Every year, Subaru faces the same conundrum — how do they compete for sales in December while every auto manufacturer spends millions more on incentives and media? In 2008, Subaru and Carmichael Lynch responded with the “Share the Love” Event to do December differently. With every new vehicle purchased or leased during “Share the Love,” owners can pick from four national charity partners or their retailers’ Hometown Charity partners and Subaru and its retailers will donate more than $300 on their behalf. “Share the Love” is still going strong today and Subaru and its retailers have donated more than $288 million to charities close to our hearts.
Subaru
Share the Love
Where we started: Love for Subaru owners
Other car brands don’t come close to the Subaru level of community or fandom. It’s a known brand truth that the beating heart of Subaru resides within its owner community. Who better to put at the center of “Share the Love” creative in the early years than Subaru owners and the causes they’re passionate about.
Making beneficiaries the heart of the campaign
In 2017, we started to focus on telling authentic stories that fill you with optimism and good feelings. To unite these stories, we used the beloved and charming song “Put a Little Love in Your Heart.” With the song at the heart of the work, the people became the soul, and we gave 100 percent of the airtime to the people and partners who benefit from “Share the Love.”
Nobody gives back like a Subaru retailer
As Subaru solidified its position as a brand that gives back, other auto manufacturers started to take notice and copy “Share the Love.” But there’s one thing they didn’t have: Subaru retailers. Subaru and its 600+ retailers have supported nearly 2,300 hometown charities during “Share the Love,” giving back to local causes close to their hearts. In 2022, “Portraits of Love” put a spotlight on real Subaru retailers and their employees to showcase how “Share the Love” isn’t just about what we say, it’s about what we do.
Love is all around us
During the 2023 campaign, we celebrated the jaw-dropping impact Subaru, and its retailers have had through the “Share the Love” Event. “Love is All Around a Subaru” and “Love is All Around a Hometown” put love at the center of the Subaru end-of-year sales event and annual giving campaign — including a rerecorded version of “Love is All Around” by the Troggs. (Listen closely and you might recognize this song from a much-loved holiday movie.)
Over the last 16 years, Subaru and its retailers have donated more than $288 million to charity through the Subaru “Share the Love” Event. The record-setting impact of these donations has lasting benefits for the national charity partners and hometown charities around the country.
- • More than 116,000 animals supported
- • More than 3,300 wishes granted
- • Nearly 4.3 million meals donated and delivered
- • More than 400 national parks protected