The 30-year anniversary of Subaru’s all-wheel drive system in 2002 also marks a metamorphosis for the brand in South Africa, says Director Teresita van Gaalen.
The 30-year anniversary of Subaru’s all-wheel drive system in 2002
also marks a metamorphosis for the brand in South Africa, says
Director Teresita van Gaalen.
Subaru entered the South African market in 1992 as a small operation with annual sales figures starting in the single digit figures.
But in the past two years, Van Gaalen, who reportedly helped steer Hyundai to a ten per cent share of the market before joining Subaru, has brought about a new direction in the way that the brand is marketed in South Africa.
Subaru SA is now a wholly-owned company in the Motor Division of the international industrial brand management giant, Barloworld Leading Brands. Eighteen Subaru dealers and service centres serve the South African, Botswana, Namibia and Zimbabwe markets.
The brand achieved significant milestones as the leading AWD manufacturer in 2002, Van Gaalen said. In addition, the make had notched up accumulative sales of 3 million vehicles in the United States, dominated the world rally scene and accrued awards such as Car of the Decade, Car of the Year, Safest Car, Tow Car of the Year and Best Buy in the Americas, Canada, UK, Europe, Africa and Australia.
Van Gaalen said that in the past two years Subaru had undergone a metamorphosis, repositioning is price structure to access a broader market while creating a greater awareness among the buying public.
“This year is also a watershed year for Subaru SA, which is aiming for record sales of 600 vehicles for the year, over and above 250 sold to Avis Rental. The latter has experienced an unprecedented demand for the marque after placing 130 Subarus in its fleet late in 2001,” Van
Gaalen said.
“At the heart of the Subaru success is the full-time all-wheel drive system – a standard feature on all its cars, not just an added extra on the top of the range models like many other manufacturers.
“It is important to realise that Subaru All-Wheel Drive is not a ‘fad’ or a clever marketing initiative designed to sell cars in greater numbers, it provides a genuine contribution to road safety and continues to be an integral part of a Subaru vehicle’s make-up.
“Manufacturers around the world are starting to realise the significance of AWD and are incorporating some of the technology pioneered by Fuji Heavy Industries of Japan into their vehicles,” Van Gaalen added.
