The rivalry between Mitsubishi's Lancer Evo and Subaru's WRX STI in the early 2000s was a defining moment for both brands. While the cars shared similarities, their personalities were distinct: the Evo was sharp and unforgiving, while the WRX was friendly and fun-loving. This dichotomy has stuck with Subaru as a brand, particularly among dog owners, who make up nearly half of all Subie enthusiasts. With 643,591 sales last year, Subaru's popularity is undeniable, especially when considering the numerous dog-friendly models in its lineup.
The popularity of Subaru vehicles among dog owners is not surprising, given the brand's outdoor-oriented image and practicality. Dog ownership often aligns with an active lifestyle, which Subaru's marketing has carefully crafted to appeal to this demographic. The brand's emphasis on rugged footwear and flannel clothing has created a strong connection between Subaru enthusiasts and outdoor enthusiasts, who are more likely to own dogs.
The evidence supporting Subaru's canine connection is evident across its entire lineup, including the Wilderness range of vehicles such as the Outback, Forester, and Crosstrek. In these models, the percentage of buyers who also have a dog increases significantly, with 58 percent of Wilderness owners sharing their home with a furry friend. This suggests that Subaru's online configurator should allow customers to easily check for dog-friendly features, such as rubber floor mats.
Subaru has taken its commitment to dogs to new heights by partnering with local animal shelters to bring adoptable dogs to car shows across the country. Since 2018, this initiative has helped countless dogs find forever homes, and it's clear that Subaru's efforts have made a significant impact on the pet adoption community.
The corporate side of Subaru's canine connection is equally impressive, with donations totaling over $1 million to local shelters and more than $70 million to other pet charities. As the largest corporate donor for the ASPCA, Subaru's commitment to animal welfare is unmatched in the automotive industry. Even its employees are encouraged to bring their dogs to work, fostering a culture of compassion and empathy within the company.
Subaru's efforts have not gone unnoticed, with many owners proudly sharing their pets' names inspired by the brand's models. For example, W.R. Rex is a fitting name for a new puppy adopted from a shelter, while another owner might choose to name their cat after the Evo's rival, the WRX.
The success of Subaru's canine connection highlights the importance of marketing in creating a loyal customer base. By emphasizing its outdoor-oriented image and practicality, Subaru has created a strong bond between itself and dog owners. This loyalty will undoubtedly continue to drive sales and growth for the brand in the years to come.
As Subaru continues to expand its reach into new markets, it's clear that its commitment to dogs is more than just a marketing gimmick. It's a genuine reflection of the brand's values and mission, which prioritize compassion, empathy, and a love for the outdoors.
Ultimately, Subaru's canine connection serves as a reminder that cars are not just machines, but also symbols of our personalities and values. For Subaru owners who share their home with dogs, these vehicles represent more than just transportation – they embody a way of life that values freedom, adventure, and companionship.
The high demand for Subaru vehicles among dog owners highlights the brand's successful marketing strategy, which emphasizes its outdoor-oriented image and practicality.
