Know your customer. Important to the success of any business, right?

Well, after doing some brand research, Peltier Subaru general manager Mike Terry learned this about Subaru customers.

Many are big fans of animals, particularly the loyal, lovable mutt.

Around two-thirds of Subaru owners have pets, according to statistics from Subaru of America shared by a spokesperson for Cox Automotive.  

And 71 percent of those animal-owners have a dog at home.

So when Terry and his team opened the doors to their Tyler, Texas dealership in April 2013, they catered to the canine crowd, opening a dog park on site, as well. 

If you have to take your car in for service, why not play with your pup while you wait?

I talked with Terry by phone on Wednesday, ahead of “National Dog Day” this Saturday.

He said the goal in opening the on-site dog park was to accommodate the needs of his customers and make them feel comfortable.

Terry figures, instead of customers having go to back-and-forth from the dealership to home to take care of their dogs, they can stay at the store and get their pets some exercise while they wait on their vehicles.

And as a bonus, Terry said, being able to play with your dog can make the service appointment seem like it’s going by quicker.

Typically, it is not overly crowded; there will be two to three people a day utilizing the dog park, with Saturday seeing as many as five.

The dog park — which is located within the gates of the dealership’s property — is also near an apartment complex, Terry said.

Since those residents may not have a whole lot of room for their dogs to run around, Terry said the park is open to them, as well, during business hours — even if they’re not doing business with the store.

And for those are heading to Peltier Subaru to buy a car, the dealership will talk about the park — not as a sales tool, Terry said, but as an informational resource.

That said, knowing the needs of dog-owning customers could prove useful in making sales. And that includes pinpointing the cars that might best suit the four-legged passengers.

In fact, 63 percent of dog owners look for cars that can meet the needs of their pups, according to an Autotrader Quick Poll 2017 survey.

In its annual list of “Great Cars for Dog Lovers,” Autotrader shared the cars that match comfort and safety needs for people and their dogs.

“We've rounded up seven great cars that are perfect for dog owners,” Autotrader executive editor Brian Moody said in a news release.

“The vehicles on our list are equipped with key features such as fold-flat seating, rear seat covers and low ride height that allow dog lovers and their pets to have a safe, comfortable and enjoyable experience on the road,” he said.

Those cars, in unranked and alphabetical order, include:

2017 BMW X5
2018 Chevrolet Equinox  
2017 Honda Fit
2017 Chrysler Pacifica
2017 Nissan Rogue
2018 Subaru Crosstrek
2018 Volvo XC60

Of course, dogs bring about a certain scent to a car ride (and often are blamed for others, albeit often deservedly).

But Autotrader has a way to freshen things up when riding with your pup.

Here’s how the company described it in a news release:

“With a new car, comes the iconic new-car smell. It is a sense of pride for car owners and is instantly recognizable to all — the same can be said for dog owners.To celebrate National Dog Day, Autotrader is introducing a ‘New Dog Smell’ car air freshener, giving dog owners the chance to freshen up their cars with a lovable puppy-inspired scent and relive that first ride home with their pet companion.”

The company is encouraging dog owners to visit Autotrader.com/DogDay to enter for a chance to win one of these air fresheners.

And in honor of canine companions, the company is donating to Adopt-a-Pet.com with every air freshener it gives out.

A worthy cause, indeed, and fitting tribute to that hairy passengers that slobber and stick their heads out the window — and without whom car rides wouldn’t be half as enjoyable.