Subaru of America President and CEO Tom Doll
was on his way to a speaking engagement in
2013, thinking about the state of the company.
It was holding its own against its 30 closest
competitors. The brand had amassed a loyal
customer base and developed a reputation for
supporting causes important to Subaru drivers.
Through programs like Share the Love, an
annual event during which Subaru donates $250
per car purchased between mid-November
and December 31 to various charities, the
company has generated more than $118 million
in donations between 2007 and 2017.
START WITH A GOAL
Doll began thinking about how Subaru could
often talked about the “human footprint”—the
impact that people have on others’ lives through
daily interactions. From their grocery store
cashier to their boss, people can have a positive
was then he realized the tidal wave of love and
positive impact the enormous network of Subaru
retailers could put into motion nationwide.
“The goal was to make every interaction with
Subaru a positive one—not just in donations,
but in actions rooted in love and respect that
help the people in their communities,” Doll says.
“We wanted to become a positive force in the
communities where we live and work, simply
because it is the right thing to do.” After a few
meetings with team members, the Subaru
Love Promise was born. The idea was simple:
Empower the retailer network to get involved
and do good works in their communities,
helping people or causes in need.
“We work in an industry where millions of
dollars are spent like it’s nothing,” Doll says.
“But you give these local, hometown charities
$15,000 or $25,000, and to them that’s life-JOHUNPUN;TVUL`;;;OL`»YL;ZV;L;;;JPLU[;;HUK;P[;
LOVE IN ACTION
The results are remarkable. In June 2018, the
team at Subaru of Bend, in Bend, Oregon,
raised nearly $42,000 to support Grandma’s
homeless and transitional pregnant women and
mothers with young children a safe place to live.
In addition to the funds, owners, managers,
mothers, babies, and children with gifts.
In February 2018, when the team at North End
Subaru of Lunenburg, Massachusetts, found out
that nearby Sterling Animal Shelter was going to
receive more than 200 pets in one week, they
took action immediately. After getting a list of
needs from the shelter’s manager, employees
supplies for the pets in need. The dealership
donated to the shelter and new pet owners.
In addition to supporting charities that address
environmental issues, education, pets,
healthcare, and their communities, Subaru
lives. One of Doll’s favorite stories is about a
young man in Sioux Falls, South Dakota, who
was part of a group that vandalized some of
the cars at Schulte Subaru. Video surveillance
one of them a job. Today, the young man
remains a valued employee.
“That’s the Subaru Love Promise in action,” Doll
says. “The most surprising thing to me is that
we’ve taken a business that is about selling and
turned it into a business where we pride ourselves
on giving. Our retailers are actively looking for
ways to make their communities better. And once
you start doing that, it’s hard to stop.”
Learn more at subaru.com/love-promise.
AT A TIME
With the Subaru Love Promise,
the car company is taking a stand
in an age of divisiveness.
FastCo. Works is Fast Company’s content studio. This story was commissioned by Subaru.
“We believe in
investing in our
says Tom Doll
of Subaru of