Subaru’s Unique Branding Strategy: A Focus on Pets and Nature
Subaru has carved out a distinctive place in the automotive industry by blending its love for nature with a strong connection to pets. At major auto shows, the brand’s immersive displays featuring faux rocks and trees create an experience that highlights its outdoorsy spirit. These exhibits often include a special area where rescue dogs are available for adoption, reinforcing Subaru’s commitment to animal welfare.
While many people may not interact directly with Subaru at these events, they are likely to encounter the brand through its commercials. Using cute puppies in advertisements is not a new concept, but Subaru has successfully integrated this approach into its overall brand identity. This strategy has proven effective, especially when considering the company’s niche market presence compared to larger competitors like Honda and Toyota.
Sales Growth and the Impact of Pet-Centric Advertising
In 2024, Subaru sold 667,725 vehicles, while Honda sold 1,291,490 and Toyota sold 1,986,954. Despite this gap, Subaru has experienced significant sales growth over the years. The brand’s decision to feature dogs in its ads has coincided with a remarkable increase in sales—over 153% since 2010. This growth is particularly impressive when compared to Mazda, which saw an 85% increase during the same period.
Research indicates that Subaru’s pet-centric commercials have been well-received, with a positive response from audiences. One ad featuring a dog in the driver’s seat struggling to back a boat trailer into the water received widespread attention. Another ad showcased two dogs driving a Subaru Forester through a drive-thru. The Crosstrek ad, starring a family of golden retrievers, achieved a 54% positive purchase intent rating and ranked number one for likability among top car ads in April.
Understanding the Customer Base and Supporting Animal Welfare
Subaru owners have long shown a strong affinity for pets. In 2008, during the “Share the Love” campaign, the ASPCA was the most popular charity choice, highlighting the brand’s deep connection to animal welfare. By 2019, about 60% of Subaru owners had a dog, significantly higher than the national average of 38%. This trend aligns with the growing popularity of pet ownership in the United States, where spending on pets reached $136.8 billion in 2022.
Subaru has donated over $60 million to pet-focused organizations and supported more than half a million animals through rescue, adoption, and veterinary care. As the largest corporate donor to the ASPCA, the brand actively engages with local communities, hosting pet adoption and microchipping events at its dealerships.
Vehicles Designed for Pet Owners
Subaru also offers vehicles tailored for pet transportation. Models like the Forester Hybrid and Crosstrek come with thoughtful accessories such as rear seat extenders, pet door protectors, and durable cargo liners. These features make it easier for pet owners to transport their furry friends safely and comfortably.
Additional options include a non-slip pet ramp and a crash-tested pet harness with padded vest and seatbelt-grade straps. These accessories ensure that pets remain secure during travel, reinforcing Subaru’s commitment to safety and convenience for pet owners.
Conclusion
Subaru’s dedication to both nature and animals has created a unique brand identity that resonates with pet owners. Its successful integration of pets into advertising, combined with a growing market for pet-related products, has contributed to increased sales and positive reception. With over 15 years of consistent messaging around dogs, Subaru continues to thrive, proving that a focus on pets can be a powerful marketing strategy.
