Camden, N.J. – – September 28, 2026 -- Subaru of America is rolling out SubieCrew, a new owner engagement program that will establish 50 local chapters across the U.S., giving Subaru drivers structured ways to meet up, volunteer and shape brand events in their own communities.

Nearly 700 ambassadors will lead new city chapters

The program is powered by close to 700 volunteer ambassadors, who will fill roles such as Chapter Lead, Director and specialized team members at each of the 50 chapters. Ambassadors organize events ranging from Cars & Coffee meetups and trailhead gatherings to pet adoptions and community cleanups, with support from Subaru of America and its national retailer network.

New web app tracks RSVPs and event goals in real time

Subaru built a dedicated web app that lets ambassadors create and manage local events, set group participation goals, and track RSVPs as they happen. Larger flagship gatherings will tie into major company initiatives, including new vehicle launches.

Members get SiriusXM and other partner perks

Ambassadors receive early access to events, input on product development, and partner benefits such as complimentary SiriusXM radio. Subaru says the redesign responds to research showing many Gen Z and Millennial consumers feel "digitally exhausted" and are seeking more in-person experiences.

Joseph Pawlicki, Subaru of America's Owner Loyalty Manager, said the company built SubieCrew to give owners' enthusiasm structure and reach, turning individual interests into collective local impact.

Subaru worked with creative agency Motive and digital transformation agency Wondersauce, both part of the Project Worldwide network, to build the program's digital presence and event activations.