“Paybacks,” goes the old adage, “are a bitch.” Not always. Subaru’s “Share the Love” campaign seems to be paying off for everyone involved.
In December, the automaker unveiled a one-month program aimed at contributing $250 for every car the company sold to one of five major non-profit organizations. On Thursday, at the Chicago Auto Show, Subaru marketing chief Tim Mahoney announced that the program had generated a hefty $4.7 million for the charities.
“We know how difficult the economic times are, and non-profits are having a particularly hard time,” said Mahoney, explaining the logic behind the unusual program, which allowed buyers to direct which of the target organizations got their $250. “When you’re struggling, it’s hard to think about others.”