Subaru, known for its loyal customer base and outdoorsy image, quietly tracks surprisingly specific data about its buyers—including what animals they haul around in their vehicles. A recent internal slideshow revealed that three percent of Subaru Outback owners transport chickens, a fact that piqued curiosity about other animal-related habits among drivers.
The Numbers Behind the Trend
Automakers routinely collect demographic information on their customers, but Subaru went further, compiling data on pet ownership. The findings are both predictable and peculiar:
- Dogs: 48% of Subaru owners have dogs.
- Cats: 30% own cats.
- Fish: 4% transport fish.
- Chickens: 3% haul chickens.
- Birds: 2% carry birds.
While dogs and cats dominate, the presence of chickens and fish raises questions about why people are transporting these animals in their cars. The percentages are small enough to suggest niche behaviors, but large enough to be statistically significant.
Wilderness Trim: A More Animal-Focused Group?
Subaru also provided data specific to buyers of its off-road “Wilderness” trim. The numbers largely mirror the mainstream owner base, but with notable differences:
- Dogs: 58% of Wilderness buyers have dogs (a 10% increase from the general Subaru owner).
- Cats: 34% own cats (a slight increase).
- Fish: 6% transport fish (a noticeable increase).
- Chickens: 3% haul chickens (unchanged).
- Birds: 2% carry birds (unchanged).
The higher rate of dog ownership among Wilderness buyers suggests a correlation between an active lifestyle and pet companionship. This could be due to an increased willingness to manage pet-related messes, though the exact reasons remain unclear. The marginal increases in cat and fish owners further refine this picture.
Why This Matters
This data is not just a fun fact; it reflects Subaru’s deep understanding of its customer base. By knowing their interests, the company can tailor marketing and vehicle features accordingly. The fact that Subaru openly shares this information (even if it’s somewhat quirky) is unusual for the automotive industry.
Ultimately, these numbers are a reminder that car ownership often extends beyond transportation. For many Subaru drivers, their vehicles are an extension of their lifestyle—one that sometimes includes chickens, fish, and a whole lot of dogs.
