TO THE EDITOR:
This is exactly what the automotive industry needs: a manufacturer who has the intuition and courage to lead with brand connection and move sales-speak to the side ("Subaru retailers get some love in latest commercial," Aug. 5). I've been seeing many retailers across the country embracing this approach over the past year. Groups such as Sun Auto Group, Morrie's Automotive Group, Schomp Automotive Group and others are paying attention to consumer sentiment and creating a real retail experience around the product. Subaru is the first manufacturer I see doing the same. And it is time.
But "love"? I can hear the old-schoolers scoffing. Yes, love. Why? Because it is a point of human connection. Do you know what isn't? Fine print and offers with complicated contingencies, followed by a foray of specs. People connect with brands over beliefs. The actual product needs to be a reinforcement of these. "People like me drive cars like this."
Perhaps many think Subaru marketing "took a chance on love." I believe it will be seen as a turning point as other manufacturers follow suit.
Thanks for taking the lead and spreading the love, Subaru. It's good for all of us in the automotive industry.
PAUL DALY, Founder and CEO,Congruent Automotive, Syracuse, N.Y. Congruent Automotive is a marketing agency that helps dealers transition from a sales-first to a brand-first approach.