Party time with Subaru
A half-century of all-wheel drive (AWD) in New Zealand was celebrated this week with a gala night of festivities in Auckland.
Subaru of NZ staff members, Subaru authorised centre business owners, dealer principals and their partners, and some special guests attended the special occasion at The Cloud Mezzanine.
On arrival, they were greeted by a display of Subarus past and future parked out front, including the first car made by the brand – the tiny 360 – and the now-iconic Brat, which is better known as the Brumby ute.
A WRX 22B represented the marque’s long and successful rally history, while the Outback XT Turbo and all-new AWD electric Solterra showed off its present and future.
Jeremy Wells, long-time Subaru driver and friend of the brand, took a night off from his Seven Sharp co-hosting duties to keep the audience entertained as MC, while brand ambassadors Art and Matilda Green also joined in the celebrations.
Wallis Dumper, managing director of Subaru of NZ, says the decision was made late last year to mark the brand’s 50th anniversary after three tough years for the automotive industry.
He offered his commiserations to not only the Subaru Authorised Centres in the regions affected by Cyclone Gabrielle’s recent devastating impacts, but to all Kiwis who have suffered losses due to the flooding.
Dumper welcomed honorary, international guests Inchcape Australasia’s managing director Colin Christie and Subaru Corporation’s Masaki Fukushima and Ryota Arai, who are respectively general manager and assistant manager of the Pacific, Latam, CIS, Middle East and Africa sales division.
In an almost ironic twist, the attendees included Subaru Australia’s managing director Blair Read, who was originally part of the Subaru of NZ team more than 15 years ago.
Dumper continued by thanking everyone attending the gala, who has in some way contributed to Subaru’s longevity.
“You all made part of our history with us and, most importantly, you will be a big part of our future. Our partners and suppliers – there are too many to list – thank you all for enabling our success.
“But let’s not forget our people. The Subaru of NZ team is here and that signifies our business is about the people. I particularly resonate with this Maori saying, ‘He aha te mea nui o te ao. He tangata. He tangata. He tangata. What is the most important thing in this world? It is people. It is people. It is people’.”
Dumper acknowledged key staff who made the event happen and credited the long-term employees who have been with him at Subaru NZ since he started with the company in 1996.
“Decades ago, I remember extra airbags as an option on Legacy and asking for disc brakes on Impreza,” he said. “I remember robust discussions about dropping 50 per cent of our model range to go 100 per cent AWD only and replacing those 2WD units with the Forester. I remember replacing 33 per cent of our sales when we phased out Legacy to go Outback only.
“I remember more robust discussions with our ad agency about moving the brand to high ground, not grinding it down in fleet volumes to retain customer value. The reasons why I’m recalling all this is to remind us that 50 years of AWD has gone quickly.
“I cannot assure anyone in this room the next 50 years won’t be challenging, but I can let you know that if you have the right attitude, it will be fun for most of the time.”
Dumper recognised the vital role Fuji Heavy Industries (FHI), which became Subaru Corporation, has played in helping shape mutual success and invited Fukushima-san to say a few words. Fukushima-san was then presented with the AWD Subaru Country Award 100 per cent AWD – 1997-23.
Although difficult to single out any one person, Subaru of NZ wanted to acknowledge the contribution of two long-standing dealers.
Winger Group owner Wayne Leach was presented with a sustained success award in recognition of decades of growth and brand business commitment as New Zealand’s number-one seller of Subarus.
And Farmer Autovillage’s managing director, Michael Farmer, received an outstanding performance award for sales and customer experience from 2020-23.
All 17 of the marque’s authorised centres were awarded with a tsuru (Japanese for crane) longevity and good fortune award, which was also presented to the company’s most long-standing employees as a testament to their long service.
Several franchise owners were asked to join Dumper and Wells for a question-and-answer session session after the main meal was served, which brought up some nostalgic moments and stories from over the years. The guests later moved to the dance floor and enjoyed a live band to wrap up the party.
