What do the stars in the Subaru logo mean, and what do they represent? CEO and President of Subaru of America, Tom Doll, sent out a communication recently to its U.S. retailers. Doll asked them nicely to not act like typical car dealers who take advantage of customers and mark up vehicles above the Manufactures Suggested Retail Price (MSRP) during the new 2022 Forester, Outback, Crosstrek, and other model shortages.
Last month, Doll sent out a letter to its retailers asking them to "honor the Love Promise in all customer interactions." The letter from Doll says Subaru has received many customer's letters and emails "voraciously complaining about sales of Subaru models at prices above MSRP."
photo credit: Schumacher Subaru of West Palm Beach
What does this have to do with the Subaru logo?
The new 2022 Subaru Forester, Outback, and all models have six stars in the logo. Some say they reference the Pleiades star cluster in the Taurus constellation, which is said to be easy to spot in the night sky above Japan. Others say the large star symbolizes Fuji Heavy Industries, and the five smaller stars indicate the five companies that merged to form FHI. But who knows?
Subaru of America CEO Tom Doll closes his communication with his retailers by urging them to "please stay star full!" This isn’t a reference to the Pleiades star cluster, which many say the Japanese automaker gets its logo and name.
photo credit: Cross Creek Subaru
Who are the stars?
Now we know what the Subaru logo represents in 2022 and beyond. Doll tells his U.S. retailers that the stars in the logo represent those who are the real stars when they treat customers with respect and "honor the Love Promise in all customer interactions."
Subaru of America isn't your typical auto manufacturer that only cares about making profits. Subaru cares about its customers and wants to keep them as repeat customers. Some automakers like Hyundai and Kia are charging well above MSRP during the new model shortages. But those customers will regret their decision when they realize they paid too much.
Subaru isn't perfect
Subaru of America makes mistakes and has not always done the best thing for its customers. Overall, the brand puts its customers first and has their best interest in mind when they sell a new Forester, Outback, Crosstrek, and other new all-wheel-drive models.
The letter sent out by Doll reveals that not all Subaru retailers are playing by the same rules of the "Love Promise." The communication from Doll says Subaru of America has received many customer's letters and emails "voraciously complaining about sales of Subaru models at prices above MSRP."
Doll says markups well above MSRP go against the HEART (honest, empathy, appreciation, respect, trust) pillars which is the foundation of the Subaru brand.
We now know the stars in the Subaru logo represent the Subaru of America retailers who are star performers when they treat customers with respect and earn their loyalty. Tom Doll is the real star who understands customers have many car choices and they will go somewhere else if not treated well in the buying process.
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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: Schumacher Subaru