His hands helped to mold Subaru into the quirky, inclusive brand it is today. But, his legacy is even larger. Doll touched the lives of Subaru employees, past and present, showing grace, confidence, compassion and appreciation in ways that elicit respect and changed the way the CEO role is viewed in the workplace.
"We pride ourselves in welcoming open and honest discussion without fear of reprisal in all parts of our business. That could be between departments, between leadership and their teams, or between Subaru of America and our retailers. We have built an environment of trust where opposing viewpoints and alternative ideas are welcome," Doll told Newsweek.
"I tried to create something like 'a living room' where that open and honest discussion could happen because I believe ideas that move our company forward are found by listening to all viewpoints."
Doll began his tenure at Subaru in 1982, serving in positions across the company including director and manager of treasury operations, vice president of business and strategic planning, chief financial officer, chief operating officer and president before being promoted to CEO by Subaru of America's parent company Subaru Corporation in 2018.
In 2008, almost all automotive manufacturers were using high incentives and big discounts at the end of the year to entice buyers. Doll and Subaru decided to donate $250 to the customer's choice of charities. This was the start of an effort to stop selling cars based just on price.
"Through market research we discovered our customers frequently used the word 'love' when talking about their Subaru. We also learned about their active lifestyles, their love for pets and how they wanted to help make the world a better place," said Doll.
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