Subaru’s Global Marketing Strategy: How Cultural Differences and Market Characteristics Influence Approach

Subaru, the Japanese automaker known for its all-wheel-drive vehicles, has a global presence with operations in several countries. However, the brand’s marketing approach isn’t a one-size-fits-all strategy. The company tailors its marketing tactics to appeal to regional differences in culture, target audience, and market characteristics. In this article, we’ll explore how Subaru markets itself differently across various countries and how their approach aligns with their overall brand messaging and values.

Subaru Marketing Strategy: A Comparative Analysis

Subaru’s global marketing strategy takes into account the diverse cultures and tastes of its target audience in different countries. For instance, the company focuses heavily on its SUV models in the US, which is a popular segment in the American market. In contrast, Subaru markets its compact cars in Japan, where smaller vehicles are more practical for city driving. The company also markets its vehicles differently in Australia, where the brand targets outdoor enthusiasts and highlights Subaru’s all-wheel-drive capabilities for off-road adventures.

In addition to cultural differences, the brand’s target audiences also play a crucial role in shaping the approach. Subaru’s marketing strategy takes into account differences in demographics, age groups, and lifestyles across different countries. For instance, in Europe, Subaru targets younger audiences with sporty models such as the Impreza and WRX. Meanwhile, in Japan, the brand has a more mature target audience and focuses on family-oriented messaging.

Market characteristics, such as competition and regulations, also influence Subaru’s global marketing strategy. In the US, where the market is highly competitive, Subaru emphasizes its safety features to stand out from competitors. Subaru’s campaign called "Love, it’s What Makes a Subaru a Subaru" also highlights the brand’s commitment to safety and family values. In contrast, in Australia, Subaru targets consumers looking for adventure, the outdoors, and off-road driving.

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Subaru Global Marketing: Aligning with Brand Values

Subaru’s marketing approach across different countries aligns with the brand’s overall messaging and values. The company emphasizes safety, reliability, and all-wheel-drive capability in all of its marketing. Additionally, the brand focuses on its eco-friendly initiatives, such as reducing CO2 emissions and improving fuel efficiency, to appeal to environmentally conscious consumers.

Subaru’s "Love, it’s What Makes a Subaru a Subaru" campaign also emphasizes the brand’s commitment to family values. The campaign showcases real stories of Subaru owners and their cars, highlighting the emotional connections they have with their vehicles. This messaging resonates with customers across different countries, who value safety, reliability, and emotional connections with their cars.

Frequently Asked Questions

How does Subaru tailor its marketing approach to different countries?

Subaru’s marketing approach varies across different countries, taking into account cultural differences, target audiences, and market characteristics. The brand focuses on SUVs in the US, compact cars in Japan, and outdoor adventures in Australia. Additionally, Subaru’s messaging emphasizes safety, reliability, and eco-friendliness across all markets.

What is Subaru’s global marketing slogan?

Subaru’s global marketing campaign is called "Love, it’s What Makes a Subaru a Subaru." This campaign emphasizes the brand’s commitment to safety, reliability, and emotional connections with customers.

Does Subaru’s marketing approach align with its brand values?

Yes, Subaru’s marketing approach aligns with its brand values of safety, reliability, and environmental friendliness. The brand’s messaging also emphasizes emotional connections with its customers, which resonates across different cultures and countries.


Subaru’s global marketing strategy is a testament to the importance of tailoring approaches to specific cultures and markets. The brand recognizes regional differences in target audiences and market characteristics and adapts its messaging accordingly. Yet, Subaru’s messaging across all regions remains consistent, emphasizing safety, reliability, and eco-friendliness. This consistent approach aligns with the brand’s overall values and resonates with customers across different countries.

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Peter Banks

With years of experience as a professional mechanic and Subaru specialist, Peter is one of the most respected members of our team. He's written several articles on Subaru maintenance and repair, and his advice and tips are always practical and helpful. When he's not working on cars, he enjoys cooking and trying out new recipes.

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