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Subaru’s Alan Bethke Scores Top 10 Spot on MotorTrend’s Power List

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Some of Subaru's partners in the Love Promise
Just a few of Subaru’s partners in the “Love” promise
Photo: Subaru

Every year, MotorTrend releases its Power List: a definitive ranking of the 50 most influential and powerful players in the automotive industry. The 2020 Power List includes immediately-recognizable public figures like Elon Musk, numerous CEOs, and forward-thinking AI engineers trying to revolutionize the self-driving car market. Situated right near the top, coming in at spot number ten, is Alan Bethke, the Senior Vice President of Marketing, Subaru of America, Inc.

Whatever you need: Subaru has a vehicle for you

Alan Bethke was recognized by MotorTrend primarily for his exceptional work on the Subaru “Love” campaign. Over his 15 years with the company — ten of which he’s spent growing the movement — Bethke’s efforts have completely redefined the brand’s identity and made Subaru synonymous with love. The impact of this creative endeavor is evident not only in the campaign’s pop culture penetration, but in the fact that Subaru has seen ten consecutive years of increased sales figures.

“It’s an honor to be included in the MotorTrend Power list,” Bethke said. “For more than ten years, our marketing efforts have tied back to one core emotion: love. The success of the campaign is directly attributable to Subaru Corporation’s ability to continue building cars that people love, making our marketing efforts true to our products. Year after year, the Subaru “Love” campaign has not only embodied Subaru, its owners and its retailers, but it has also transformed the perceptions of what a car company can and should be.”

Alan Bethke is an award-winner: Just like the brand he represents

Over the course of the “Love” campaign, Subaru’s efforts have done far more than help sell new cars. Through partnerships with organizations like the Make-A-Wish Foundation, Meals on Wheels, the National Park Foundation, the ASPCA, Teach for America, and more, the automaker has been a genuine force for good all across the globe.