The Subaru Europe Lounge, or SEL, was conceived as a place where news, press releases and video content could sit alongside practical consumer-focussed information – like test drive request forms, vehicle and accessory information, and discussion of the practical elements which make Subaru such a unique proposition. In addition to this, it was felt as if the “members club” aspect of Subaru ownership and strong sense of community should also be fostered in this environment.
As a result, the SEL is comprised of a number of distinct areas. Although design cues are taken from the strong Subaru identity and the quality of vehicle photographs and videos which are available, there is a strong practical focus. Users can expect to find a thriving community section which they are invited to take part in – a community which will continue to be developed in 2011 and beyond.
The SEL represents a European home on the web for this powerful brand. As a central repository of information it pulls together success stories from the whole of Europe and news items relevant to individual markets. It acts as a jumping-off point for European web users and Subaru enthusiasts to find information in other sites relevant more specifically to their local markets. Test drives around Europe can be booked through the site. The contributors to the site also present news stories from motoring events in the form of video.
SEL is also a useful repository for press information and news stories as well as general product and accessory information. Regarding the mix of content, the Dep General Manager of Product Marketing and PR for the brand in Europe, David Dello Stritto, said: “The Subaru Europe Lounge seeks to go one step further than other automotive websites. As a manufacturer, we obviously need to be able to convey as much information as possible on products and accessories, and we can do that here. It does not duplicate information that HQ and our distributors already show on their websites - HQ websites cover all world markets, while the SEL focuses on European markets. Distributors’ sites offer product information which is detailed and country-specific, with branding messages tailored to their audience. The SEL is positioned as an umbrella website to these sites and offers a broader, pan-European view of the brand. It is also ideally positioned to host a Subaru community – a very active and well-connected group of drivers and enthusiasts – to meet and interact.”