Marketing based on rallyteams/ rallycars

[T16]

Remember Subaru before, during and after rallying?

Sent from my GM1913 using Tapatalk

The difference between then and now is that Subaru used rallying as the marketing tool to sell pretty much one car and that car was very comparable with the one on the stages.
Now, the manufacturers use the series to market the brand, not a particular model. I'm just interested to understand how.