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Subaru

Subaru is a synonym for safety, confidence, and Japanese high quality. Emerged in the middle of the 20th century, the brand has managed to make a breakthrough in the production of passenger and sports vehicles. Even if it is not ranked among the global top manufacturers (22nd position in 2012), it still continues developing, winning the hearts of a multifaceted audience.

Corporate Outline

‘Subaru’ is a Japanese name for the cluster of stars called Pleiades (The Seven Sisters), which inspired an official logo. The company was formed as a division of a transportation conglomerate Fuji Heavy Industries in 1953 by Kenji Kita. It specializes in manufacturing vehicles under own brand and assemblage of Toyota cars under contract. Currently, the automaker is headquartered from Tokyo, Japan and managed by Yasuyuki Yoshinaga, CEO and President of Fuji Heavy Industries.

In 1968 Nissan acquired 20.4% share of Subaru in order to improve competitiveness. The move resulted in joint project on the production of buses, vehicles, automatic transmission. In 1999, upon a historic merger of Nissan with Renault, the 20% stake was sold to General Motors; the acquisition resulted in a mutual facilitation with promotion on different markets (i.e. Subaru Forester was sold as Chevrolet Forester in India, while Opel Zafira was sold as Subaru Traviq in Japan).

Further on, in 2005 General Motors sold 8.7% of its overall stake to Toyota Motor Corporation; that is how a joint assemblage of cars took place.

Nowadays Subaru boasts a strong presence in the international markets. However, its first expansion tour happened not earlier than 1968 when Subaru of America was established. In 1989 the subsidiary started operations in Lafayette, Indiana with the then-partner Isuzu. In 1976 the brand was first introduced to the Canadian market; Subaru Canada Inc. became a wholly-owned subsidiary of Fuji Heavy Industries.

Finally, in 1996 Subaru expanded operations to the Philippines. Today Motor Image Pilipinas, Inc. is an official distributor of Subaru vehicles & parts within the country.

Key Vision

‘Confidence in Motion’ is the maker’s current global motto. ‘Confidence’ stands for the attitudes towards high excellence in engineering and safety, whereas ‘Motion’ implies Subaru’s commitment in satisfying customer driving expectations.

One of the key principles set by the company’s management is commitment to the environment. The team’s crucial viewpoint is that vehicles, being a pure means of transportation, should not damage our surrounding. With this idea in mind, engineers design cars with little impact on nature, less energy consumption and less environmental discharge.

Car Lineup: From Origins till Nowadays

Subaru is renowned on a large scale for its employment of the boxer engine and the Symmetrical All Wheel Drive in the majority of vehicles. The first make that appeared under the maker’s brand in 1954 was Subaru 1500. Its unusual design and improved facilities have lured a lot of consumers.

Putting driving enjoyment to the foreground, the company has released a galaxy of consumer-oriented makes within 1954-2012 period: Subaru 360, Sambar, 1000, R-2, Leone, Rex, Brat, Alcyone, Legacy, Impreza, Forester, Outback, Tribeca, Exiga, and BRZ.

Initially, Subaru emphasized its work on the production of small kei cars, like Sambar or Rex. Nonetheless, in the 1970s the management proceeded with designing of mainstream passenger vehicles, like Leon. Legacy make is supposed to be a major hit among consumers. It quickly became a legendary automobile that could compete with such brands as Toyota Camry or Honda Accord.

In order to address environmental issues, Subaru settled down to the production of electric cars. Hence, in 2006 it released Stella Plug-in kei item, based on a lithium-ion battery. At the moment, the automaker is testing a pair of other electric solutions: R1e and G4e.

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