Subaru Asia

Brand Audit, Strategy, Development

Brand Refresh & Design Activation 

The need for a brand refresh for Subaru Asia arose from this shifting market landscape and evolving consumer expectations. As the industry increasingly gravitates towards electrification, digital innovation, and lifestyle-driven branding, Subaru Asia’s long-standing emphasis on Safety, while still vital, no longer fully encapsulates the brand’s potential to remain relevant, recognizable, and resonate with modern consumers.

Subaru Asia - SAFE

The COVID-19 pandemic led Subaru Asia to shift its brand strategy, emphasizing safety and highlighting its EyeSight technology to justify price increases. While this narrative initially resonated, it became apparent that the brand’s message needed to evolve to remain relevant and recognizable in a rapidly changing market.

Discovery

Despite aggressive marketing campaigns, evolving creative and social media strategies and refining product positioning, quality and volume of lead generation and bookings momentum were underperforming. This suggested that the current brand message, still heavily focused on safety, meant two things:

01: Brand Confusion

The safety-focused tagline and car features are in conflict with the imageries of high-octane, off-road adventures across all terrains, creating cognitive dissonance.

02: Dilulted Tone of Voice

Whilst safety is paramount, it is not a personality and does not entirely represent the promise for the brand product excellence and cost of ownership.

Research and Insights

Market Research
with focus group

Top-of-Mind Awareness

Subaru was not the first brand that consumers considered when thinking about automotive options. 

Low Aided Recall 

Even when prompted, consumers struggled to recall specific details or messages associated with Subaru.