“There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.” – David Ogilvy
“There isn’t any significant difference between the various brands of whiskey, or cigarettes, or beer. They are all about the same.” And so are the cars and the trucks, and the SUVS. So what makes a Subaru, a Subaru?
It’s almost unheard of to watch an hour of television without seeing at least one car commercial. Most of them show a nice vehicle driving along an open road (on a closed track) with a smooth-sounding voiceover telling you the features that make this car the car you need. There are some vehicle brands so well-established they don’t need an introduction, like Ford, Toyota, and Honda, that are consistently top the sales charts. So how are other brands supposed to compete?
At the end of 2012, Subaru was ranked 12th among automakers in the United States based on monthly sales. Since then, they have been steadily climbing their way to number 8 at the end of 2015, and have two vehicles ranked within the top 25 best-selling vehicles in the United States as of September 2016.
I don’t own a Subaru. I’ve never even driven a Subaru. But every time I see a commercial I’m reminded why everyone should drive a Subaru. They advertise using families–the car that kept the teen safe when he got in an accident; the kid who breaks everything he touches, except the car; the long-lasting car that holds memories from a young girls’s first day of preschool through the same girl’s prom, and is still good enough to be passed down to her without having to worry about it breaking down; the car that’s perfect for . . . dogs! Advertisements that make you feel are the ones you remember the most. And it helps to have a good, truthful tagline.
They’re trying to win our loyalty (and money) by stealing our hearts. And it’s actually working.
Love. It really is what makes a Subaru, a Subaru.