Subaru to overhaul image in £7m drive

Subaru, best-known for its rallying heritage, is to invest up to £7m in a major promotional push next year to move the brand away from its boy-racer image.

The activity, which will be the first since it appointed MCBD to handle its advertising earlier this year, will use the strapline 'Britain's power station'.

A press campaign introducing the line will run in the national press and consumer titles from early next year, potentially followed by TV ads.

Marketing director Jon Nealon said next year would see Subaru's biggest UK marketing spend, although activity would continue to be highly targeted. 'We are a niche brand - that's why you would never see us in the middle break of Coronation Street,' he said.

The campaign will be supported by increased direct activity, including the launch of Subaru's first microsite, created by Elvis.

Nealon added that Subaru's increased investment would help it broaden its consumer appeal by focusing on its technical strengths. The marque is developing a more discreet version of its high-performance Impreza.

Subaru appointed MCBD in March, following a pitch against incumbent Palmer Hargeaves Wallis Thompson, Mother and Walsh Trott Chick Smith. Its media is handled by Brilliant Media.


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