The Subaru co-op program allows you to promote your dealership while getting reimbursed for eligible ad campaigns, which can both boost your overall sales and save you money on advertising. In this article, we’ll discuss how the program works, why it’s worth looking into, and how Dealer Stream’s automotive marketing co-op solutions make it easy for you to use your co-op funds in the best way possible.
What is the Subaru Co-Op Program?
The Subaru co-op program, formally known as the Subaru Advertising Fund Program (SAF), is a marketing reimbursement system that’s meant to help dealers with their local advertising. Subaru corporate does this by setting aside money to help cover your advertising expenses, as long as your campaigns meet certain guidelines.
In essence, you’ll spend money on approved automotive advertising, submit proof of that advertising to Subaru, and then Subaru will reimburse you for part of your costs. The benefit is that you get dealer advertising reimbursement, while Subaru gets assurance that its branding stays strong and consistent across its dealerships.
Why Should You Consider the Subaru Advertising Fund Program?
With the Subaru advertising fund program, you as a dealership will get many benefits.
Financial Help
Marketing can get expensive, but with dealer advertising reimbursement through Subaru, you can stretch your budget further and run more campaigns, or run your existing campaigns on a larger scale for longer.
Consistency
Subaru wants to make sure all its advertising stays in line with its current brand image. Because of this, they give you clear guidelines, which can make your marketing materials cleaner and more polished.
Flexibility
While Subaru sets rules that they’ll want you to follow in order to remain eligible for reimbursement, you’ll still have plenty of room to explore creative automotive marketing ideas.
Better Reach
Since your budget will stretch further with the financial help from Subaru, you can run campaigns to reach more people and, ultimately, get more sales.
How Does Dealer Advertising Reimbursement Work?
The Subaru co-op program typically reimburses a percentage of the money you spend on advertising, depending on the type of media you choose and the kinds of campaigns you run.
For example, you may run digital ads on approved platforms, print advertising in newspapers or magazines, streaming TV or radio commercials, direct mail campaigns or event sponsorships. The choice is up to you, but the key is that your ads have to follow Subaru’s branding guidelines and be pre-approved or submitted for approval. Once you provide proof of payment and placement, Subaru will reimburse you for a portion of your total spend.
Though dealer advertising reimbursement isn’t complicated, it’s important that you stay organized. If you miss deadlines or forget to file the right paperwork, you may no longer be able to get the reimbursement you were expecting.
What’s the Automotive Advertising Angle for Subaru?
One of the smartest things you can do when crafting your advertising is to lean into Subaru’s established branding. The company has worked hard to build a reputation for safety, adventure and family, and their customers already associate Subaru with things like dogs and mountains. If you can match your dealership marketing with these values, you’ll be able to tap into this image and connect with the right buyers.
What Are Some Automotive Marketing Ideas for the Subaru Co-Op?
Now that you understand the basics, how can you make the Subaru co-op program work for your dealership? Here are some automotive marketing ideas that fit within the Subaru co-op program.
Paid Search
At Dealer Stream, one of the first types of ads we recommend running are Google Ads using display campaigns. Subaru co-op funds often cover digital advertising because it drives local traffic directly to your dealership, so the ROI tends to be high. Also, Google Ads are highly trackable, which can help you improve your campaigns over time. We suggest targeting high-intent keywords like “Subaru dealership near me” or “2025 Subaru Outback deals.”
Social Media
Using social media platforms like Facebook, Instagram and TikTok is a great way to reach younger audiences and highlight the adventurous side of Subaru’s brand. Some ideas may include showing off your latest inventory, lease deals or community events within the ads.
Video Marketing
Subaru customers tend to be lifestyle-driven, which makes video the perfect way to capture that spirit. You can try YouTube pre-roll ads or OTT (streaming TV) campaigns, both of which usually qualify for dealer advertising reimbursement.
Local Sponsorships
If your community has local marathons, pet adoption events or outdoor festivals, this is another great automotive marketing idea, since Subaru’s brand identity is tied to community and adventure. Sponsoring these events and getting reimbursement through the Subaru advertising fund program lets you build goodwill while marketing your dealership.
Email Campaigns
Email marketing campaigns can also be covered under Subaru’s reimbursement program. Try sending seasonal service specials or emails about new arrivals and financing options.
What Are Some Mistakes Dealers Make with Subaru Co-Op Advertising?
Even though the Subaru co-op program is fairly straightforward, dealers sometimes run into trouble. Here are a few common pitfalls we suggest you avoid.
Not Following Brand Guidelines
If your ad doesn’t match Subaru’s look, tone or legal disclaimers, it may not qualify for reimbursement.
Missing Submission Deadlines
Subaru has strict timelines for filing reimbursement claims. It’s best not to wait until the last minute to submit your claims.
Overcomplicating Your Message
Subaru ads should be simple and on-brand. Avoid cluttered layouts or off-brand colors.
Not Tracking ROI
Just because Subaru helps pay for the ad doesn’t mean you should run campaigns blindly. Track performance so you know which strategies bring in leads.
Learn More About Automotive Advertising with Dealer Stream
If you really want to take advantage of the Subaru advertising fund program, we suggest working with an agency that has experience with co-op programs and knows Subaru’s rules.
Ready to get started? At Dealer Stream, we help dealerships manage their co-op advertising dollars by taking over the process, making sure your campaigns are compliant and driven by results. If you’re interested in learning more about our car dealership marketing services, contact us today.