‘Wind, Fire, Wheel’ Wins
January 19, 2007
SAN FRANCISCO — On Wheels, one of the nation’s leading minority automobile publications, awarded Subaru its Asian-American Diversity Advertisement Print Ad Award for the second consecutive time this month in Detroit. The winning ad, entitled “Wind, Fire, Wheel,” beat out a number of other automotive makers by best communicating the Asian American love for speed and adventure.
Selected by both an in-house committee and a nationwide online consumer poll, the award was a sign of the emerging strength of the Asian American buyer when it comes to automobiles. It is estimated that in the large urban markets of the United States, one out of 10 new automobiles sold is bought by an Asian American.
“Subaru is a very unique automaker,” said Jeff Yip, editor of Asians on Wheels, a subsidiary of On Wheels, which includes other publications such as African Americans on Wheels and Latinos on Wheels, “they have consistently gone where others have not. They know that the Asian American market is becoming a very powerful force in our industry. But more importantly, I think they have researched what our community wants. The car in the winning ad is a high performance car, it’s fast and handles well. I think the award basically verifies Subaru’s awareness with respect to our community.
In order to qualify for the award, advertisements needed to have been published by October 2006 in either print or electronic media, many placed by AdAsia. AsianWeek, along with other publications, featured the Subaru campaign.
“I commend Subaru for their very earnest effort to reach out to the Asian American community through their advertising campaign,” said Jonathan Leong, founder of the Asian Business Association. “Whether Japanese- or American-owned, I think these automotive giants are starting to realize that diversity is not just a moral obligation, but it makes good business sense. Asian Americans have lots of money to spend, and the corporations of the world need to start catering to us if they want our money.”
“We are extremely pleased to again take home the Asian Diversity Automotive Advertisement of the Year Award with our partner AdAsia for the Subaru WRX STI “Wind and Fire Wheel” campaign at the 11th Annual Urban Wheel Awards,” said John Im, marketing manager of Subaru of America Inc. “The award is significant to us because it indicates that we are breaking through the clutter and developing creativity that is resonating with its intended audience.”
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