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Subaru Is Now Number 2 Ahead Of Top Luxury Brands In New Report

Does Subaru have a good reputation with its customers? See how the automaker ranks with Toyota, Honda, and luxury brands like Lexus.

Subaru, who makes the 2021 Forester, Outback, and Crosstrek models, is one of the smallest automakers but does a lot right when engaging customers. A new report from ranks tiny Subaru the number two non-luxury brand regarding visibility, sentiment, and engagement of its customers. When Subaru ranks with luxury brands, they score number three ahead of all but Lexus. ranks 18,000 automotive brands and retailers in the U.S. on a scale of 0 to 1,000 based on visibility, sentiment, and engagement. The scores are measured using online data reviews, listings, search results, social media, and customer engagement on Google, Facebook,, and Edmunds.

2021 Subaru Forester, 2021 Subaru Crosstrek, 2021 Subaru Outback

Nissan USA scored number one among non-luxury brands with a reputation score of 681 compared with 672 in 2019. Subaru of America is second with a reputation score of 669, up from 2019 when it scored 647. Subaru finished ahead of Toyota, Ford, Mini, Hyundai, Chevrolet, Dodge, GMC, and Buick to round out the top ten auto brands.

Subaru is the number three automaker in the study when included with all luxury brands. Lexus was the highest-ranking luxury brand in the U.S. with a score of 673, and Subaru was close behind at 669. Subaru scored ahead of luxury brands Acura, Lincoln, BMW, Mercedes-Benz, Audi, Infiniti, Porsche, and Tesla.

2021 Subaru Forester, 2021 Subaru Crosstrek, 2021 Subaru Outback

Why is Subaru’s sentiment high?

It’s all about how Subaru connects with its customers and keeps them talking about the brand. Another study from Engagement Labs, an industry-leading data and analytics firm, recently released its TotalSocial ranking of the top automotive brands in the U.S. based on social influence.

Subaru moved up eight spots to fifth place in the Engagement Labs study due to a spike in both online and offline sentiment. Subaru leaped ahead of Ferrari, Mercedes-Benz, Lexus, Jeep, and Tesla to take the number five spot.

2021 Subaru Forester, 2021 Subaru Crosstrek, 2021 Subaru Outback

Subaru recruits Ambassadors

Subaru finds owners who are passionate about their cars. Ambassadors are an exclusive group of energetic individuals who are volunteers, not paid for their time spent spreading the word about the Subaru brand. Ambassadors get free goodies like official Subaru Ambassador apparel and other Subaru gear to help talk about the cars they love. It’s their passion as they partner with Subaru to be an extension of the brand.

Subaru of America also rolled out a content-driven website called MeetAnOwner featuring over 100 loyal Subaru owners of various models. It includes their first name, how long they’ve owned their Subaru, a short description of how their car fits their lifestyle, and some even post a walk-around video. Potential customers can send them a message, ask questions, and get a response back from the Subaru Ambassadors.

Subaru, who makes the 2021 Forester, Outback, and Crosstrek, says they are more than an automaker. They are one of the smallest automakers, but they do a lot right when engaging customers.

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Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.

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Photo credit: Subaru


Lorenzo (not verified)    October 28, 2020 - 12:53AM

Nissan and Subaru both have very bad cvt transmission issues, I truly hate both '14 and 17' Foresters we use at work, both had transmission rebuild and they are cheaply made in/out there's hollow plastic everywhere and probably the most uncomfortable vehicles I had the opportunity to drive, plus they're already rusting. Truly horrendous.

FiveStringBass (not verified)    October 28, 2020 - 4:08PM

On vacation the other week a passerby asked how I liked my Subaru. Short answer: it's my third consecutive Forester, each better than the last. I then saw that he wore a Ambassador t-shirt. His son and wife also drove Subarus, no surprise there. Chatted with them for a while about features, etc.