’s unique approach to marketing, embracing niche audiences and addressing cultural challenges, has positioned them as a brand that goes beyond traditional advertising. Their commitment to understanding and connecting with specific consumer groups continues to drive their success.


Subaru’s marketing strategy has proven to be a resounding success, particularly in its targeted approach to reaching different market segments. By identifying and capitalizing on the unique needs and preferences of various customer groups, Subaru has been able to cultivate a thriving customer base in sectors such as Teachers and Educators, Healthcare Professionals, IT Professionals, Outdoorsy Types, and Lesbians.

The decision to specifically target the lesbian segment has been particularly advantageous for Subaru. By recognizing the market potential in an underserved group, the company has tapped into a highly lucrative market characterized by factors such as higher purchasing power, diversity, and global acceptance. Notably, lesbian Subaru owners have expressed a strong preference for the brand’s vehicles due to their versatility in outdoor activities and ability to carry loads, without being as bulky as trucks or SUVs.

Subaru’s success can be attributed to a well-rounded marketing strategy that combines both science and art. The company has effectively leveraged consumer and competitive analyses to position their brand for lesbians, while also supporting the LGBTQ+ community through sponsorships and employee engagement. Additionally, Subaru’s marketing efforts have embraced targeted communication and taglines with double meanings, engaging consumers on multiple levels.

Looking ahead, there are a few key success factors and recommendations that can further enhance Subaru’s marketing strategy. By continuing to leverage influencer marketing, optimizing SEO strategies, and staying attuned to industry trends, Subaru can maintain its competitive edge and reach even greater heights in the automotive market. Ultimately, the continual adaptation and dedication to understanding the target market have played pivotal roles in shaping Subaru’s marketing success.


What is Subaru’s target market?

Subaru primarily targets younger singles and couples living in metropolitan areas who value adventure and exploration.

How does Subaru position itself in the market?

Subaru positions itself as a provider of safe, reliable, and innovative vehicles, with a strong emphasis on performance and value.

What marketing campaigns has Subaru implemented?

Subaru has implemented campaigns like the Love Campaign, emphasizing the emotional connection between customers and their Subaru vehicles.

How does Subaru engage with its audience through digital marketing?

Subaru engages with its audience through influencer marketing, social media marketing, and e-commerce strategies.

What SEO strategies does Subaru employ?

Subaru optimizes its website through keyword optimization, content creation, and website optimization to enhance its visibility in search engine results.

How does Subaru utilize influencer marketing?

Subaru strategically partners with popular influencers to create authentic and relatable content that showcases its products to its target audience.

What did Subaru’s SWOT analysis reveal?

Subaru’s strengths include its brand reputation, while weaknesses include lag in electrification. Opportunities lie in the growing SUV segment, and threats include increasing competition.

Can you share an interesting story about Subaru’s marketing campaign?

Subaru’s marketing campaign took an interesting turn when they discovered a significant percentage of their buyers were lesbians, leading to targeted marketing initiatives.

How successful has Subaru’s marketing strategy been?

Subaru’s marketing strategy has been successful in reaching its target audience, fostering customer loyalty, and increasing brand awareness.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.