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Customer LoginsLiving loyalty... the united people of Subaru™
When was the last time you participated in an event that really made you think about a significant achievement? Not just obtaining a goal, more like transforming your organization's position in its playing field. Not just moving toward greater market share, but keeping your customers loyal once you've introduced them to your brand. Significant achievement is out there. I recognized it as I was fortunate enough to spend a few days at the Subaru of America National Training Conference in Atlanta, GA.
This was a well-organized, upbeat event. The representation from the field force was truly impressive, as was the friendly environment and open exchange of ideas. I was impressed by how many market managers were interested in understanding how to achieve better results. Clearly, the highlight of this conference was the opening ceremony.
Imagine if you will, a large conference room filled with nearly 500 of your closest friends who are ready to share good news and significant organization achievements during the past year. Everyone is greeting each other with wide smiles. Large video screens and music ensure the positive energy is infectious. And there was good news to share. Did you know Subaru achieved significant market share growth in 2011 and they also recorded their best year for sales? Happily Polk was there to share in the celebration and offer another accolade.
Todd Fleischhauer, Polk's Vice President of Sales & Client Services – Eastern Region, presented the 2011 Model-to-Model Loyalty Award to Mr. Takeshi Tachimori, the President and Chairman, and Mr. Tom Doll, the Chief Operating Officer.
MY 2011 Outback won model-to-model loyalty in the Mid/Full-Size Car Segment with a percentage rate of 35.8%. This segment also includes the VW Jetta, Honda Accord and Toyota Camry. Subaru was compared to the heavy hitters of the industry and came out the leader. How strong is customer loyalty to Outback? Just look at the chart below, which summarizes for each model year the increase in Return to Market population and the percentage of them that are model loyal.
As you can see, model loyalty has increased nearly 20 percentage points (16.8 pp) from model year 2006 to 2011.
Sustained brand/product loyalty is the result of a deliberate and continuous effort. It is no accident that Subaru has earned nine Model-Level Polk Loyalty Awards in the past 11 years.
Compact Sport Utility Vehicle Segment: Subaru Forrester
- 2000 Model Year Loyalty Award Winner
- 2001 Model Year Loyalty Award Winner
- 2003 Model Year Loyalty Award Winner
- 2004 Model Year Loyalty Award Winner
- 2005 Model Year Loyalty Award Winner
- 2008 Model Year Loyalty Award Winner
- 2009 Model Year Loyalty Award Winner
- 2010 Model Year Loyalty Award Winner
Are you impressed? What is your commitment to customer loyalty? How do you measure up? It is a well understood maxim that one cannot understand what is not measured. Be well assured that Subaru understands loyalty. Subaru measures loyalty to their brand, to their dealers and their service. In addition, they participate in an annual field survey by NADA. The results this year were quite favorable from NADA. In truth, I had no need to see this last metric. Just being with everyone on opening night was evidence of the loyalty of Subaru's field operations. The brand positioning statement posted in a mural at the conference stated, "The United People of Subaru™."
And so they are.
Theresa Gorman, Director, Sales & Client Services, Eastern Region, Polk
Posted 17 February 2012