of America has announced the launch of new personalised web sites for owners.
My.Subaru.com is claimed to be unique in the auto industry, allowing owners to
create their own web site specific to their individual vehicle — automatically
tracking maintenance, service and warranty work performed for the life of their
vehicle. In addition, the sites will provide information and offers specific to
the owner’s model and interests.
My.Subaru.com provides personalised information for owners. The site features
automated updates of all dealer service work performed through warranty, Added
Security or maintenance plans, as well as a log for owners to track maintenance
performed and other services.
My.Subaru.com is being introduced to owners in several phases. Currently, the
US distributor is launching sites to owners of 2000 and 2001 model year vehicles;
owners of prior model year vehicles will be introduced in the first quarter
"Subaru owners are some of the most sophisticated users of the Internet,"
said Tim Colbeck, director e-business, Subaru of America.
"Our goal is to provide web-based support through all phases of the customer
experience — from shopping to purchase to ownership. My.Subaru.com represents
a tremendous opportunity for us to make it easy for our owners to do business
with us. The feedback we have received from our test owners has been phenomenal."
My.Subaru.com is designed to be a one-stop, personalised resource for owners
highlighting information unique to each individual’s vehicle.
The site will also provide automated maintenance reminders that are timed based
on the owner’s driving habits. In addition, the site will deliver any vehicle-specific
service news including recall notices or service updates, an integrated link
to Kelley Blue Book allowing owners to track the trade valuation of their Subaru,
integrated links to the owner’s preferred Subaru dealer’s website where they
can make contact via e-mail and send requests for parts and request for service
appointments, an indexed on-line owner’s manual and a priority contact area
where owners are pre-identified and given priority service by the Subaru customer
Inevitably, theres also a community section allowing owners to opt-in
for information and offers via e-mail about Subaru events, products and partnerships
applicable to their specific vehicle or areas of interest.
Relaunched in July, Subaru.com now includes
streamlined navigation, a shopping portal Shop@Subaru, a dealer price quote
system and more direct links to dealer web sites. The site redesign has resulted
in a 400% increase in vehicle purchase requests emailed to dealers and a 36%
increase in traffic from the dealer sites to Subaru.com.
The Shop@Subaru.com portal, which provides guests one-stop access information
on Subaru and competitive models, has become the second most popular section
on the site. Overall, Subaru.com has seen the average length of stay for visitors
increase by more than two minutes.