Fueling the world’s fastest growing automotive brand in Asia
It may be the fastest growing automotive brand in the world, but Subaru in Southeast Asia was not on the radar of most consumers. Glenn Tan, the visionary young CEO of Motor Image Group, the exclusive Subaru distributor in the region, came to Cibo with a simple task: relaunch the Subaru brand in 9 countries and sell more cars. As the company’s brand experience agency of record, we’ve spent the last two years doing just that.
- Customer Research
- Market Research
- Brand Experience Strategy
- Definitions of success are changing in Asia.
- Subaru affinity correlates with independent thinking.
- Social pressures create a different sort of rebellion.
- Cars play heavily into self-image and status.
- Subaru was seen as technology forward.