It wasn’t always so easy, said Jeff Walters, senior vice president, sales, for Subaru of America, which was incorporated in 1968. Subaru devoted itself to all-wheel drive, and quit trying to compete on price with inexpensive, front-drive cars from giants like Honda, Nissan and Toyota. Instead, Subaru shifted gears and now touts the “love” Subaru owners feel for their cars, and vice versa. In the 10th year of Subaru’s Share the Love sales campaign, Subaru doesn’t even show cars in the advertising, Walters said. “Share the Love” is where Subaru makes a $250 charitable donation in the buyer’s honor, in addition to more typical lease and finance deals.

Source: Forbes November 28, 2017 14:26 UTC