Subaru is spending big money to promote its new EVs, but it’s not really converting into more sales.
The company boosted marketing expenses in the U.S. by 40% last quarter, with the lion’s share going to the Solterra, Uncharted, and Trailseeker.
For each Solterra sold, Subaru reportedly spent $9,650 for marketing.
Subaru’s electric car portfolio has grown significantly, but people need to know about these cars, so the company has naturally boosted marketing efforts. The automaker now has three EVs in its U.S. lineup, triple compared to last year, which is great news for brand fans who were waiting for more Subaru-branded electric cars.
But as it turns out, it takes a lot of money to market new cars. During the April-June quarter, Subaru spent three times the money to promote the Solterra, Uncharted, and Trailseeker compared to its gas car portfolio, but sales have so far failed to live up to expectations.
