Charity

Subaru's Share the Love Event surpasses $200 million donated mark

Subaru brought back its popular year-end donation campaign in 2020.

Photo courtesy of Subaru of America, Inc.

You've seen the ads. During the Subaru Share the Love Event, hundreds of Subaru retailer locations donate a portion of each vehicle sale to the charity of the buyer's choice. Those small portions have really added up with over $200 million donated to over 1,440 national and local charity partners over the last 13 years.

In 2020 alone, between mid-November and December 31, more than $20.6 million was donated. "In a year where good news was harder to come by, our 2020 Subaru Share the Love Event represented a glimmer of hope for people looking to help their communities," said Alan Bethke, Senior Vice President of Marketing, Subaru of America, Inc.

"With our retailers, customers, national and local charity partners, Subaru of America has donated over $200 million to help those in need over the last thirteen years. This, along with bringing love into the lives of our friends and neighbors, is just one more reason why Subaru is more than a car company."

2021 Subaru Crosstrek In 2020, Subaru had new versions of the Outback and Legacy for sale, as well as a refreshed Crosstrek, among other models. Photo courtesy of Subaru of America Inc.

2021 Subaru Crosstrek

Since 2015, Subaru has not placed a cap on the total amount of contributions it makes to its national Subaru Share the Love Event charitable partners: the American Society for the Prevention of Cruelty to Animals® (ASPCA®), Make-A-Wish®, Meals on Wheels America and the National Park Foundation.

Dealerships are also allowed to select one or two hometown charities for their community to support, adding more than 790 local cases to the annual campaign. All retailers participated in an additional hometown charity donation by offering their own 'per vehicle sold' contribution which generated nearly $5.6 million nationwide. An additional flat donation, which totaled more than $182,000, was also contributed by select retailers.

National charity partners received nearly $7.7 million, while hometown charities received $18.5 million. Additionally, 256 Subaru retailers participated in a vehicle service donation, resulting in donations from Subaru and Subaru retailers totaling $1.3 million.

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Subaru's new ad is called "Barn Wedding" and features the 2021 Subaru Crosstrek.

Photo courtesy of Subaru of America Inc.

For the 17th consecutive year, Subaru will be the broadcast sponsor of the Screen Actors Guild Awards (SAG Awards), airing tonight on TNT and TBS starting at 9 p.m. ET/6 p.m. PT. During the broadcast, Subaru will air five commercials highlighting what makes the automaker more than just a car company, including a new spot that showcases the revised 2021 Subaru Crosstrek.

"Barn Wedding" is a national TV spot created by Carmichael Lynch on behalf of Subaru of America. It showcases some of the ways that the Subaru company touches the lives of its owners. The ad focuses on a brother and sister as they hit a few unexpected roadblocks on the way to their sister's barn wedding. Their new Crosstrek, with its upgraded 2.5-liter four-cylinder engine and fresh face is up for the challenge, which also sees them managing to perform a good deed for a lost cat along the way.

The new Subaru ad will air for the first time tonight during the SAG Awards.Photo courtesy of Subaru of America Inc.

"While we won't be heading to the silver carpet for in-person SAG Awards® this year, we're excited for the opportunity to show viewers nationwide the way Subaru embodies Love for our owners," said Alan Bethke, Senior Vice President, Marketing, Subaru of America, Inc. "The 'Barn Wedding' spot demonstrates not only the capability and power of the 2021 Subaru Crosstrek, but it also shows the values of caring for others – including furry friends – that we share with our owners."

Other ads airing during the broadcast include Forester Reforesting, Dog Tested, Subaru Loves Pets and Feeding America.

During the 2020 edition of Subaru's Share the Love Event, the company's year-end sales initiative, more than $20.6 million was donated bringing the total donated over the last 13 years to over $200 million. Since 2015, Subaru has not placed a cap on the total amount of contributions it makes to its national Subaru Share the Love Event charitable partners: the American Society for the Prevention of Cruelty to Animals (ASPCA), Make-A-Wish®, Meals on Wheels America and the National Park Foundation.

Subaru has also recently extended its Subaru Loves the Earth campaign, which sees the company partner with TerraCycle for nationwide recycling efforts.

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Subaru dealerships have recycling items for years through the Subaru Loves the Earth campaign.

Photo courtesy of Subaru of America Inc.

Subaru's environmentally-focused philanthropic platform, Subaru Loves the Earth, part of the larger Subaru Loves mission, is celebrating a milestone. The recycling effort championed by the campaign has recycled more than five million disposable cups and lids, coffee, tea, and creamer capsules and snack wrappers over the last four years.

To mark to the accomplishment, Subaru has announced an extension to its partnership with TerraCycle. "At Subaru, we feel a responsibility to protect Earth's natural wonders for future generations to enjoy, and our partnership with TerraCycle helps us fulfill that commitment while also getting our community and customers involved," said Thomas J. Doll, President and CEO, Subaru of America, Inc. "When it comes to protecting and preserving our environment, we're all in this together, and Subaru is proud to offer ways for people to get excited about recycling."

ASPCA Subaru Dog Kissing Booth Subaru activates their Subaru Loves campaigns throughout the country including Subaru Loves Pets kissing booths at auto shows.Photo courtesy of the ASPCA and Subaru of America, Inc.

The program utilizes TerraCycle Zero Waste Boxes at 590 participating Subaru retailers nationwide, offering customers, employees, and community partners a way to recycle waste that is traditionally thought of as being hard to recycle like snack wrappers/bags, disposable cups, lids, plastic straws, as well as coffee, tea and creamer capsules. Subaru encourages customers to collecting these waste streams at their home and bring them into a local participating Subaru retailer for recycling.

Once collected, the waste is transformed into recycled products, including park benches, picnic tables, and playground materials. Subaru retailers can also order products made from the recycled materials through an exclusive Subaru product-line, produced in conjunction with TerraCycle, to be donated to community organizations.

"At TerraCycle, our mission has always been to eliminate waste, recycle the unrecyclable and use our innovative business solutions to minimize human impact on the planet," said Tom Szaky, TerraCycle CEO. "As we move into the fourth year of our partnership with Subaru, we look forward to building on our previous success and continuing to inspire local communities to take action to preserve the environment for future generations."

New for 2021, 225 participating Subaru retailers will be collecting cabin air filters and plastic film in their service areas for recycling. Additionally, Subaru and TerraCycle will also continue their nationwide recycling partnership with REI. Since 2019, Subaru has provided co-branded TerraCycle collection boxes at all REI stores across the country.

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