Brand specialists love their Subarus

Subaru (UK) Limited continue to launch new initiatives to keep its dealers ahead of the opposition.

Being recognised as a Brand Specialist became hugely important for all participants as they battled for the highest honour, a distinction, and a well-deserved boost to their self-confidence.

The inspiration behind the Subaru Brand Specialists programme is to challenge sales people in the Subaru dealer network to deliver a thoroughly comprehensive presentation and demonstration of any vehicle in the Subaru range. The challenge extends beyond the sale, to the delivery and handover of the car to the new owner. Taking delivery of a new or used Subaru, is an important moment in most customers’ lives and Subaru dealers aim to help new owners celebrate the occasion by providing more than just a comprehensive explanation of the features and controls.

Subaru Brand Specialists need to understand what motivates the customer into buying the brand. Some customers are attracted to the brand because of its distinctive technical innovation, whilst others may be attracted to the brand for the rallying heritage. But one thing is for certain, the majority of owners can be described as loving their Subarus.

Excellent product knowledge, in any retail environment, gives the sales person an enormous advantage over the competition and during the first day of the two-day course, participants are encouraged to revise their understanding of the core Subaru technologies of symmetrical all-wheel drive and boxer engines, in addition to identifying key features across the range of Subaru cars and honing their knowledge of key statistics from fuel consumption and CO2 to turning circles and towing capacity.


On the second day, delegates undertake a thorough examination of their Subaru expertise, by an independent assessor, through a sales presentation, demonstration drive and the handover. They leave the course, to anxiously await notification of the results of their efforts by way of a one to one telephone call from a member of the Subaru training team. A role of honour, posted on the Subaru dealer S drive website, celebrates all success levels from pass, merit to the pinnacle of a distinction.

Piloted in the summer of 2008 and running every six weeks, it continues to inspire participants’ colleagues within their own dealership to take part, a total of 27 delegates have completed the programme to date.

As the programme has developed, participants have gained a true understanding of the huge impact they personally can make on every Subaru sales opportunity.

Rob Butters, of RN Golden, Huddersfield said: “I found the whole programme very challenging and some of the ideas presented helped me fine tune my presentation techniques when dealing with customers.”

Richard Dent, of Dingles in Norwich, said: “There was a lot of pressure but it was positive and gave you the opportunity to step up to the mark. All sales personnel should attend so that we have a stronger understanding of our brand. The programme reminds you of things you should deliver every day when talking to a customer, but don’t always do.”

Sam Burton, Sales Director, Subaru (UK) Ltd, said: “Brand Specialists understand the value of Subaru’s unique and individual nature, and with the latest product developments and information to hand, should be armed with the tools to deliver the very best customer experience.”