Subaru, How’s Your Reputation Now?

Reputations Are Hard To Build And Easy To Lose

Subaru has spent decades building brand awareness and, more importantly, its reputation. When you think of Subaru, what comes to mind? It could be its all-wheel-drive vehicles, but it's also likely to be its corporate citizenship. 

What Have You Done For Me Lately?

They do a lot of good in the community. For instance, Subaru's most recent community service initiative involved partnering with the Leukemia and Lymphoma Society (LLS) during Subaru Loves to Care Month in June. They organized blanket deliveries to cancer patients, showing their commitment to supporting those in need. 

Subaru says, "The renewal of this partnership shows the deep commitment of Subaru and its retailers to supporting patients and families affected by blood cancer." 

E. Anders Kolb, M.D., President and CEO of The Leukemia & Lymphoma Society, says, "As a pediatric hematologist-oncologist, I've seen firsthand the joy that unexpected gifts bring to cancer patients, especially kids going through treatment. We are so grateful to our long-standing partner Subaru and its retailers for their generous contributions and blanket deliveries and for recognizing patients' experiences in a meaningful way that lifts their spirits and reminds them they are not alone."

Subaru, How's Your Reputation Now? 

Last year, Subaru of America was ranked 16th among the most visible brands in America on the 2023 Axios Harris Poll 100 Reputation Rankings. This year, they've moved up a spot to number fifteen. The trend is up. Check out my recent story here. 

The survey results are from the Axios Harris Poll 100 Reputation Rankings, a partnership between Axios and Harris Poll. This ranking is based on 20 years of Harris Poll research and is considered a reliable gauge of the reputation of the most visible brands in America.

Axios says, "We first surveyed 6,273 Americans from a nationally representative online sample from January 16 to 27, 2024, to understand the public's top-of-mind awareness of companies that either excel or falter in society."

Excelling or Faltering?

Subaru is excelling in its reputation with the American public. Here are the recent scores. 

Category Score For Subaru

• #10 Citizenship 75.1
• #11 Ethics 78.8
• #11 Character 76.8
• #14 Trust 78.9
• #19 Culture 78.6
• #22 Products and Services 80.0
• #22 Growth 79.5
• #22 Trajectory 79.3
• #27 Vision 79.0

These numbers above reflect Subaru's visibility and reputation among Americans surveyed. Subaru scored highest for its products and services, at number 22. 

But look at where they ranked #10. In Subaru's reputation ranking among all the top 100 companies, they score best in Citizenship. This ranking underscores Subaru's commitment to social responsibility and its efforts to make a positive impact in the communities it serves. 

Subaru of America says the prestigious honors exemplify the automaker's commitment to corporate citizenship and social impact through its Subaru Love Promise initiatives. 

These initiatives include a range of community-focused programs, such as the Subaru Loves to Care Month, where they partner with organizations like the Leukemia and Lymphoma Society to make a difference in the lives of those affected by serious illnesses.

Alan Bethke, Senior Vice President of Marketing at Subaru of America, says, "For years, national and local, our employees, retailers, and charitable partners have helped communities nationwide by supporting the causes and issues that impact them most. Acknowledgments like these are a great reminder of the importance of continuing this work together."

They also score very high in the Ethics, Character, and Trust categories, which are vitally important for any business. These rankings reflect Subaru's strong business values and its commitment to operating ethically, with integrity, and earning the trust of its customers and the public.

Jeff Walters, President and Chief Operating Officer, Subaru of America, Inc.: "We're proud to have moved up a spot to number 15 in the 2024 Axios Harris Poll 100 Reputation Rankings, which measures the public reputation of top companies in America, building our status as a trusted household name."

Want To Have A Social Impact? Buy A Subaru

In another recent award Subaru received from Forbes' "Best Brands For Social Impact 2024, impressively, Forbes ranked Subaru number two overall and remained the top brand in the automotive category. 

This is the second consecutive year Subaru has taken home the high honor. You can read my recent report here on why they scored above all other automakers. 

How Does Subaru Rank With Other Automakers?

In the 2024 Axios Harris Poll 100 Reputation Rankings, the highly visible Tesla Motors ranks 63rd among U.S. companies, and Ford Motor Company ranks 55th overall. Two automakers scored higher than Subaru: Toyota ranks 12th, and Honda is 7th overall. 

Subaru's reputation among the American public is trending up at 15th overall. In a Forbes article, Victor Lipman, who discusses leadership strategy, says, "Good reputations are hard to build, but wicked easy to lose." 

I am Denis Flierl, a top Torque News reporter since 2012. I’ve invested over 13 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

Photo credit: Subaru