Who is the typical Subaru buyer?
Subaru has carved out a unique niche in the automotive market, attracting a diverse group of buyers who share common values and preferences. Understanding the typical Subaru buyer can provide insights into the brand's appeal and the lifestyle it promotes. In this article, we will explore the demographics, motivations, and characteristics that define the typical Subaru owner.
Demographics of Subaru Buyers
The typical Subaru buyer tends to fall within specific demographic categories:
- Age: Subaru buyers are often in the 30 to 50 age range, with a significant portion being young families and outdoor enthusiasts.
- Gender: While Subaru has a balanced gender representation, studies show a slight lean towards female buyers, particularly for models like the Subaru Outback.
- Income Level: Many Subaru owners have a middle to upper-middle-class income, allowing them to invest in vehicles that offer reliability and safety.
Motivations for Buying Subaru
Subaru buyers are typically motivated by several key factors:
- All-Wheel Drive Capability: Many Subaru models come standard with all-wheel drive, making them ideal for those living in areas with harsh weather conditions or for outdoor activities.
- Safety Ratings: Subaru vehicles consistently receive high safety ratings, appealing to families and safety-conscious buyers.
- Environmental Consciousness: Subaru has a reputation for producing fuel-efficient vehicles and has made strides in sustainability, attracting eco-conscious consumers.
Characteristics of Subaru Owners
Beyond demographics and motivations, Subaru owners often share certain lifestyle characteristics:
- Outdoor Enthusiasts: Many Subaru buyers enjoy outdoor activities such as hiking, skiing, and camping, which aligns with the brand's adventurous image.
- Community-Oriented: Subaru owners often participate in community events and are known for their loyalty to the brand, frequently engaging in Subaru owner meet-ups and clubs.
- Value-Driven: Subaru buyers tend to prioritize value over luxury, seeking vehicles that offer practicality, reliability, and longevity.
Conclusion
In summary, the typical Subaru buyer is a diverse individual who values safety, reliability, and outdoor adventure. With a strong community presence and a commitment to sustainability, Subaru continues to attract a loyal customer base that resonates with its brand values. Understanding these characteristics can help potential buyers and enthusiasts appreciate what makes Subaru a unique choice in the automotive landscape.
Frequently Asked Questions
What are the demographics of Subaru buyers?
Subaru is known for targeting a more diverse audience, and their communications focuses on niche groups such as lesbians, medical professionals and dog owners. This is unlike most traditional automotive advertising. 80% of Subaru buyers own dogs.
Who usually buys Subaru cars?
One thing won't change: Subaru's emphasis on the relatively upscale buyer who values freedom and frugality. Subaru managers think that's a market of up to 60 million buyers - far larger than the niches of academics, tree huggers, and gays and lesbians that it's long been associated with.
Who buys the most Subarus?
As you can see from our chart of the top 10 states for the brand, Subaru does well where the weather is not always delightful. The top three states on our list are geographically close, with Vermont, Maine and New Hampshire all being Subaru strongholds for sales.
What is the average age of a Subaru buyer?
The average age of a Forester buyer today is 62 versus 60 for the auto industry.
Who typically buys a Subaru?
In Western markets, Subaru vehicles have traditionally attracted a small but devoted core of buyers. The company's marketing targets those who desire its signature engine and drive train, all-wheel drive and rough-road capabilities, or affordable sports car designs.
Who are Subaru buyers?
One thing won't change: Subaru's emphasis on the relatively upscale buyer who values freedom and frugality. Subaru managers think that's a market of up to 60 million buyers - far larger than the niches of academics, tree huggers, and gays and lesbians that it's long been associated with.
Why do so many old people drive Subarus?
Generally low maintenance costs and high resale values make many Subaru vehicles a wise investment for older, budget-conscious drivers. Additionally, Subaru vehicles have an exceptional reputation for longevity: 96% of Subaru vehicles sold in the last 10 years are still on the road today .
What is the average income of a Subaru buyer?
The average household income of a Subaru owner is $88,000, the same as Honda Motor and $10,000 more than Toyota, says Alexander Edwards, president of market researcher Strategic Vision.
What demographic makes up the Subaru target audience?
They're young, city-dwelling, fairly well off and probably married but childless. They're urban adventurers, as Anton Pawczuk, Subaru Canada's director of product management and sales training, calls them. This is the specific demographic Subaru is targeting with its refreshed 2016 Crosstrek.
What demographic drives Subaru?
Customers ages 18 to 24 are attracted to Subaru more than many other car brands.
