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Car Dealership Guy Podcast
#112 Transforming Subaru into a 'cult brand', Guiding explosive growth over two decades, Selling 700K+ cars in a single year | Tom Doll, Former CEO of Subaru of America
Aug 22, 2024
Join Tom Doll, former CEO of Subaru of America, as he shares insights from his transformative journey in the automotive industry. Discover how he turned Subaru into a cult brand through innovative marketing like the 'Love Campaign' and strategic decisions that fostered customer loyalty. Doll discusses the importance of strong partnerships with retailers and shares the evolution of Subaru's growth amidst market challenges. Get ready for a deep dive into the emotional connections that fueled Subaru's success and the future of auto retail!
47:20
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Quick takeaways
- The Love Campaign, based on customer feedback, fostered emotional connections by highlighting Subaru vehicles as beloved parts of owners' lives.
- Tom Doll's strategic focus on intentional growth and retailer partnerships transformed Subaru from a niche player to a major automotive competitor.
Deep dives
The Genesis of the Love Campaign
The concept of the Love Campaign originated from direct feedback from Subaru owners who expressed their deep affection for the brand. Customers frequently cited attributes such as reliability, durability, fuel economy, and utility as reasons for their loyalty. This genuine appreciation formed the basis of the campaign, aiming to create an emotional connection between the brand and its customers. It highlighted the idea that Subaru vehicles are not just modes of transportation but are beloved parts of their owners' lives.
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