In 2009, during some of the worst times for new-vehicle sales, Subaru officials decided to make a radical shift in the branding approach. They decided Subaru would be repositioned as a value brand – outdoorsy and pragmatic. The move shifted the company away from competition with European premium brands such as Volvo and Audi; a plan that began when Subaru launched its previous-generation Legacy sedan and Outback wagon in 2004.
As Subaru began to assess its U.S. based storefronts, Philadelphia Sign Company engaged Coast 2 Coast to conduct sign surveys for the nationwide re-branding campaign. At the cornerstone of the implementation was the tactical inventory and assessment for each dealership.
The Coast 2 Coast approach ensured a complete understanding and actionable intel.
The team completed on-site surveys at each location, gathering measurement information, inventory and photographs of the signage. Coast 2 Coast delivered this complete documentation for brand books to Philadelphia Sign Company who used the reference material to finish the Subaru re-branding project.