Subaru has been steadily building sales in the United States over the last six years of so, but most of that added volume has come from models like the Forester, Impreza and Outback. Looking to generate a little more notoriety for its Legacy mid-size sedan, Subaru has revealed that it will increase its advertising spending by “150 percent more”.
“In the past we would come out with a new Legacy, but we did not have any advertising. Now we have the advertising dollars,” Bill Cyphers, head of Subaru marketing, told Automotive News.
Cyphers made no mention of a specific dollar amount, but Subaru spent $226 million on advertising last year.
Subaru’s goal is to increase Legacy sales by 40 percent over the next year. Although a significant jump, that goal should be within reach. Subaru sold 42,000 Legacy sedans last year, meaning the Japanese automaker is targeting about 60,000 deliveries over the next 12-month. In comparison, Toyota sells more than 400,000 units of its segment-leading Camry every year.
Part of the new marketing push will include three new TV commercials that are scheduled to run through September.
Photos by Drew Johnson.
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