Cult Appeal Helps Subaru Buck Market

While other car companies are stuck in reverse, Subaru keeps chugging along, Time reports. While its fan base tends to buy cars only every 7.3 years, it remains fiercely loyal to the brand, known for safety, green operations, and good value. Subaru increased sales last year, and boosted its market share to 1.92% from 1.2% over 2007—a huge jump in the auto industry.

“If you stop a Subaru owner at sporting event, ski slope, shopping center, they’ll tell you, ‘I love this car,’” said a marketing exec. The brand appeals to the snowbound, with its all-wheel drive, and to car-centric Californians, with performance and an increasingly fun image. This year, Subaru is aiming high with a concept car that made its first appearance at Detroit’s auto show. (More auto industry stories.)