I'm sort of curious about the motivation behind their current slogan which I only started hearing over the past year or so: "Love, it's what makes a Subaru a S

I'm sort of curious about the motivation behind their current slogan which I only started hearing over the past year or so: "Love, it's what makes a Subaru a Subaru" I'd hear that slogan as a sponsorship message on public radio and more recently I think I heard it on a commercial TV ad and I'd reply "no, standard all wheel drive is what makes it a Subaru." Still, snark aside, it's struck me as a sort of hippie-dippy slogan for an international auto company and it's made me wonder what they are going for.