How will the excellent growth and profits increase affect image for Subaru?
As a Subaru dealer, we see many different kinds of people coming in to purchase a vehicle. Some are drawn to the reliability and security in a vehicle with AWD capabilities. Others by the rugged designs and Subaru's blending of function and finesse with sleek lines without sacrificing utility.
Whether you are interested in off-road excursions or simply arriving safely and securely to your urban destination, Subaru has made an effort to meet your needs first and foremost. As Subaru gains more followers among the motor vehicle industry, and shows growth beyond an initial niche market, there comes a time when a company must decide whether to expand their offerings or remain the company loyal fans want and expect. This is where Subaru is, now that stocks have risen fivefold and a triple increase in profits in 2012. But will Subaru stay true to their establish image and expand beyond their specialized market?
On the one hand, Subaru has built the brand of rugged outdoorsy image and reliability with a very focused model, not attempting to compete directly with big players Toyota and Honda, but fulfilling a market they are less strong in, particularly the desire for vehicles that provide AWD systems while also keeping gas mileage and reliability at the forefront. By going mainstream, it is possible Subaru would have to field some cars that don't have all the features customers come to expect from the current lineup of Subaru models. No doubt the image of Subaru reliability and function would carry some new models that may differ from the current lineup, but the concern is that it would compromise the brand already built, and which has led to the current successes. It is clear Subaru is growing, and getting big for a niche-market automaker, however it will always do everything to stay true to its roots.
Regardless of the forward direction of Subaru, we as dealers believe our customers will always find the best quality they've come to expect from Subaru vehicles. We stand by our product, now and looking forward, and invite you to come see how Subaru can provide for your car needs. Join us as we face an exciting future.
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