Subaru owners personalize cars with hobby badges

Subaru's "Badge of Ownership" program allows owners to personalize their vehicles with badges representing their hobbies and interests, fostering brand loyalty. This initiative transforms cars into rolling expressions of owners' lives. The program, available to all U.S. Subaru owners, offers a selection of lifestyle icons to create a unique badge set. Owners can choose up to five icons, ranging from outdoor activities to community affiliations, to display on their vehicles. This marketing strategy, framed as a complimentary gift, encourages owners to become brand advocates. The program also provides Subaru with valuable data on customer interests, informing marketing and partnerships.