Subaru has decided to ride the wave of popularity that is "the badge" by offering a Subaru Badge of Ownership program. This program offers merit badges to Subaru owners. Everyone else need not apply.
The Subaru Badge of Ownership program offers badges for such things as endurance (100k mile badge) and outdoor activities. Subaru bills itself as an outdoorsy car company with a fiercely loyal following, so I expect these merit badges to be well received. Other manufacturers could take a lesson from Subaru. Sometimes simple customer outreach (in badge form) is all you need.