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The Japan Times
WORLD EYE REPORTS
ONTARIO |
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©THE JAPAN TIMES
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Saturday, March 27, 2004
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Road-tested in Canada, ready for the world
Road and weather conditions in Ontario are as varied as its vast terrain. This in turn has greatly influenced what residents value when they purchase a car. Drivers require their vehicles to withstand extreme weather conditions and be versatile enough to fit their active lifestyles. For 30 years, Subaru has been providing the Canadian market with vehicles that meet these criteria effortlessly.
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Subaru’s roots in aerospace have resulted in cars that prioritize passenger safety and enrich the driving experience. A flagship of Fuji Heavy Industries – a leading worldwide manufacturer of transport and aerospace related products - Subaru recently launched its global “Think, Feel, Drive” advertising campaign as the company works towards a unified international brand image.
Today, every Subaru car is equipped with a horizontally opposed boxer-type engine and a symmetrically arranged all wheel drive (AWD) system.
“The demand for AWD vehicles is higher in Canada, and we’re known here as the AWD car company. We are very successful in this market. The combination of our boxer engine, which is only available outside of Subaru in Porsche automobiles, and our AWD system has made our cars grow in popularity with Canadians in the past decade,” says Norio Osakabe, chairman, president and CEO of Subaru Canada.
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 Norio Osakabe, chairman, president and CEO of Subaro Canada |
Since Osakabe took over Canadian subsidiary in the late 1990s, he has seen the brand evolve. “Not too long ago, we competed only against other Japanese manufacturers,” he comments. “Now, we compete directly with European makers like Volkswagen and Volvo. This is a good sign that our brand image is improving.”
Osakabe describes the typical Subaru owner as astute and very loyal. “Our customers stay with us because our main priority has always been to surpass customer satisfaction. We work hand-in-hand with our dealers to exceed expectations in all aspects, first through our unique products and then through excellent service,” he explains.
Subaru also maintains a close relationship with its network of over 100 dealerships in Canada. Much of 2003 was spent upgrading and renovating dealer stores in line with efforts to bolster its global image as a high quality, high performance, and high technology auto manufacturer. Last September, Subaru began building a flagship store close to headquarters in Ontario that will serve as the model for all its dealerships in Canada.
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 One of the many new Subaru showrooms in Canada |
Osakabe feels positive about the new directions the company is taking globally and is just as excited for the Canadian subsidiary. “Ontario’s economy is very strong,” he comments. “It is the biggest automobile market with a lot of opportunity to grow. Because Ontario and entire eastern region of the country make up 70 percent of the market, we will continue to keep our focus here.
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