By Sheryll Poe, NADA Contributor

The love is now bigger than ever at Subaru. That’s according to Subaru President and CEO Tom Doll, who joined NADA’s Jonathan Collegio on the Live Stage for a wide-ranging “15 Minutes With…” discussion at NADA Show 2018 in Las Vegas.

Doll talked about how Subaru has transformed as a brand over the last decade and the challenge of converting minds within an organization, the importance of Subaru’s 631-strong retailer network, building brand emotion through the manufacturer’s successful “Love” marketing campaign, and its plans to extend market share to 5 percent by 2021-2022.

Doll and Collegio also discussed Subaru’s upcoming National Business Conference in Philadelphia, the manufacturer’s new headquarters, and the upcoming roll-out of a new 3-row SUV — the Ascent.

Watch more from this session in the video below.

Follow all the action on the NADA Live stage, including more “15 Minutes With…” panels throughout the day on our live content stream at

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National Automobile Dealers Association