In 2019 the company transformed 10,000 square feet of the Javits Convention Center in New York into a state-of-the-art immersive exhibit where Yellowstone's Old Faithful geyser and Denali's snowcapped peak were the focus -- not the company's sport utility vehicles.
"Subaru's support of various causes attracts a certain type of buyer and really does contribute to their success," Ed Kim, president and chief analyst of AutoPacific, told ABC News."Subaru customers are among the most affluent."Subaru is the largest corporate donor to the ASPCA. The Subaru Share the Love Event has helped find homes for more than 74,000 animals across the country.
Karl Brauer, executive analyst of iSeeCars.com, said Subaru's aggressive push as a lifestyle utility automaker -- one that also offered standard all-wheel drive for its vehicles -- was prescient and helped boost sales. Federal regulations are going to require that Subaru participate in the electric world, according to Stephanie Brinley, an automotive analyst at IHS Markit.Added Kim:"The mindset of a Subaru customer is so perfect for electrification. They'd be more than happy to pay more for a hybrid or an EV."Chip shortages and younger drivers a challenge
Kim noted that all automakers are still struggling to build vehicles and stock showrooms as consumer demand soars. In fact, performance cars and Subaru's rally racing history have brought dedicated enthusiasts to the brand, who learned about these conveyances from video games and internet groups.
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