Alfa Romeo has the Alfisti, and now Subaru has come up with its own name for its legion of loyal customers: Subarists.
Subaru introduced the name at this week’s 2013 Tokyo motor show.
Subaru Australia boss Nick Senior said Subarist was about harnessing the typical passion of the people who buy the brand’s vehicles.
“It’s very much recognising there is a Subaru family, and I think you’ve seen that when you’ve gone to rallies and seen the blue army come over the hill.
“It’s about taking the Subaru experience to the customers. Sounds a bit glib, but there’s something about the Subaru customer: they’re very loyal, very passionate. They tell us when we get things right, and they certainly tell us when we get things wrong.
“To be able to have people so engaged with the brand is such a positive and [what we’re] talking about is harnessing that more and turning those passionate people into advocates and sales people for us at the barbecue.”
Subaru won’t use the Subarist tag in any advertising, at least locally, though the company has recently set up a MySubaru community page on its website.
The section is exclusive for Subaru owners and requires log-in, and Senior says here they can engage with the brand and be provided with information, offers and details on special events.
Subaru unveiled a couple of notable models in Tokyo – the Cross Sport Design concept that envisions a hatchback-like version of the BRZ sports car and the Levorg sports wagon that is wanted by Subaru Australia.