Brand Tone

Aspirational/Authoritative, Technical/Performance-Oriented, but with inconsistency in actual perception.

Brand Values

• •Performance and Reliability
• •Engineering Expertise & Quality
• •Heritage and Legacy
• •Innovation
• •Customer Commitment (Stated vs. Perceived)

Best Practices

• •Anchor to heritage and expertise: Consistently reference the decades of experience, pioneering innovations (like the AOS), and significant achievements (Gymkhana cars, Subaru factory backing) to reinforce authority and a legacy of performance.
• •Emphasize 'Proven Performance' and 'Reliability': Use these keywords and phrases frequently. Back them up by mentioning the R&D process and the 'Don't fix what's not broken' philosophy, which implies a focus on enhancing already good OEM qualities where it matters.
• •Maintain a Confident and Direct Voice: Speak with assurance about product benefits and engineering prowess. Avoid overly casual or overly technical jargon where possible, aiming for an informed enthusiast audience.
• •Be Solution-Oriented (Especially in Addressing Boxer Engine Nuances): Frame products like the AOS as intelligent solutions to known Subaru engine characteristics (e.g., oil consumption), showcasing deep understanding.
• •Address Customer Service Perception Proactively (Internal Strategy): While not directly copywriting, the negative sentiment regarding customer service is significant. Any marketing copy promising excellence will ring hollow if the customer experience doesn't match. The brand should internally prioritize addressing these concerns to ensure the external messaging is credible. Once improvements are made and can be substantiated, subtly weave in themes of customer support and dedication if authentic.

Social Perception

Historically Respected but Currently Divisive: Loyalists praise the quality and effectiveness of specific parts. However, a growing number of customers express significant frustration with customer service, order fulfillment, communication, and perceived unprofessionalism from the company.

Copy Examples

• •Headline: Engineered for Victory. Trusted on the Street. Body: For over 25 years, Crawford Performance has pushed the limits of Subaru engineering on the track to deliver unrivaled reliability and power for your ride. Experience the legacy. Call to Action: Discover Our Proven Parts.
• •Headline: The Original AOS, Perfected. Body: Don't settle for imitations. Crawford Performance invented the Air Oil Separator for the Subaru Boxer engine. Our V3 AOS ensures maximum engine protection and consistent power, born from decades of R&D. Call to Action: Protect Your Boxer Today.
• •Headline: From Ken Block's Gymkhana to Your Garage. Body: The same engineering excellence that powered icons now elevates your Subaru. Crawford Performance: Real-world tested, race-proven components for the discerning enthusiast. Call to Action: Unleash Your Subaru's Potential.
• •Headline: Reliability Isn't Optional. It's Engineered. Body: We believe in performance that lasts. Every Crawford Performance part undergoes rigorous testing to ensure it doesn't just perform, it endures. 'Don't fix what's not broken'—perfect it. Call to Action: Build Your Legacy Build.
• •Headline: The Heart of a Champion. The Soul of Your Subaru. Body: Whether it's our renowned engine builds or precision-engineered components, Crawford Performance delivers the quality and expertise that has been factory-backed by Subaru of America. Call to Action: Shop Engine Components.