Subaru's Tom Doll was transformational – Automotive News

Subaru of America’s President and COO Tom Doll has been a driving force behind the company’s success in recent years. Doll has orchestrated a remarkable transformation of the brand, resulting in increased sales, market share, and brand recognition.

Since joining Subaru in 2008, Doll has spearheaded a number of initiatives that have propelled the automaker’s growth. In 2017, Subaru achieved its ninth consecutive year of record sales, reaching 647,956 vehicles sold. The brand also achieved its highest-ever market share of 4.6 percent and became the first automotive company to achieve a share of more than 4 percent for two consecutive years.

Doll has also spearheaded a number of initiatives to expand Subaru’s reach to new customers. He has spearheaded the development of new vehicle models, such as the Crosstrek, Forester, and Impreza, and has worked to broaden the brand’s appeal by introducing new technologies and safety features. Additionally, Doll has implemented aggressive marketing campaigns, including a campaign to introduce the brand to younger, tech-savvy consumers.

Doll’s efforts have paid off, as Subaru has seen significant gains in market share and brand recognition. The brand is now the ninth-best-selling automotive brand in the United States and has seen its market share increase by nearly 3 percentage points in the last five years.

The success of the brand under Doll’s leadership has been transformational. He has successfully positioned Subaru as a leader in the industry, and the company is now well-positioned for continued success in the years to come.