Subaru's annual Share the Love Event is officially underway.  The 18th annual holiday event kicked off with an ad campaign on November 20th and runs through January 2nd, 2026.  Subaru hopes to raise more than $30 million this year through the campaign linked to sales.

Here's how it works: During the event, Subaru says it will donate $250 for every new Subaru vehicle purchased or leased at participating retailers nationwide to  the customer’s charity of choice. Additionally, Subaru retailers can select up to two hometown charities in their community to receive at least an additional $50 for each vehicle sold or leased to accompany the original donation.  Many retailers will also donate $5 to their registered hometown charities for every qualifying Subaru vehicle routine service visit during the campaign period.

Photo: Subaru.

For 2025, Subaru and its retailers will once again support four national charity partners: The American Society for the Prevention of Cruelty to Animals® (ASPCA®), Make-A-Wish®, Meals on Wheels, and the National Park Foundation, alongside 837 local hometown charities selected by retailers.  (The four national charities will receive a guaranteed minimum donation of $250,000 each.)

The nearly launched ads are "Prom" that highlights Make-A-Wish® and "Love Comes Home” that highlights the work that Subaru retailers do each day, supporting hometown charities in their respective communities. 

Over the last seventeen years, Subaru says it along with its participating retailers have donated nearly $320 million to help those in need through the Subaru Share the Love Event, supporting more than 2,700 hometown charities.  Subaru's goal is  to surpass a total of $350 million this year.