The latest initiative in Subaru’s ‘do’ customer-centric approach to engaging with different audiences sees the brand partnering with Collaborate Corporation Limited’s DriveMyCar to offer rentals of 105 Model Year 2018 XVs.
The latest step follows a highly successful collaboration in March 2017 around the launch of the Subaru Impreza. Subaru is now applying that experiential marketing technique to new XV.
DriveMyCar is providing “try before you buy” opportunities, enabling prospective Subaru customers to rent the XV for extended test drives to truly experience it in real-life situations. XV will also be available for rental by Uber drivers, providing opportunities for thousands of Uber passengers to experience first hand the car’s quality and features.
It will provide potential customers the opportunity to directly experience XV first hand and may influence those who may not have otherwise engaged with Subaru through traditional marketing channels.
For Impreza, Subaru and DriveMyCar developed a unique marketing campaign that helped build awareness of Impreza, with 100% of the 101 vehicles rented within two weeks.
Subaru Australia Managing Director, Colin Christie, described the Impreza campaign, which saw over 20,000 people experience driving or riding in the new Impreza, as “hugely successful.”
Mr Christie, said: “Our previous success with the Levorg and Impreza models gives us every confidence that we can continue to expand our audience through use of the new Subaru XV, in collaboration with DriveMyCar.
“It’s another great example of our Subaru ‘do’ customer-centric philosophy of continually finding new ways to engage with both existing and prospective customers.”
Chris Noone, Collaborate Corporation CEO said: “Our relationship with Subaru is going from strength to strength and this new deal is further evidence of how our online marketplaces can deliver unique benefits to consumers and marketers. We received very positive feedback from renters about the Impreza, including enquiries about purchasing the vehicles. We expect the Subaru XV will be just as popular.”