Subaru Launches New SubieCrew Program to Expand and Localize Enthusiast Community Engagement
Subaru of America, Inc. (SOA) announced SubieCrew, a reimagined ambassador and owner engagement program that brings passionate Subaru enthusiasts together through local communities, shared experiences, and purpose. Building on more than a decade of owner advocacy, SubieCrew introduces a hyperlocal, chapter-based model that gives ambassadors new ways to connect people, create experiences and make an impact where they live and drive.
Powered by nearly 700 ambassadors, 50 new SubieCrew chapters will be established nationwide. Each chapter will be led by a group of SubieCrew Ambassadors including a Chapter Lead, a Director, and a group of specialized ambassador teams selected at the chapter’s founding, bringing a fuller, more dynamic mix of talent and personalization to every local crew of members. Ambassadors lead events and activities with support from SOA and its national retailer network, along with thousands of active volunteers. Each chapter will help develop events and experiences that incorporate the Subaru Love Promise® pillars, turning shared passions into meaningful community action. Ambassadors will also receive special access to events, product development opportunities and perks with partner brands such as complimentary SiriusXM radio.
The redesign is grounded in research that shows how today’s owners crave real-world connection. A majority of Gen Z and Millennial consumers feel digitally exhausted and are actively seeking more in-person experiences. Subaru owners already have extraordinary passion for the brand, the things they love and the communities they call home. SubieCrew gives that passion greater structure, resources and reach, creating new opportunities for owners to turn their individual interests and talents into collective local impact.
Joseph Pawlicki, Owner Loyalty Manager, Subaru of America, Inc: “Our owners are our greatest advocates, and we’re incredibly grateful for the enthusiasm our ambassadors bring to the Subaru community. We are thrilled to amplify their passion and welcome even more new members into the SubieCrew community by creating unique opportunities for owners and enthusiasts to connect, make an impact, and enjoy meaningful benefits and rewards along the way, all while helping to shape what’s next for the Subaru family.”
To reimagine and launch SubieCrew, Subaru partnered with Motive, a culture-driven creative agency, alongside digital transformation agency Wondersauce, both part of the Project Worldwide network. The result is a multifaceted campaign reaching owners through both an enhanced digital presence and experiential event activations.
Through a new web app, SubieCrew Ambassadors will create and manage their own local events, complete with group participation goals and real-time RSVP tracking, making it easier than ever to rally a crowd. From larger flagship gatherings tied to major Subaru initiatives including new vehicle launches, to hosting pet adoptions and community cleanups, to Cars & Coffee meetups and trailhead gatherings, ambassadors are turning their everyday passions into organic, welcoming gatherings for fellow owners.
SubieCrew creates even more ways for Subaru fans and owners to get involved. Subaru encourages enthusiasts to join their local chapter, attend an upcoming event, and share ideas to help shape their SubieCrew community. As SubieCrew Members, they can discover ambassador-led events, take part in special experiences at select gatherings and connect with fellow Subaru enthusiasts nationwide. For more information and to join SubieCrew, visit thesubiecrew.com.