After EV sales in the US crashed into a brick wall last year, the Subaru Trailseeker has been one of the few points of light. Newly introduced this year, Trailseeker has racked up a relatively decent sales track record in the crowded SUV field. As for whether or not Subaru can continue to grow its EV sales in the US, the automaker’s elaborate, multi-faceted “Subaru Loves Pets” campaign has emerged as the secret weapon…

The Subaru Loves Pets campaign first appeared 18 years ago, back in 2008. A lot of demographic and cultural water has passed under the bridge since then. More so than in past generations, pets have taken on the role of family members equal to, if not superior to, anyone else in the household. And if that’s the case, shouldn’t pets have their own seatbelts, too?

Now Subaru’s longtime relationship with the pet-centered population is beginning to muscle into EV territory. One indication of a connection between pet and EV preferences surfaced in October, when Subaru released a new report on indicating that pets wield a noticeable influence on purchasing preferences in the US auto market overall.

Commissioned from the firm Talker Research, the report is based on interviews with 2,000 and pet owners in the US. Of that cohort, a resounding majority of 73% said they are more likely to drive for the holidays, specifically in order to travel with their pet.

“As the holidays approach, more than two-thirds (68%) said their pet will affect their travel plans this year, and nearly half (45%) have turned down travel opportunities that couldn’t accommodate their pet,” Subaru adds.

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