Subaru's Dog Commercials Are More Than Just Cute

If you've precocious attended a awesome car show, Subaru's immersive nationalist park-inspired display, featuring faux rocks and trees, is difficult to miss. Beyond showcasing Subarus successful their "natural habitat" by emphasizing nan outdoorsy tone of nan brand, Subaru has a fenced area for rescue dogs disposable for adoption. 

Although astir group won't straight interact pinch nan marque astatine an car show, they are apt to brushwood Subaru done commercials. Using tiny puppies to beforehand products isn't new, but Subaru has efficaciously integrated them into its marque identity. 

Branding and advertizing are important for immoderate product; however, 1 could reason they are particularly captious for a institution for illustration Subaru. Despite Subaru's mainstream improvement successful caller years and important income maturation complete nan past fewer decades, it still maintains a comparatively niche income beingness compared to competitors. In 2024, Subaru sold 667,725 vehicles, while Honda sold 1,291,490, and Toyota sold 1,986,954. Today, we're examining nan effectiveness of these ads, really Subaru demonstrates its dedication to animals, and why its vehicles are appealing to pet owners.

Using dogs alternatively of humans, Subaru has cleverly created ads that are approachable and relatable while staying existent to its brand. Most importantly, investigation shows a positive (or should we opportunity "pawsitive"?) consequence to these commercials. 

One of nan ads features a canine successful nan driver's seat, struggling to backmost a vessel trailer into nan h2o while its canine friends watch pinch second-hand embarrassment. Meanwhile, different advertisement shows 2 dogs driving a Subaru Forester done a drive-thru. Subaru's caller Crosstrek ad, starring a family of aureate retrievers, received a 54% affirmative acquisition intent standing from iSpot, a institution that gauges nan effect of TV and streaming ads. Not only did it gain a precocious acquisition intent rating, but nan advertisement besides classed number 1 for likability among nan apical 20 most-viewed car ads successful April.

In summation to being well-received, nan ads coincided pinch a income boost. While galore soul and outer factors power income volume, it's worthy noting that since nan marque began featuring pets successful its ads, income person accrued by 153%. Subaru grew from trading 263,996 vehicles successful nan United States successful 2010 to 667,725 successful 2024. For comparison, Mazda sold 229,576 vehicles successful 2010 and 424,382 successful 2024, representing astir an 85% increase. Not a mini summation for Mazda, but not connected par pinch Subaru's singular rise.

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Subaru owners' emotion for pets predates nan canine ads. In 2008, during Subaru's "Share nan Love" campaign, which encouraged owners to prime a kindness for Subaru to donate $250, nan American Society for nan Prevention of Cruelty to Animals (ASPCA) was by acold nan astir celebrated choice. In 2019, astir 60% of Subaru owners had a dog, acold surpassing nan 38% of Americans who were canine owners.

Beyond appealing to its dog-friendly customer base, Subaru ads besides bespeak existent trends. With important maturation successful pet ownership since nan precocious 1980s, Subaru's ads target a increasing demographic. Not only has pet ownership increased, but spending connected pets has besides surged. A Forbes Advisor study reported that Americans spent $136.8 cardinal connected their pets successful 2022, an almost 11% summation from 2021.

To Subaru, dogs are much than conscionable props successful ads; nan marque has donated complete $60 cardinal to pet-focused organizations and supported complete half a cardinal animals done rescue, adoption, and veterinary care. Besides being nan largest firm philanthropist to nan ASPCA, Subaru actively engages successful section pet communities, pinch its retailers hosting pet take and microchipping events to thief pets find homes.

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Subaru besides builds vehicles that are well-suited for pet transportation. Whether you're considering nan caller Subaru Forester Hybrid, which gets 35 MPG, aliases nan subcompact Subaru Crosstrek, which offers a batch of capacity successful a mini package, Subaru models connection thoughtful pet-friendly accessories. One illustration is simply a rear spot extender for pets, which fills nan rear footwell to summation nan resting area for a canine to stretch. Another accessory is simply a Pet Rear Door Protector, which is assembled pinch heavy-duty polyester and allows dogs to put their paws connected nan doorway armrest aliases sill to look retired nan model without owners worrying astir nan canine scratching aliases puncturing nan doorway panel. Durable, washable, padded cargo liners and padded rear spot protectors make transporting pets moreover easier. To make it easier for pets to get successful and retired of nan vehicle, Subaru besides offers a lightweight, easy-to-store, non-slip pet ramp that tin clasp dogs weighing up to 220 pounds.

Given Subaru's dedication to safety, different optional accessory is simply a pet harness that includes a padded vest, seatbelt-grade straps, and buckles for nan canine to deterioration during transit. This harness has been crash-tested and is designed to protect our furry friends.

Although its adorable ads whitethorn person initially targeted nan brand's pet owners, luckily for Subaru, they coincided pinch a emergence successful American canine ownership. The marque's ongoing animal use philanthropy and innovative pet accessories show its committedness to canine branding. More than 15 years aft its first ad, Subaru is still sticking pinch nan dogs, and pinch expanding income and affirmative reception for nan ads, why extremity now?