How effective are Subaru of America's TV spots?
For Diane, who recently purchased not just one but two 2025 Subaru Foresters, the automaker's TV spots drew her in.
Diane's decision to purchase two top-of-the-line 2025 Subaru Forester Touring trim levels was not solely based on the car's features. Her emotional connection to Subaru's warm and fuzzy holiday commercials truly sealed the deal.
You've likely seen the roadside billboards that say, "Do Ads Work? And then below, it says, "Gotcha." They say we got you to check out our billboard, so you should spend your ad dollars with us because they work.
We don't know how many people are affected because I've seen the same big board up for over a year as I travel I-45 from Galveston to Houston. So companies aren't standing in line trying to rent the space.
However, how well do car commercials work?
I don't know about other automakers' car ads, but according to Diane, who took the time to write a letter to Subaru of America, its car ads that show furry friends, outdoorsy activities, and safety work well.
So well, Diane and her husband purchased a 2025 Subaru Forester compact SUV.
Before Diane tells her story, imagine for a minute that you see a Subaru ad on TV with a cute dog, owners having fun in the great outdoors, or an Outback owner walking away from a horrific crash unscathed. You think that's a lot like me. I have a dog that rides in the car with me. I like to go outdoors and go for a hike. Or, I want to be safe if I'm ever in an accident.
The TV spots impact you so much that when you and your husband are considering a new vehicle, you tell your husband out of the blue one day, hey, what about a Subaru?
Of course, he's not a bit interested. He is seeking a new luxury SUV like a BMW X6, Audi X5, or Volvo XC90. You already own a Porsche Macan and a BMW 5 Series. He's used to luxury.
However, you don't buy a luxury BMW, Audi, or Volvo; you buy a practical 2025 Subaru Forester because you saw Subaru say it's about Love, which sticks with you.
But you aren't done with Subaru yet.
You love your new Subaru Forester so much that you decide to trade in your Porsche Macan and buy another new Forester for your second home that you visit regularly.
Here is Diane's story about how she and her husband had a change in perspective about Subaru.
In a letter to Subaru of America, Diane says, "In August 2024, we, the owners of a BMW sedan, were thinking about buying a new vehicle. While my husband delved into the worlds of Audi, Volvo, and BMW, I, who had warm and fuzzy recollections of Subaru's holiday commercials - said, "What about a Subaru?"
My husband was taken aback but did as his lovely wife recommended and quickly delved into the world of Subaru. Though the idea started on warm and fuzzy, it quickly turned into a full-fledged husband-generated mechanical/safety review.
Within a week, my husband, his brilliant wife, and mini wiener dog were happily sporting about in our Autumn Green Metallic 2025 Subaru Forester Touring.
Fast forward… We love our Forester so much that in October 2024 (two months after buying their Forester) - at a different location - we ditched our Porsche Macan and purchased the same Autumn Green Metallic Subaru Forester Touring.
To finish, Diana says, "By the way, our neighbor is now intrigued (with our Subaru Forester) and is looking into a Subaru. The bottom line is that your commercials are working - the dog, outdoorsy, and safety parts. We are delighted!"
Did Diane and her husband make a wise decision to buy a new 2025 Subaru Forester?
Buying a Forester is a step down from a luxury BMW sedan and Porsche Macan, but they did buy the top trim level Forester Touring ($41,810) with leather and all the bells and whistles.
Diane's husband did his homework and learned how good the Forester compact SUV was. He did a full-fledged mechanical and safety review. And he was likely surprised.
You can read my report here for more information on the next-generation 2025 Forester SUV.
You've seen the Subaru ads. Are they accurate about who the automaker is?
1. Subaru is true to its core values of making all-wheel-drive vehicles with a go-anywhere attitude. So, the outdoorsy commercials ring true because of the brand's off-pavement abilities. Customers with active lifestyles love the Subaru brand.
Subaru's excellent Symmetrical all-wheel-drive system and X-Mode technology outperform the competition. Now, Subaru offers the outdoor-themed Forester, Outback, and Crosstrek Wilderness trim levels that will get customers further off the grid.
2. Subaru of America is a significant supporter of the American Society for the Prevention of Cruelty to Animals (ASPCA), and every October, its retailers partner with local animal organizations to help prepare shelter pets for adoption through grants administered by the ASPCA and host pets events at their store.
Subaru says, "Pets make the world a better place, and Subaru is proud to help make the world a better place for them."
3. Safety is a core value for the brand, as shown in its vehicle's safety scores. Subaru vehicles, like the 2025 Forester, just earned a Top Safety Pick+ award from the IIHS, revealing that Subaru is serious about its customer's safety in the event of a crash.
Conclusion.
So, Subaru of America's ads are warm and fuzzy and make everyone smile. However, they get buyers in the door, and then Subaru does the rest. They aren't perfect, as you'll find out in the story below, but for the most part, they deliver on their promises.
Have you recently purchased a new Subaru? If so, click the red Add New Comment link below and let us know.
Not all Subaru customers are happy, however. Check out my report here and find out why Jaclyn is fuming mad. Its title is: I Took My Subaru Forester In For an Oil Change, They Tell Me I Need the 60K Check-In, My Oil Change Just Cost Me $1,000, A Fatal Flaw, Never Take It To a Dealer.
I am Denis Flierl, a Senior Torque News Reporter since 2012. My 30+ year tenure in the automotive industry, initially in a consulting role with every major car brand and later as a freelance journalist test-driving new vehicles, has equipped me with a wealth of knowledge. I specialize in reporting the latest automotive news and providing expert analysis on Subaru, which you'll find here, ensuring that you, as a reader, are always well-informed and up-to-date. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.
Photo credit: Denis Flierl via Subaru USA
Comments
If they had an Outback EV…
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If they had an Outback EV with real range and charging, I'd be interested. Touring with brown leather, please, like the other Subarus I've had.
An outback hybrid is coming…
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In reply to If they had an Outback EV… by Duke Woolworth (not verified)
An outback hybrid is coming out next year, might be nice
She doesn't have a husband,…
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She doesn't have a husband, she has a wife.
Dumping a BMW and a Macan for two NA Subaru wagons is low T crazy work.
Ive had numerous bmw and…
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In reply to She doesn't have a husband,… by Nate Wind (not verified)
Ive had numerous bmw and Mercedes and the Subaru Forester is a better vehicle than either. I wouldnt buy anything else now.
I'm extremely unhappy with…
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I'm extremely unhappy with my Subaru after 100k miles it goes to junkyard on a linear scale. Failing one part after the other.
Clutch, Corroded exhaust, A/c, and the list goes on ..on
Subaru's are great cars …
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In reply to I'm extremely unhappy with… by Sai (not verified)
Subaru's are great cars ... I liked my BMW 750 I M sport with the exec package but when it reached 36,400 miles I sold it . Although it cost $134,000+ new these cars do not hold their value and are in chronic need of service. An oil change cost well over $200 and a Subaru is about $65.00
My best car was my Lexus 460 L AWD but after 38,000 miles I sold it and bought a Tundra capstone $81,000
For dependability Subaru rules as I used to buy one every 2 years and they are cheap enough to replace @25,000 miles as they hold their value
Not a bad idea, but you…
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Not a bad idea, but you should have bought 1 Outback, much better than a Forester and only slightly more expensive.
I will be buying my new…
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I will be buying my new Subaru Forester within the next 2 weeks. I love their commercials. My favorite was the man taking his dog to see his favorite places and his girlfriend. The safety features are another reason. I never thought about Subaru before the commercial. After lots of research I'm sold. My little guy will be safe as well.
I have a Forester, I love it…
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I have a Forester, I love it. I got rid of a mercedes for it and never regretted doing it
Long time truck driver here…
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Long time truck driver here and I've always kept a ranking of, IMHO, the worst, most annoying drivers by make or model and Subaru has always been at the top of the list. So this story checks out. The rest of my top five btw are Prius, Mustang, BMW, and any truck with a lift kit and/or super low profile tires.
I'm a retired truck driver…
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In reply to Long time truck driver here… by Doc (not verified)
I'm a retired truck driver and, at least here in California, I'd rank Tesla drivers are the worst, closely followed by Prius drivers and then most pickup trucks. Those in Subarus have not been an issue for me and I was driving over Donner Pass on Hwy 80 daily.
I have a Forester, I love it…
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I have a Forester, I love it. I got rid of a mercedes for it and never regretted doing it
I bought my first Subaru…
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I bought my first Subaru sometime back in the 90s. It was an outback with the standard four-cylinder engine. I thoroughly enjoyed that car but as things go something else caught my eye so I traded it. After a short period of time with whatever that car was, I traded it on another Subaru outback which I thoroughly enjoyed but again something else caught my eye anyway, after going through this routine with five outbacks, I am now driving my sixth Subaru outback a limited XT (my second limited XT). I think this is my forever car as I’m getting too old to be continually trading cars. I also want to say that I have not had a minutes trouble with any of my six outbacks. I have thoroughly enjoyed every one of them and end, I commend Subaru for making such reliable and enjoyable to drive vehicles.
Have you priced the Subaru…
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In reply to I bought my first Subaru… by Tom Ferrigan (not verified)
Have you priced the Subaru cost of scheduled maintenance? Check the 60000mile oil change and trans fluid and brake fluid and filters and more...
We are second time Forester…
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We are second time Forester owners and convinced the quality, safety and service are at the high end of the totem pole. As long as Subaru continues its current practice, we will have no reason whatsoever to buy anything else. You know the old expression " if it ain't broke, don't fix it". We are not dog owners, so cute and fuzzy have zero impact on our decision-making.
Two more foresters on the…
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Two more foresters on the road. Unfortunate. The forester is in the top 3 most annoyingly bright headlights on the road. Blinding drivers in front of you or on coming traffic is not safe Subaru. Road fatalities are increasing and it started when LED headlights were introduced.
My experience with my…
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My experience with my Forester has not been good. Bought new in 2018, have 14,000 miles on it and has never left the Cincinnati area. Purchased the Subaru factory extended warranty. The plastic trim around my rear hatch started to show the primer grey and when I showed it to tbe dealer was told paint is covered for only 36 months. Contacted Subaru and told the same thing. $900 out of my our pocket later
it was repainted. Two different bodyshop managers told me the same thing, parts were only hit with one coat of clearcoat vice the minimum of two required. Totally on Subaru and their lack of true customer service will bring me back to Honda.
Our first Subaru was a 2017…
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Our first Subaru was a 2017 Forester Limited. Great car, but we traded that in for our third Subaru, an 2021 Ascent Touring. With 2 kids, carpooling, and sports we needed the extra cargo and a 3rd row. Our second Subaru is a 2019 Crosstrek Limited. For that, we had to replace a totaled (The other driver lost control and smashed into our car, no injuries!) VW Jetta hybrid, which we loved but they stopped making hybrids and we wanted the AWD for winters anyway. The Forester only ever needed routine maintenance, 1 set of tires, a brake job, and scheduled service during the 70k+ miles we owned it. Same for the Crosstrek (25k miles), though we had to replace the radio/head unit under warranty because the touch screen stopped working. The Ascent (now at 45k miles) has had a few issues but is tiptop now. First, the OEM tires wore down in less than 20k miles. They apparently used a softer tire for road comfort but they don't last. We moved to some Cooper tires with a warning we'll feel the road more, but they have gone 10k so far with no sign of tread wear, and the road feel (bumps etc) difference is only slightly noticeable and still quite comfortable. Handling is same. Early on the Ascent started having repeated brake issues. It was starting to feel like we made a poor choice getting the Ascent. The service guy at Subaru once suggested the brakes might be carried over from the Forester model and may be undersized for the heavier Ascent. Very frustrating to hear. We replaced pads, disc's, etc, on 3 different occasions (fully covered by Subaru). Fortunately we learned of a recall for the early Ascent models related to the brakes. With that fixed it has been running perfectly, and braking smoothly with no concerns. We only ever get the cars serviced at the dealer. I've been around long enough not to trust most local repair shops unless I'm in a pinch. And with 100k extended warranties (worth it!) on both current cars (Crosstrek and Ascent) it makes no sense to go anywhere else anyway. As for scheduled maintenance, the dealer will always suggest recommended things like air filter changes etc. Some of that you can buy and replace yourself much cheaper. Sometimes you can wait another service cycle depending how dirty it is or whatever. Nothing else has ever cropped up, or coat more, that other car owner friends haven't also experienced. Overall, we have no complaints with our Subarus or with the maintenance service the dealer has provided. We love the cars and see no reason to switch. Next upgrade will come when Subaru has a proven electric or hybrid Ascent-type model available for a few years first.
I'm on my 3rd Subaru, the…
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I'm on my 3rd Subaru, the first was a 1976 coupe. It was totalled in a head on collision with a log truck, I walked away with only cuts on my arm from going through the windshield. We now have a Forester Wilderness and thoroughly enjoy it.
My wife and I own a newer…
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My wife and I own a newer Subaru Outback and love the car. Sadly, the Warm and Fuzzy feelings depicted by the corporate TV commercials is not passed directly to the dealerships. The dealership we bought ours from in a Desert City in So Cal tried to bait and switch us with a car they had transferred down from the Central Coast. The car that we selected from the Central Coast Dealer is not the car that arrived. And the dealership tried very hard to pass it off as the same car. So, I love our car, but the local dealer has some questionable sales tactics. So, in the End Dealerships are still Dealerships and buyer beware regardless of the car manufacturer :(
My wife and I are currently…
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My wife and I are currently driving our 2nd and 3rd Subaru Outbacks. We bought a 2018 Limited 4 cylinder and drove it 70,000 miles. During that 70,000 miles we traded a Chevrolet Cruise for a 2022 Subaru Outback Touring.
While getting the oil changed in the to18 my wife spotted a 2023 Outback Touring XT with Burnished Bronze paint. We nolonger own the 2018 Outback.
We found a Subaru dealership that includes oil changes as long as you own the vehicle so oil changes are free. As for services being expensive, the 60,000 mile service on the 2018 Outback was $795.00 at our dealership.
We are happy with our Outbacks. They are comfortable, reasonably quiet, economical, and the XT especially can be fun.
I rented a 2023 Outback from…
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I rented a 2023 Outback from Hertz for a few weeks in 2023. I hated the vehicle due mostly to the uncomfortable seats and ride. I wound up getting a new VW ID4 to augment my aging Jeep. Extremely happy now.