Subaru is the automobile manufacturing division of Japanese transportation conglomerate Fuji Heavy Industries Co., Ltd. that produces Subaru parts and vehicles. The company is named after the star cluster Pleiades; in Japanese the name is "Subaru", which roughly translated into English means, "to govern", "unite," or "gather together". Fuji Heavy Industries, the parent company of Subaru, is currently in a partnership with Toyota Motor Corporation, to encourage innovation and technology sharing and improvement in the development of Subaru parts.
In 1953 Kenji Kita, the CEO of Fuji Heavy Industries decided to seek ventures in car manufacturing and soon commenced plans for building a car, the project was code named P-1. The CEO sought out name suggestions but in the end, he named the car Subaru, these would later be built with Subaru parts. Only twenty P1s with the new Subaru parts were manufactured due to multiple supply issues. However Subaru forged forward and earned modest success there after with the design and manufacture of dozens of vehicles and Subaru parts including the P1 (1954), the tiny air-cooled 360 (1958), the Sambar (1961), the 1000 (1965), the R2 (1969), the Leone (1971), the Domingo (1983), the Alcyone (1985), the Legacy (1989), the Impreza (1993), the Sambar EV electric van (1995), the Forester (1997), the Tribeca (2005), and the Exiga in 2008.
From 1995 to 2000, Subaru ran a series of advertisements for the newly developed Subaru parts in the Outback which starred Paul Hogan. The advertisements were intended to highlight Subaru parts and technology development in the all wheel drive, and depicted the Outback in a number of rugged Australian locations. As a result of this refocused advertising campaign, Subaru parts and products began to attract a following, and Subaru parts were perceived as lightweight, affordable and economical for the SUV. Subaru has historically been popular in US regions such as the Pacific Northwest, the North American Rocky Mountains region. However, facing pressure from competition from the large Japanese brands, Subaru began to market only AWD cars and wagons and Subaru parts for the American market. The Subaru Outback wagon, based on the Legacy and modified with SUV-like stance, bumpers, and roof, became one of the best selling wagons in the US during the 2000s.
Subaru has over 30 years of expertise developing and refining advanced symmetrical full-time All-Wheel Drive systems and is known for their use of specialized Subaru parts for boxer engines in most of their vehicles. The company decided to utilize all wheel drive in most international markets as standard equipment in 1996. Subaru also offers many turbocharged versions of their passenger cars, such as the Impreza WRX which is well-known in motor sports racing. Other turbocharged Subaru parts can be found in the Forester XT and the Impreza STI. Subaru is passionate about every vehicle and Subaru part they build. Subaru builds every single vehicle and Subaru part from the ground up with the superior traction and control of All-Wheel Drive.
Behind every Subaru part design, you'll find exceptional engineering delivering an outstanding balance of safety, control and performance. Every Subaru part is built to exacting standards to ensure confidence and the utmost driving satisfaction. It is this passion that has earned them customer loyalty and has defined Subaru around the world.