While the auto industry seems to be stalling–or all out crashing in the past several months, Subaru is gaining some traction, boasting 129,298 unit sales, an almost 6% increase from last year. Despite having some of the lowest industry customer intensives.

The odd thing is: Subaru owners drive their vehicles for years, pushing the miles up to 150,000 and beyond. While word of mouth spreads fast through the Subaru community, it never really seems to spread outside its circle of enthusiasts. These new car sales have to be coming from somewhere.

…Subaru owners love their vehicles and that leads to advocacy. Still, the company wasn’t spreading the love far beyond that circle, which led the company to try its current advertising approach.

Advertising. Advertising. Advertising. While you might think the biggest hold up for new customers might be they may not need AWD. According to research conducted by Carmichael Lynch, Subaru’s advertising agency, a quarter of potential new customers just didn’t know that much about the brand.

Bring on the “Love”. Carmichael Lynch’s “Love” campaign educated potential customers of the emotional tie Subaru owner seem to have with their cars. Thus increasing consumers opinion of Subaru–a boost of 25 points. Coupled with the 2009 Forester’s more SUV-like styling and a boost with the new 2008 WRX model boosting sales, Subaru grabbed an additional 1.5% in US market share.

Source: AdvertisingAge

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