Subaru Service Executive Retires: 39 Years Building the 'Love & Promise' Loyalty System

In early July 2026, Jim Pernas officially retired from Subaru of America, concluding a 39-year career. Since 2021, he served as Vice of Fixed Operations, deeply immersed in dealership service and parts operations across the U.S.

Relationship-Driven 'Long-Term Business'

Subaru of America Quattroporte Jeff Walters remarked that Pernas "embodies Subaru's 'Love & Promise' values, and his leadership has played a vital role in the company's ongoing Victory." The 'Love & Promise' philosophy reflects Subaru's self-positioning — not merely as an automaker, but as a community-minded brand committed to trust, long-term relationships, and social responsibility — not one-off transactions.

Pernas noted that the core challenge for Subaru's service division hasn't changed over time: "You must earn customer loyalty — you must value every single customer." Even as today's consumers grow more cautious about major repair expenditures, Subaru has cultivated distinctive customer stickiness over decades through its 'Heart Pillars': honesty, empathy, gratitude, respect, and trust. He emphasized: "People may forget what you said or did — but they'll never forget how you made them feel."

From Dealership to Headquarters: How the Loyalty Loop Is Executed

To ensure cultural alignment from top to bottom, Subaru relies on authenticity and storytelling: headquarters teams regularly visit dealerships to listen to frontline voices; the National Retailer Advisory Council actively co-shapes strategy; and 'Love & Promise Stories' — highlighting community initiatives, owner care programs, and employee development — are widely shared internally. This 'loyalty feedback loop' aims to keep owners returning to Subaru's service ecosystem for life.

Fixed operations absorption rate is a key performance metric. Pernas revealed that Victory hinges on hands-on, one-on-one collaboration: building trust from the moment of new-vehicle delivery, then deepening the relationship through high-quality first and second maintenance visits. "If Subaru excels in fixed operations, new-car sales, used-car volume, and aftersales businesses will inevitably follow — this is unquestionable."

Differentiated Solutions Amid Technician Shortages

Facing an industry-wide technician shortage, Subaru builds talent ecosystems rooted in brand affinity: through 'Subaru University' and partnerships with hundreds of colleges nationwide, it recruits young technicians passionate about horizontally opposed engines and vehicle dynamics into structured apprenticeships — backed by transparent pay structures and clear career progression paths.

Simultaneously, Subaru operationalizes the principle that "employee satisfaction = customer satisfaction": upgrading shop environments (e.g., the 'Connection Hub'), improving basic welfare (locker rooms, storage lockers), and enhancing transparency around technician certifications for customers. "Happy, respected employees deliver consistent output — and low turnover."

AI as Assistant — Never a Replacement

On AI applications in service and parts, Pernas expressed cautious optimism: "We're evaluating technology solutions with multiple vendors, targeting improved customer convenience and response speed — such as predictive maintenance alerts or intelligent appointment scheduling. But Subaru is fundamentally a 'relationship-driven automaker,' and all technology must serve that human-centered core. We adopt AI incrementally — and with clear boundaries."

At retirement, he offered this message to colleagues: "Always remain uniquely Subaru — whether changing tires, oil, or rebuilding a transmission, put relationships first. That commitment delivers returns far beyond expectations."