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Puppies and All-Wheel Drive: How Subaru Built Its Ardent Fan Base
The Japanese automaker marketed itself to underserved customers.
Puppies and All-Wheel Drive: How Subaru Built Its Ardent Fan Base
The Japanese automaker marketed itself to underserved customers.
Published 01-25-22
Submitted by Subaru of America, Inc.
Originally published on ABC News website
By Morgan Korn
Some automakers tout engine performance, cutting-edge technology or exclusivity to attract buyers. Japanese automaker Subaru has a different approach.
In 2019 the company transformed 10,000 square feet of the Javits Convention Center in New York into a state-of-the-art immersive exhibit where Yellowstone's Old Faithful geyser and Denali's snowcapped peak were the focus -- not the company's sport utility vehicles.
Deer, foxes and muskrats can be spotted along the walking trails at Subaru's Indiana facility, the sole U.S. manufacturing plant to be designated a backyard wildlife habitat by the National Wildlife Federation. Materials on site are either reused, recycled or repurposed and in 2004 the plant achieved zero landfill status -- another industry first.
"Business has to have a purpose besides selling cars and making money -- it has to make our society better," Thomas Doll, president and CEO of Subaru of America, Inc., told ABC News. "We pride ourselves that we have that community aspect."
Subaru of America, Inc.
Subaru of America, Inc.
Subaru of America, Inc. (SOA), based in Camden, New Jersey, is the United States-based distributor of Subaru brand vehicles. SOA is a subsidiary of Subaru Corporation of Japan. The company markets and distributes Subaru vehicles, parts and accessories through a network of more than 600 retailers throughout the United States.
Subaru Love Promise: Environment
Subaru works to reduce waste, safeguard resources for future generations, and preserve natural spaces – making real, meaningful commitments to these goals. All Subaru products are manufactured in zero-landfill plants. Subaru is also the largest corporate donor to the National Park Foundation, providing over $55 million in support and helping protect America's over 400 national parks. Follow #SubaruLovestheEarth or visit www.subaru.com/earth.
Subaru believes all pets deserve a loving home and we are the largest corporate donor to the ASPCA®. Subaru is proud to help make the world a better place for them with over $51 million donated to national and local organizations, which has supported the adoption, rescue, transport, and health of over 420,000 animals. Follow #SubaruLovesPets or www.subaru.com/pets.
Subaru believes we all should have a chance to lead a healthy life. Through our partnership with The Leukemia & Lymphoma Society® (LLS), Subaru and our retailers have supported nearly 300,000 cancer patients nationwide, making us the largest automotive donor to LLS. Follow #SubaruLovestoCare or visit www.subaru.com/care.
Subaru Love Promise: Community
Subaru is dedicated to supporting those who need it the most in our communities. From donating food to Feeding America, providing essential items to homeless shelters, helping Meals on Wheels deliver meals to seniors, or supporting the American Red Cross in disaster response, Subaru believes communities get stronger when everyone is cared for. Follow #SubaruLovestoHelp or visit www.subaru.com/help.
Subaru Love Promise: Education
Subaru believes that all students deserve an equal and fair opportunity at a quality education. Through our partnership with AdoptAClassroom.org, Subaru and our retailers have supported more than 470,000 students nationwide and we are proud to be their largest corporate supporter. Follow #SubaruLovesLearning or visit www.subaru.com/learning.
Since the launch of the Subaru Share the Love Event in 2008, Subaru of America and our retailers have donated more than $256 million to charity, with customers choosing between four national charities and over 2,100 hometown charities, proving there's no limit to the amount of love we can all share. Follow #ShareTheLove or visit www.subaru.com/share.
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