Why Subaru Owners Keep Loving Their Cars, Even Years Down the Road

When a car is brand new, it’s easy to enjoy—the scent, shine, and perfect performance all add to the thrill. But will that feeling endure as the novelty fades and monthly payments continue? For Subaru owners, the answer is often a resounding yes. In New England, for example, Subaru has developed a devoted fan base, with many families sticking with the brand for generations. And Subaru’s popularity stretches far beyond the Northeast, consistently ranking high in customer loyalty. According to a recent J.D. Power study, Subaru leads in brand loyalty among mainstream auto brands.

Leveraging Customer Data to Enhance Experience and Cut Costs

Despite Subaru’s impressive growth, with annual revenues exceeding $29 billion, the company faces challenges due to market demands and the high cost of automotive innovation. To optimize operations and improve marketing returns, Subaru explored Customer Data Platform (CDP) solutions in Japan, aiming to leverage first- and third-party data to enhance web experiences and advertising.

Subaru’s chief engineer of digital innovation, Ogawa Hideki, described the challenge: customer data was scattered across numerous sources, from agency advertising logs to Google Analytics, and dealer management systems (DMSs). Subaru's aim was to consolidate these fragmented data sources on a single platform capable of handling the anticipated data growth.

Why Subaru Chose Treasure Data CDP

Initially, Subaru tested an on-premises Hadoop solution, but it proved costly and lacked scalability. By contrast, Treasure Data’s CDP provided Subaru with the scalability, pre-built connectors, and analytics tools needed for seamless data integration from online and offline sources. As a SaaS solution, Treasure Data CDP allowed Subaru to quickly implement the platform at a lower cost without needing in-house big-data expertise. The team was impressed by the speed: the onboarding process was 80% faster than a custom-built solution, with the CDP up and running within weeks and fully deployed in three months.

Scaling Up with Data for Better Advertising and the Road to 5G

Within six months, Subaru had consolidated a billion records in Treasure Data, enabling more precise customer segmentation for web advertising. The CDP’s scalability also prepared Subaru for the upcoming surge in connected-car data as 5G networks expand. Treasure Data’s flexibility and speed make it ideal for handling high volumes of data collection, which is crucial for Subaru’s connected-car initiatives.

This data consolidation allows Subaru to deliver targeted content to customers at the right moments, significantly improving advertising efficiency. Subaru’s marketing team reported a 350% increase in click-through rates (CTRs) by focusing on customer behavior rather than devices.

Enhanced Marketing with Machine Learning and Predictive Scoring

Subaru uses Treasure Data’s machine learning tools to continually refine marketing campaigns and assist dealers by predicting which customers are most likely to make a purchase. With predictive scoring, Subaru’s forecast accuracy for likely buyers has improved by up to 30%, helping dealers make better use of limited resources.

Building Long-Term Loyalty with Personalization

Subaru’s commitment to customer satisfaction is evident in its “prevent farewell” milestone in the customer journey. By aiming to make people smile, Subaru focuses on building lasting relationships. The CDP supports this vision by helping Subaru understand and respond to customers’ needs and expectations, ultimately leading to greater loyalty and satisfaction.

Subaru continues to use data to deepen customer connections, from enhancing operational efficiency to designing vehicles informed by real driver data. With the Treasure Data CDP, Subaru is turning data into value, making it even more enjoyable to own a Subaru.