IM Group wanted fresh, engaging and unstuffy website copy for critical areas of Subaru’s UK site redesign. A key aim was to help prospects see quickly which models might be most suitable for their lifestyle and why. Differentiating each vehicle clearly at the outset, the storytelling brings Subaru’s technical, performance and design virtues to life - without recourse to hyperbole or hype.
- COPY: Ian Castle, Freelance Copywriter
- CLIENT: IM Group
- MODEL PHOTOGRAPHY: Matt Kimberley
Website copywriting sample: Subaru models 2017
SUBARU XV
URBAN HERO. AND RURAL GETAWAY
In the week, town is home. But at the weekends, you like to explore. A trip might see pot-holes. Tracks. Even the odd field. Compact yet capable, the Subaru XV isn’t just the perfect vehicle to sweep you effortlessly through city traffic; it’s also the ideal All-Wheel Drive Crossover, too.
Poise equals pleasure.
Low centre of gravity. High ground clearance. Great visibility. The perfect blueprint for off-road prowess. Add a punchy, responsive Subaru Boxer engine coupled with permanent Symmetrical All-Wheel Drive, and things get really interesting. Gripping performance, on any surface. In any weather. Anywhere.
Fully loaded.
Cargo or passengers? The XV welcomes both. Seat five safely in comfort (there are ISO-FIX ready seat anchors and tethers for children). Bring five suitcases on board, too. 60/40 split rear seats create capacity of up to 1,270 litres when folded. That’s a mountain bike. Or a flat-pack to build. Or, using the full-length integrated roof rails, both.
Stay on course.
The XV is intelligent. Through the Vehicle Dynamics Control System, it knows when things just might go wrong. If sensors think stability is at risk when cornering or swerving suddenly, the engine output, torque and braking at each wheel are automatically adjusted. The XV helps to keep you safely on course.
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FORESTER
ALL-TERRAIN. ANYTIME, ANYWHERE
Rural living keeps you busy. Things can get tough. But the landscape and beauty are priceless. The Forester, Subaru’s fourth-generation All-Wheel-Drive SUV, lets you take any journey, anywhere, calmly in your stride. You’ll be amazed where it will take you.
Press on.
The Forester’s all-terrain capability is exceptional – for good reason. It all starts with permanent Symmetrical All-Wheel Drive. Constantly adjusting the power and braking to each individual wheel, the Forester maintains the 4x4 grip you need. Negotiate slippery tracks, rocks and inclines –even faced with rain, ice or snow. Back on tarmac, the low, centrally-mounted Boxer engine makes all the difference: sweep through a corner – you’ll see what we mean.
Lighten your workload.
The Forester moves cargo easily: just flip the 60/40 split rear seats. More to move? There are integrated roof rails, too. The Forester is also designed to tow. Hitch up loads – like a trailer – weighing up to 2000 kg* (or 1800 kg**). To avoid snaking, let Vehicle Dynamics Control (VDC) automatically adjust power and braking to quickly correct any over or understeer. An optional rear view camera makes reversing easy and safe.
Aim higher. Or lower.
Steep off-road inclines and descents are pretty daunting. In X-Mode with Hill Descent Control*, the Forester automatically gives you the best possible grip. Negotiate what seems like impossible terrain gently, calmly – with complete control.
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IMPREZA
THE HATCH THAT’S GOT YOUR BACK
Rain, snow or shine, there’s one thing that will always make you smile: taking the wheel of your Subaru Impreza. Utterly reliable. Fearlessly capable. Reassuringly safe. If you enjoy getting the most out of life, the nimble All-Wheel Drive Impreza hatchback is engineered for you.
Don’t commute. Drive.
Marrying a Boxer engine with permanent Symmetrical All-Wheel drive produces road-hugging handling and crisp response that’s simply unique. It’s a potent combination that turns commuting into enjoyable driving. Daily local trips are pleasure. Motorway cross-country dashes are a breeze.
The perfect ratio.
Steep, slippery inclines can challenge family cars. By flicking the high/low gearbox lever, Impreza engages the lowest ratio available. Thanks to controlled torque and power, the wheels can turn slowly, without spinning, to keep you climbing.
Big cargo. Little effort.
The 5-door Impreza cabin is ingeniously flexible. 60/40 split rear seats fold easily to accommodate up to 1,270 litres of cargo. Wide door access makes for easy entry and exit. Even with five occupants, there’s room for each to bring a suitcase. And, if the car’s fully loaded, the rear view camera ensures there’s no blind spot directly behind.