In recent years, there is a word that is particularly popular, called consumption upgrade. In the automotive market, the most intuitive performance is that luxury brands have increased significantly, and the sales of mainstream joint venture brands mid-level cars are also rising.
With the continuous improvement of the purchasing power of domestic automobile consumers, luxury brands or more advanced models will naturally be more and more favored, but in fact, consumption upgrades are still focusing on brands and levels, on this basis, the most core demand is still the size, space, power, configuration and other conventional product points, that is to say, although the car is more and more advanced, but the focus of car purchase is still whether it can solve the basic needs, but also in the stage of whether it can solve the "food and clothing".
During this phase, Subaru was determined not to catch fire.
Subaru this brand, the label is too serious, before the WRC massacre of the glorious history, there are niche brand import model identity, under the horizontal alignment, full-time four-wheel drive and other core technology highlights. You have to ask, how is the car good? Purely from the perspective of automotive machinery beauty, nature is good, but whether it is in line with the real car purchase needs of today's domestic consumers, the answer is: not necessarily.
Subaru's brand value, in the eyes of domestic users, is a serious deviation, the reason for this deviation lies in the contradiction between brand characteristics and real car demand.
Scattered to say, in the case of many high-end brands have opened the road to localization, Subaru is still imported for the whole series, then, imported cars in the country, will encounter a lot of car pain points, the most core of which is the after-sales difficulties, the shortage of spare parts for terminal stores, long maintenance cycle, high after-sales costs, high technical requirements, therefore, the choice of Subaru means to endure almost the same high-level after-sales consumption as luxury brands, on these points on any consumer who takes the purchase of family cars as the main demand, All are unacceptable.
In addition, imported cars due to tariffs, Subaru's models and joint venture localization of the same level of models, the price is higher, which is also the main reason for consumers' perception of subaru brand bias, few people define Subaru as a luxury brand, but Subaru's car is really not cheap, but the price gap is not through the cost performance to make up.
In the eyes of more people, Subaru's car is used to play, is used to experience the so-called ultimate sense of control, belongs to the driver's car, and even the car of faith, but faith can fill the heart's desire for the ultimate sense of machinery, but it can not solve the problems encountered in the life of the car.
Food and clothing have not been completely solved, and how many people, who have the leisure and money to talk about love to industrial products such as automobiles?