Posted Thursday, March 2, 2017 at 10:02pm
With almost all carmakers heaping on the discounts to keep the U.S. auto market at a plateau, Fuji Heavy Industries Ltd.’s Subaru just notched its 63rd-straight monthly sales gain, with minimal incentives to get customers in the door.
Subaru’s unorthodox marketing strategy — heavy on branding and light on rebates — has been an absolute hit with American consumers. A television campaign in December, for example, didn’t star any cars and instead featured an adopted dog. At a time when its peers flooded the airwaves with cash-back offers to close out the year with a bang, Subaru linked vehicle purchases to charitable donations of its customers’ choosing.