Subaru Legacy Is All About the Details, And Love: Video

June 7, 2011

My barber, a genuine Italian gentleman, who also speaks English, French, Arabic, and Yiddish with a lovely Italian accent, and who deeply cherishes almost all things Italian, drives a Subaru Legacy. This is a man who cares about every hair on my head and makes sure with exacting scissors and deftly handled electric shears that everything is right when I leave his chair.

When I asked him, how he likes his car, he gesticulated with a comb and said he loves it, it’s comfortable, reliable, great in the snow, and just feels safe in it. And why wouldn’t he love it?  Given the high recommendations it has received from Consumers Reports, the IIHS, and The Car Connection, it’s clearly a car that has been well thought out. Just witness their 22-percent increase in sales this year.

Subaru has obsessed over the details of the Legacy, and just about every other car they produce. It’s a philosophy that seems to be built into the company’s DNA. I say this after reading a great article about Subaru’s Indiana plant that has taken efficiency, recycling and zero waste in manufacturing to a new level. Every detail of the manufacturing process is scrutinized for waste, efficiency and recycling, and any lessons learned are plowed back into making better cars. Detail obsession like this isn’t just good for the product, it’s also good for the ads they produce.

Watch the ad below for the Legacy and you can see real attention to detail in how it’s made. An obsessive soon-to-be father is taking care of his fatherly duties, obsessively shopping for a car seat, doing grocery shopping and fussing over the ingredients, cooking meals according to Chinese tradition, and putting together the baby’s room. It’s perfectly set to happy music, while the Subaru does it duty quietly and reliably. In short, it’s a feel-good commercial that to my cynical eyes, actually works. You get the feeling that you are really looking into the lives of an expectant, real-life couple. It actually feels almost genuine.

Good work, Subaru. With products and ads like these, the sales should keep on coming.

[BusinessWeek]

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