I asked my good friend Nick Senior about
the birth and growth of Subaru’s STi division.
Like many car companies, Subaru innocently bred
an enthusiastic, innovative team of people who wanted to take the brand into
motorsport – for several reasons, but probably the most important was to prove
the credentials and integrity of the company’s cars.
In a way, Nick Senior has done the same
thing. He joined Subaru Australia in 1991, fresh out of jobs as motoring editor
of Sydney’s Daily Telegraph and Daily Mirror. In a very short time, he was
appointed head of marketing, then general manager and before too much longer
became Managing Director.
Yes, it was a stellar launch path to the
executive suite.
But, along the way, Nick brought the enthusiasm of a motoring
writer, the broader view of a motoring editor, and developed the maturity of
vision which has served him well as a suit.
I really admire Nick Senior and his achievements.
Within a couple of years of his evolving executive jobs, I was convinced he had
found his métier. He is now Managing Director of Inchcape Australia.
Its parent
company is one of the biggest automotive retailing companies in the world, and
I am certain they are very glad they elevated Nick Senior to such a lofty
position in the company.
But, back to Subaru. As its Australian head
of operations Nick took some really key decisions very early. He weighed in on
the model and specification choices, and also the decision to only sell AWD
variants, encouraging the use of the ad tagline “All 4 the Driver” – which among
enthusiasts is a winner.
It’s a matter of record that Subaru sales
have grown impressively here in Australia, and quite frankly I put it down to
his tireless drive to succeed.
He is a quiet, innovative thinker, and a man who
truly understands both the market he is selling into, and the products he has
available to sell – and thus, their place in the market.
Subaru is a significant brand in Australia,
and much of that success is due to Nick Senior, his drive, determination and
resolve – plus the team he surrounded himself with.
Of course, when I was writing my recent
post about the Impreza WRX STi, I flashed off an email to Nick about the ‘Fathers
of STi’ and back came an instant reply that the enthusiastic development of
sporting variants was down to two loyal, company engineers - Noriyuki Koseki and Ryuichiro Kuze.
Both men have sadly passed away, but their
legacy lives on in the current model, a truly superb effort to create a
sporting car, with strong genes of integrity and performance delivery. Everyone
connected with Subaru should take pride in that achievement.
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