Subaru Tone of Voice — Loyal & Adventurous
Tagline: "Love. It's What Makes Subaru, a Subaru"
Industry: Automotive
Sector: Automotive
How Subaru Communicates
Subaru ties its cars to love, loyalty, and the bond between owner and vehicle. "Love. It’s What Makes Subaru, a Subaru" frames the brand around safety, family, dogs, and the outdoors — loyal, adventurous, warm. The voice is love-driven and heartfelt, selling cars wrapped in genuine emotion for the people, pets, and adventures they carry.
Tone Words
Subaru's brand voice is defined by the following tone words: Loyal, Adventurous.
Communication Style
- Language Style: Love-driven
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
Subaru Brand Story
Subaru built fanatical loyalty through all-wheel drive capability, reliability, and values-based marketing. The brand connects with outdoor enthusiasts, pet lovers, and those who value substance over flash.
Brand Message
Vehicles for people who love life and adventure
Brand Mission
Enable all people to enjoy the life they love
Brand Positioning
Core Concept: Emotional Connection
Central Tension: Mainstream vs. Unique
About Subaru
Subaru Industrial Power Products was the brand name for products manufactured by the Industrial Products division of Subaru Corporation, which were previously sold under the Robin, Robin-Subaru and Wisconsin Robin brand. The line was sold under the Subaru brand, used by Subaru's automobiles for greater brand recognition. Subaru decided to close down the Industrial business to focus on the car business, selling Subaru power to Yamaha. The company manufactured small engines, portable generators and de-watering construction pumps in Japan, China and at one time in Hudson, WI. The company's United States headquarters was located in Lake Zurich, Illinois. Subaru industrial engines, sold worldwide, were manufactured by partners in North America and Japan. Subaru's annual engine production exceeds 700,000 eighth largest engine manufacturer in the world.
Frequently Asked Questions About Subaru
What is Subaru's tone of voice?
Subaru uses a loyal, adventurous tone of voice. Their communication is love-driven, typically using statement-style sentences in the present tense. Their tagline "Love. It's What Makes Subaru, a Subaru" exemplifies this voice.
How does Subaru communicate with customers?
Subaru built fanatical loyalty through all-wheel drive capability, reliability, and values-based marketing. The brand connects with outdoor enthusiasts, pet lovers, and those who value substance over flash.
What is Subaru's brand message?
Subaru's core message: Vehicles for people who love life and adventure Their mission: Enable all people to enjoy the life they love
What is Subaru's slogan?
Subaru's slogan is "Love. It's What Makes Subaru, a Subaru". It carries their loyal, adventurous voice.
What is Subaru's mission?
Subaru's mission: Enable all people to enjoy the life they love
What makes Subaru's brand voice unique?
Subaru stands out through their loyal, adventurous communication style. Their central brand tension, "Mainstream vs. Unique", shapes how they communicate across the Automotive sector.
What language style does Subaru use?
Subaru uses love-driven language, with imaginative messaging, in statement-style sentences, using the present tense.
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