Identity problem
In order to enjoy the success they hope for, Subaru must overcome another challenge. Unlike the Outback, the Legacy is facing an identity problem. While it’s been selling for 20 years and entering its fifth generation, many people today are unaware that it even exists.
"The Legacy is still unfamiliar, which is why a lot of buyers don’t have it in mind when they go shopping for a new car," says Mr. Paras. "In fact, many believe that Subaru is an Australian brand because of the TV ads for the Outback starring Crocodile Dundee, although that was 15 years ago! Other people think that Subaru comes from Sweden. We definitely want to emphasize the Japanese roots of the fifth-generation Legacy so that buyers instinctively look for it when they start shopping."
So, will we see the same sumo wrestlers who helped launch the new Forester dance around the 2010 Legacy on television? Not if you take Mr. Fabien’s word. Subaru reportedly has other plans, but what? Stay tuned.
photo:Luc Gagné
In order to enjoy the success they hope for, Subaru must overcome another challenge. Unlike the Outback, the Legacy is facing an identity problem. While it’s been selling for 20 years and entering its fifth generation, many people today are unaware that it even exists.
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| The 2010 Outback looks more like an SUV than ever before. |
"The Legacy is still unfamiliar, which is why a lot of buyers don’t have it in mind when they go shopping for a new car," says Mr. Paras. "In fact, many believe that Subaru is an Australian brand because of the TV ads for the Outback starring Crocodile Dundee, although that was 15 years ago! Other people think that Subaru comes from Sweden. We definitely want to emphasize the Japanese roots of the fifth-generation Legacy so that buyers instinctively look for it when they start shopping."
So, will we see the same sumo wrestlers who helped launch the new Forester dance around the 2010 Legacy on television? Not if you take Mr. Fabien’s word. Subaru reportedly has other plans, but what? Stay tuned.
photo:Luc Gagné
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