The 2020 Subaru Love Promise Customer and Community Commitment Award

We've been nationally recognized for our dedication to our customers, our community, and the Subaru Love Promise.

We're honored to receive the 2020 Subaru Love Promise Customer and Community Commitment Award. This award nationally recognizes elite Subaru retailers who provide an exceptional customer experience at every interaction with Subaru. These retailers have also demonstrated an outstanding commitment to supporting passions and causes in their local communities in important areas such as the environment, community, health, education, and pets.

The 2020 Subaru Love Promise Customer and Community Commitment Award

What is the Subaru Love Promise?

Subaru and our retailers believe in making the world a better place and the Subaru Love Promise is our vision of respecting all people. This is our commitment to show love and respect to our customers and to work to make a positive impact in the world.

Subaru Loves Pets

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Subaru Loves the Earth

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Subaru Loves Learning

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Subaru Loves to Help

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Subaru Loves to Care

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Whether they live in our homes or in the wild, Subaru is committed to keeping all animals safe and healthy.

A partner since 2008, Subaru has donated over $28 million to the ASPCA and through Subaru Loves Pets has helped support the rescue, transport, adoption and well-being of over 230,000 animals across the country. 


Loving the environment means more than loving the great outdoors. It means working to preserve it.

Since 2018, Subaru has partnered with TerraCycle.  Participating Subaru retailers collect hard-to-recycle trash that was headed to local landfills. We collect approximately 2 tons of this hard-to-recycle trash monthly, which will be converted to furnishings and other usable items and donated locally.


It’s our goal to make the pursuit of knowledge available to as many minds as possible.

Since 2015 Subaru, in partnership with the American Association for the Advancement Science, donated over 277,600 award-winning science books.  In addition, through our partnerships with Staples and we supported teachers and students with donations of S400,000 in gift cards and school supplies. 


In a perfect world, hunger would be history and hope would be commonplace. We believe a perfect world is possible.

In 2020, Subaru and its retailers made a donation to Feeding America to provide 50 million meals to help feed people in need during the COVID-19 crisis,* making meals available at 199 local food banks across the country.
*$1 helps provide at least 10 meals secured by Feeding America on behalf of local member food banks. 


We should all have a chance to lead a healthy life. We’re aiming to give as many people that chance as we can.

Since 2016, Subaru and its retailers have partnered with the Leukemia & Lymphoma Society (LLS) to donate over 167,000 blankets and 21,500 arts & crafts kits and reached nearly 150,000 patients in more than 780 hospitals nationwide. 

How is Charlie's Subaru dedicated locally to the Love Promise?

Our Love Promise can be seen in various partnerships with local charities and non-profits. We're grateful for the opportunity, not only to be a part of our community, but to serve it as well.

Kennebec Valley Humane Society, Androscoggin Humane Society, Maine Audubon Society
Cony High School, Winthrop High School, Messalonskee High School, University of Maine, Gardiner High School
United Way, Augusta Rotary , Big Brothers Big Sisters, YMCA, Maine State Golf Association
Maine General Medical Ctr, American Lung Association, Maine Breast Cancer Coalition, American Heart Association, National MS Society
 Subaru Love Promise Heart

Love Promise Stories from Charlie's Subaru

Subaru and Charlie's 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

Charlie's Subaru and The Nancy Shuman Shelter  –  Steve S

For the past 34 years, Charlie and Nancy Shuman as well as the entire Charlie's Subaru organization have been huge supporters of many local animal shelters and humane societies because of their tremendous love of animals of all kinds. Charlie's wife Nancy has been especially compassionate about this effort to help the animals and has given hundreds of hours of volunteer time to help out the animals. She and Charlie have always said that "We need to help out those who can not speak for themselves." Charlie, Nancy, and the rest of the Shuman family, as well as countless employees, have recognized the need for a new, state of the art animal shelter for some time. It was last year when Charlie's decided to step up big time for the cause that so many in the family and company feel so passionate about. Charlie has recently made a commitment to help fund the new project in the amount of $1,500,000 to $2,000,000! This commitment will hopefully help to speed up the process in erecting the new facility very soon, as Charlie and Nancy are very much aware of how important this new facility is for the animals. The entire Shuman Family as well as the Charlie's organization got some very exciting news a few weeks ago....the new shelter is going to be named The Nancy Shuman Animal shelter!!! Nancy and Charlie were in tears when they heard this exciting news!!! Since Charlie opened up his Subaru store in 1986, he always said to himself that if that his success allowed it, he would love to build a safe loving environment for all animals, and the dream shared by him and his wife Nancy has now become a reality.

Charlie's and the Alfond Center For Cancer Care  –  Steve S

Every year Charlie's Subaru along with the rest of the Charlie's Family of Dealerships participates in the "Pink Pate Initiative" to help raise funds for the Harold Alfond Center for Cancer Care at Maine General in Augusta. Charlie's Subaru and the other Charlie's retailers donate $50 for every new vehicle sold for the month of October. This October Charlie's was able to donate $30,000 to the center, bringing the 5 year total close to $125,000. In conjunction with the dealership based fundraiser, Charlie's also is the major sponsor for the Maine General's "Walk for Hope." This walk in Augusta in October brings together fundraisers, people dealing and battling cancer, and cancer survivors to help raise funds and awareness for the center. This event has grown substantially over the past few years, and Charlie's is happy to be the major sponsor for this disease that has touched so many of us. Charlie and his family got to see firsthand how unbelievably great the center, its doctors, nurses, employees, and volunteers are when Charlie's wife ,Nancy, was diagnosed with breast cancer about 4 years ago. Nancy battled through chemotherapy and radiation with the help of this great organization and staff and thankfully she is now been cancer free for years. Cancer is a terrible disease that unfortunately seems to touch or affect us all in some way, shape, or form. Charlie's is so very happy to be able to help this great organization trying to knock out this terrible disease, and will continue to do so for years to come.

Winthrop Loves Science!  –  Janet B

What an incredible experience! Not only did Charlie's Subaru donate 150 science books to our middle school, but Stephen Shuman hand delivered them himself!! Mr. Shuman came to our school during a school wide assembly and spoke to our staff and student body about the wonderful programs that Subaru Family of dearlerships provide. He presented us with beautiful, mostly hardbound, library quality science books. Myself, as the librarian, and our science teachers are absolutely thrilled with this addition to our library and classrooms, and our students are so excited to use these books in class. Books such as these, with beautiful full color illustrations make science more engaging and fun. Thank you so much to Charlie's Subaru for this opportunity, your generosity will be felt for years and years to come.

Charlie's and The Trek Across Maine  –  Steve S

Charlie's is proud once again this year to be the presenting sponsor for the American Lung Association's 35th annual Trek Across Maine cycling event. This event was held June 14th to the 16th in Brunswick and had nearly $2,000 cyclists from all over New England and beyond. This event this year helped to raise almost $1,400,000 for lung health,treatment, and research as well as educating people of all ages to the dangers of smoking and vaping.

Survivor  –  Kelly F

Subaru supporting the Leukemia and Lymphoma Society means a great deal to me. I am a leukemia survivor, because of the research that has been done in the past several years to find new methods of treating different strains of leukemia. I was diagnosed with acute lymphoblastic leukemia in December of 2017. ALL is a child's disease--there's a 95% cure rate for children, but only 40 to 60% for adults. I was extremely fortunate--I had wonderful medical teams in New Hampshire, Maine and Massachusetts. After 5 rounds of chemo, I went into remission, and had my stem cell transplant on June 8, 2018. There was not an exact match for me, so my transplant doctor performed what is called a mismatch transplant. I did so well that I was able to return to my life and career as a high school teacher last November. I just celebrated the first year anniversary of my transplant, and everything is looking very positive. Without the research that is being done, I would not be alive today. One day after I was diagnosed, I was told that without treatment, I only had three weeks to live. That was sobering. I am so grateful to Subaru and to all organizations that support the Leukemia and Lymphoma Society--the gift of life is a real one. Believe me, I know.


Charlie's teamed up with the Alfond Center for Cancer Care at Maine general hospital in October to help raise money for the cancer center in Augusta. Charlie's donated a portion of all sales for the month to the center. This is a cause that is near and dear to Charlie, Steve, and the rest of the owners at Charlie's Subaru as Charlie's wife (Steve's mother) was diagnosed with breast cancer a year and a half ago and underwent both Chemotherapy and radiation therapy at the center in Augusta. When it was all said and done the gang at Charlie's was able to raise $25,000 for the Alfond Center.

Charlie's Teams up With Maine General Hospital  –  Steve S

Charlie's Subaru of Augusta recently teamed up with Maine General Hospital and became the main sponsor to promote the "Walk of Hope" walking event. Walkers fund raise money for the event which helps care for current patients as well as cancer research. Charlie's wife Nancy Shuman, my mother,last year got the news that no woman ever wants to get, she was diagnosed with breast cancer. Nancy battled back courageously and in good spirits going through both chemo therapy as well as radiation therapy for many months. We are pleased to say that she is now cancer free!! Nancy's recovery has been so good that she was able to be the Grand Marshall for the walk on October 14th! The walk was a tremendous success this year breaking the record for the previous years. We had hundreds of walkers and the event raised over $145,000!!! In addition to being the major sponsor for the walk of hope, Charlie's is also donating $50 for every new car sold in his entire auto group (5 stores) to the Maine General Hospital for Cancer Care. Between the major sponsorship of the Walk for Hope and the money donated for each new car sold Charlie's will be raising in the vicinity of $25,000+ for the month of October to a cause that is very near and dear to the Shuman family and the Charlie's organization.

Charlie's and the United Way of Kennebec Valley  –  Stephen S

Charlie's Family of Dealerships has been involved with the United Way of Kennebec County for over 25 years.This is an organization that is not only near and dear to Charlie himself, but to every one of his employees. Charlie's employees donate money to this great cause through payroll deduction. As a matter of fact over the last 10 years Charlie's has had 100% of it's employees donate to the cause. Charlie and his family have chaired the annual fundraising for this cause in the past because they are so passionate about it. "I told myself 30 years ago when I opened the dealership that if I was successful in business I would give back to those who contributed to that success as much as possible," Charlie has said many times. Charlie's son and daughter have also served on many boards and fundraisers with United Way over the years. Charlie's wife, Nancy, takes a trip annually to purchase literally hundreds of coats, gloves, mittens, and hats and donated them to the United Way so that nobody in the local community needs to be cold. Charlie and his wife received the Norm Temple award for outstanding community service a few years ago. This honor goes to a community person/business who has truly gone above and beyond to help their community members in need.Charlie's is pleased to say that they donated $160,000 to the United Way of Kennebec County last year, and has donated approximately $1,400,000 over the last 10 years to this great cause who helps so many.

Christmas Presents for Needy Families  –  Stephen S

Every year around the Holidays the Charlie's Dealership Group does a company wide collection to make sure that needy Military families in the area have presents on Christmas morning. The dealership raises over $7,000 company wide for this great cause...and has done so for the past 5 years. No child should go without presents Christmas morning....

Breast Cancer Awareness Month  –  Steve S

For the month of October Charlie's Subaru and the rest of the Charlie's Family of Dealerships donated $50 for every vehicle sold to the Alfond Center for Cancer Care in Augusta, ME. When the campaign was all said and done we were able to give a total of $27,500 to this great cause. This is an organization which Charlie himself holds near and dear to his heart as his wife, Nancy battled breast cancer this year and, looks to have made a full recovery. Charlie, his son Steve, who is the Vice President of the organization, and their daughter Elissa, the dealer principal at Charlie's Honda were so happy to be able to giver this donation to the organization that took such good care of their loving wife and mother.