Subaru brought a $5 million check to the Chicago Auto Show, its payout to five charities that participated in the automaker’s second annual Share the Love campaign.
The marketing program gave end-of-year buyers the ability to earmark a $250 donation to one or more of the five charities, a project Subaru officials saw as a more socially conscious – and effective alternative to traditional rebate programs.
A year ago, the first Share the Love program raised $4.6 million but despite the overall weak economy, Subaru was able to boost its collective gift to $5 million in the latest program. That reflects the fact that the Japanese maker was one of only three brands to gain both sales and market share in 2009. Subaru’s share surged from a modest 1.4% to 2.1%, noted Brian Johnson, the automaker’s advertising director.