It’s no secret that the marketing and advertising tactics of automotive companies are some of the “noisiest” of any industry. It’s actually difficult for customers to weed through these brand communications in an effort to find the vehicle they desire. As a niche marketer of all-wheel-drive vehicles, however, Subaru has learned not only to stand out in the crowd, but also to create credible and authentic relationships with its customers that lead to some of the highest customer loyalty rates in the business. In your life -- not in your face -– is how some describe the Subaru niche marketing strategy. Join the Southern California American Marketing Association and Tony Graziano to hear how the use of market segmentation based on lifestyle preferences has led to the successful proliferation of this name brand!
About Our Speaker:
Tony Graziano is the regional vice president of the Subaru Southwest Region based in Aurora, Colorado. Graziano oversees daily sales, fixed operations and administrative activities of the Southwest Region which encompasses sixty Subaru dealerships in the eight states of Colorado, Arizona, New Mexico, Nevada, Texas, Wyoming, Utah, and California. Prior to his current position, he was regional vice president of the Subaru Mid-America Region, and before joining Subaru of America in 1998, Graziano spent 13 years at American Honda Motor Co. There he held a variety of positions for both field and corporate offices in district sales, sales training, management and merchandising, and marketing. Graziano received a bachelor’s degree in Business and Finance from Mount Saint Mary’s University in Emmitsburgh, Md.