Subaru’s SubieCrew Program Expands & Localizes Enthusiast Community
With 50 local chapters nationwide, the community invites Subaru owners to join, connect & shape their experiences…
Subaru of America Inc. has rolled out its SubieCrew driver community, 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, officials note in a press release.
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.
“Our owners are our greatest advocates and we’re incredibly grateful for the enthusiasm our ambassadors bring to the Subaru community,” said Joseph Pawlicki, owner loyalty manager, Subaru of America Inc. “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.”
Ambassadors will lead events and activities with support from Subaru and its national retailer network, along with thousands of active volunteers. Each chapter will help develop events and experiences designed to turn 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.
Real-World Connections
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, according to the report.
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 resulting multifaceted campaign looks to reach 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. Events could range from larger flagship gatherings tied to major Subaru initiatives including new vehicle launches, to hosting pet adoptions and community cleanups, Cars & Coffee meetups and trailhead gatherings.
