Peter Lyon
October 2, 2025
Subaru of America has just joined forces with the ASPCA. Today, the Japanese brand announced that as part of its Subaru Loves Pets initiative, the automaker and more than 630 of its participating retailers will provide over $3.1 million in direct financial assistance to local animal shelters nationwide through grants administered by the ASPCA (The American Society for the Prevention of Cruelty to Animals). As the largest corporate donor to the ASPCA, Subaru aims to improve the lives of as many shelter pets as possible, helping to cover costs associated with adoption preparation, veterinary care, and other critical services.
According to the ASPCA, approximately 5.8 million animals entered shelters in the U.S. in 2024, which is why throughout October, Subaru retailers nationwide will host in-person adoption, microchipping, and other types of pet-focused events to help ensure that animals in need can find homes. Subaru will also donate $20 to the ASPCA with the purchase of select items from Subaru Parts Online in October, up to $10,000.
Alan Bethke, Senior Vice President of Marketing, Subaru of America said, “Subaru has an unparalleled devotion as advocates for the unconditional love that pets bring into our lives. By partnering with the ASPCA and our strong network of participating retailers, we are helping shelter animals find homes in communities nationwide.”
To drive additional awareness and support for pets everywhere, Subaru will celebrate the seventh annual National Make a Dog’s Day on October 22nd. On this special holiday, created by Subaru, the automaker invites dog lovers everywhere to do something extra special for their canine companions and share these moments on social media using the #MakeADogsDay hashtag. This year, Subaru is encouraging all people to consider adopting, fostering, or otherwise supporting a shelter pet or a cherished “Underdog,” an older or disabled shelter dog.
CARLIST THOUGHTS
Every carmaker should get involved in such noble initiatives. Subaru will amplify its Subaru Loves Pets and National Make A Dog’s Day initiatives with an integrated ad campaign celebrating the original pack of “Underdogs” and sharing an inspiring new message. The automaker’s new 30-second spot, The First Thing You Notice, will be featured on October 22 as an “Isopod” feature on NBC’s TODAY Show and will air across streaming and digital platforms, including Peacock, Hulu, and Roku, throughout October.
