Williams Subaru are honored to receive the 2026 Subaru Love Promise HEART Award.
In recognition of our commitment to our customers and community.
We are honored to be nationally recognized by Subaru of America, Inc. for our dedication to living the Subaru Love Promise.
The 2026 Subaru Love Promise HEART Award recognizes Subaru retailers who use the principles of HEART: Honesty, Empathy, Appreciation, and Respect to earn your Trust.
We have been recognized for providing exemplary customer service and staying committed to our community.
Here at Williams Subaru, we love making a positive impact on the lives of all of our customers, employees, and neighbors. We thank you for your support.
What is the Subaru Love Promise®?
The Subaru Love Promise® is our vision to show love and respect to all people at every interaction with Subaru. Subaru and our retailers believe every day gives us an opportunity to positively impact the world around us - by how we support each other, our customers, and our community. Together, we are committed to making the world a better place. The Love Promise is what makes Subaru More Than a Car Company® and a Subaru retailer More Than a Car Dealer®. It sets a standard that we are committed to living every day.
What is the Subaru Love Promise Community Commitment?
At Williams Subaru, we believe in being a positive force in our community, not just with donations, but with actions that set an example for others to follow. We aim to make the world a better place through several key initiatives that help support and protect people, pets, and our planet:
How is Williams Subaru dedicated locally to the Love Promise?
Our Love Promise is to be involved with various local partnerships, charities and non-profits organizations. We're grateful for the opportunity to serve and be a part of our community.
Capital Area Humane Society, Potter Park Zoo
Quiet Water Symposium
Willow Elementary School
Operation Warm
LLS @ Sparrow Hospital
Love Promise Stories from Williams Subaru
Subaru and Williams Subaru believe in making a positive impact on the communities in which we live and work. We uphold that belief through our Love Promise Community Commitment. Every month, we select inspiring stories from customers and partners from around our area who strive to support our collective commitment and feature them here
The Boys & Girls Clubs of Lansing Stays Warm Thanks to Subaru - Kyra B
The Boys & Girls Clubs of Lansing serve over 3,000 youth annually, many of whom face systemic barriers related to poverty, food insecurity, and educational inequity. Because of this, we keep membership costs to only $10 per child annually to reduce the barrier of cost to families searching for quality after-school youth programming. In addition, we are always on the lookout for more opportunities to provide meaningful support to our kids and their families, which is why we were so excited to partner with Lansing Subaru and Operation Warm this season. Every winter, many of our kids have to make do with what they have and rarely get the chance to pick out something new just for themselves. During this event, all of our Club members got the chance to pick a new coat and a new pair of shoes, but the only thing warmer than the new winter apparel were the smiles on the kids' faces. Upon seeing all the options laid out before him, one Club member exclaimed, "I get to pick out any one of these?!" It was a very exciting day here at the Boys & Girls Clubs of Lansing and very inspiring to have our organizations come together to provide warmth for the most vulnerable population in the Greater Lansing community, our youth.
Williams Subaru Loves To Help - Kyra B
The Boys & Girls Clubs of Lansing received new coats and shoes for Club kids through Subaru Loves to Help with Williams Subaru of Lansing—smiles were everywhere as kids picked items to keep them warm all winter.
Williams Subaru Loves Pets - Penny M
Capital Area Humane Society is incredibly grateful for Williams Subarus generous partnership and ongoing support. Their commitment helps us make a greater impact
Williams Subaru Loves to Learn! - Nicole B
As principal of Willow @ Riddle Elementary School, I am thankful to Williams Subaru for supporting our students. Their generosity brought smiles, excitement, and meaningful experiences that strengthened our school community.
Williams Subaru Loves to Care - John F
Our friends at Williams Subaru have provided an invaluable service to University of Michigan Health-Sparrow and the Mid-Michigan region through their continued generosity. As a not-for-profit health system, we rely on generous community donors to help us protect the health of our communities. Williams Subaru once again came through this year with its donation of blankets and patient care kits to patients at the Herbert-Herman Cancer Center. These kinds of gifts are unbelievably important to patients enduring some of the toughest times of their lives. The comfort of a hand-made blanket and other times cannot be overstated. Patients themselves have told us how important they are as touchstones to normalcy.
Saved My Life - Bruce C
"Subaru’s Love Promise is more than just words - it’s a commitment to to make the world a better place by showing love, respect, and care for their customers and communities. I experienced this Promise firsthand at Williams Auto World in Lansing, Michigan. During a service appointment for one of our family’s two Subarus, I was greeted warmly by Service Advisor Leandro Martins. After some pleasant conversation, we set up my work order. I settled into the comfortable lounge with a clipboard of printed Sudoku puzzles and enjoyed Subaru’s complimentary popcorn and soft drinks while I waited. At the time I was taking medication for high blood pressure which sometimes made me dizzy after sitting for too long. When I stood up and walked over to recycle my completed Soduku puzzles in their bin, I suddenly became lightheaded, lost consciousness, and collapsed. My awkward and severe fall left two open wounds. A broken bone in my foot had forced my ankle bone outward through the other side. I lay bleeding on the floor in serious condition. Thankfully, Leandro - who, in addition to being a Service Advisor, had trained and worked earlier as a Physical Therapist and a Registered Nurse- rushed to my aid. He quickly managed the situation, assigning task to the staff, a belt was used as a fashion a tourniquet, stopping the bleeding, and calmly called for an ambulance. He notified the hospital of my injuries so they could prepare for emergency treatment and helped me call my wife to explain the situation. Meanwhile other Subaru employees stepped in with kindness and concern, doing everything they could to help. After extensive surgery and months of recovery, I’m happy to be healed, walking, and even playing Pickleball at 80. I know I owe much of that outcome to Leandro’s quick thinking and the caring, competent staff at Williams Auto World. Thank you, Subaru, for living up to your Love Promise when I needed it most!"
Williams Subaru MI Supports Boys & Girls Club of Lansing - Eli T
Imagine having to go without a coat, shoes, or even socks. For millions of children and adults experiencing homelessness and other urgent need situations across the country, even here in Lansing, this can be a harsh reality. Helping others is the key to a strong community which is why Williams Subaru believes in helping to support individuals and families in urgent need. This season, for our Subaru Loves to Help® initiative, we are partnering with Operation Warm®, a national nonprofit focused on connecting children with the resources they need to thrive. Through this partnership and other historical Subaru Loves to Help efforts, Subaru and retailers like us will have helped nearly 900,000 children and adults in urgent need so far. On 2/6/25, Williams Subaru partnered with Boys & Girls Club of Lansing and donated 252 coats and 252 shoes/socks to children in urgent need. These essential items not only help keep children protected, warm, and dry, it can have a significant impact on a child’s mental and emotional well-being.
Warmth and Hope: Williams Subaru Loves to Care - Mary G
Patients at University of Michigan Health-Sparrow Lansing received a comforting gift this week, thanks to a heartfelt delivery from Williams Subaru. As part of the nationwide Subaru Loves to Care initiative, dealership staff personally dropped off dozens of warm, cozy blankets to patients undergoing treatment, bringing a moment of warmth and encouragement during a difficult time. This gesture is part of Subaru of America's ongoing commitment to supporting those affected by cancer and other serious illnesses. Through a partnership with The Leukemia & Lymphoma Society (LLS), Subaru retailers like Williams Subaru participate in an annual blanket delivery program to hospitals and treatment centers across the country. “At Williams Subaru, we believe in doing more than selling cars—we believe in caring for our community,” said one Williams Subaru Staff Member. “Through Subaru Loves to Care, we’re honored to provide a small comfort to patients who are going through so much.” The delivery included not only soft fleece blankets but also handwritten messages of hope from Subaru customers and staff. These messages serve as a reminder that even during the toughest battles, the community stands with patients in solidarity and support.
Williams Subaru Loves to Help - Ronald S
Imagine having to go without a coat, shoes, or even socks. For millions of children and adults experiencing homelessness and other urgent need situations across the country and even here in Lansing, this can be a harsh reality. This February, Williams Subaru is visiting a local organization to provide children in urgent need with brand-new coats, shoes, and socks. These essential items not only help keep children protected, warm, and dry, they can have a significant impact on a child's mental and emotional well-being. Thank you Williams Subaru!
Williams Subaru Loves Pets - Julia W
We are overwhelmed by the kindness, generosity, and support from our local Subaru dealer, Williams Subaru. They are genuinely invested in animal welfare and are always looking for ways to support the homeless pets in our community. The love for pets radiates throughout their dealership. When shelter animals stop by for a visit, they are right at home with the wonderful staff who clearly understand the important role pets play in the human experience. Whether they are hosting an adoption event, providing our organization with a vehicle to transport animals to adoption locations, sponsoring our Walk for the Animals and annual gala, or collecting much needed donations for the shelter, we can always count on our local Subaru dealer to be there for the pets in our community. When you hear that "Subaru Loves Pets" you see that in action at Williams Subaru. We are incredibly grateful for all that they do for the Captial Area Humane Society.
