For the past 14 years, American and Canadian Subaru owners are entitled to a free badge that celebrates their vehicle and their passions
While Subaru may not be the largest brand globally, it certainly evokes a great deal of affection and loyalty from its drivers. And to show how much it loves them back, Subaru is offering owners a charm bracelet of sorts, akin to the popular Pandora bracelets, but made for their cars.
It’s called the ‘Badge of Ownership’ program, and as the name suggests, it enables owners to affix a personalized badge to the rear of their vehicle. To start with, there’s a blue ‘Loyalty Number’ that notifies onlookers to how many Subarus you’ve owned before.
In addition, there are “Lifestyle Icons” that work a bit like badges in the scouts. The little add-ons allow owners to make their badge truly personal, and celebrate things like recycling, martial arts, kayaking, animals, pride, and, of course, rallying. The automaker offers 11 “Loyalty Number” badges (1 through 10+) and 33 lifestyle icons. You can suggest a new one if your passion isn’t represented in that list.
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Subaru says it has handed out more than a million of these badges — and “handed out” is the correct verbiage, because the badges are free. All you have to do to get one is enter your VIN number, and make your selection.
The program has been going on since 2010, but if you weren’t aware of that, you are not alone. The topic was recently brought to the attention of many people (including myself) thanks to a Tiktok video posted by @usmcbourbonwife.
In the clip, she affectionately calls the Subaru Forester her “car soulmate,” and is clearly delighted by the offer. She admits that she thinks she might be “late to the party”, but says that she wanted to let other people know about it because she “thought it was cute.”
The badges are available whether you own a new vehicle or a used one, and can be purchased no matter how long you’ve had it for. They stick to the back of the car thanks to an adhesive, but be sure to line it up right, because Subaru recommends asking a professional to remove it, if you need to. The ‘Badge of Ownership’ program is available in Canada and all U.S. states except for Hawaii.
@usmcbourbonwife Subaru owners..did you know this? I prob wont display them all.. but I thought it was cute. #subaru #subaruforester #free #subarubadge #subaruowners #subarugirl #subarugirlsoftiktok #cc ? original sound – Danielle Beards and Bourbon
