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Subaru is a Japanese automobile manufacturing division of the transportation conglomerate Subaru Corporation, formerly known as Fuji Heavy Industries (FHI). The Subaru origin story began in the 1950s in Japan, with the company's history rooted in aircraft manufacturing. Over the years, Subaru has established a reputation for producing reliable, versatile, and affordable vehicles, with a presence in various international markets, including Australia. While Subaru is not Australian-made, its vehicles have gained popularity in Australia, and the company has an exclusive importer and distributor in the country.
| Characteristics | Values |
|---|---|
| Origin | Japan |
| Inception | 1950s |
| Parent Company | Fuji Heavy Industries (FHI) |
| Headquarters | Delaware Valley (1968), Camden, NJ (2018) |
| Manufacturing Plants | Subaru of Indiana Automotive (SIA) plant in Lafayette, Indiana |
| Market | Subaru sold better in Australia, England, and Northern Europe than in Japan |
| Logo | Resembles the Australian flag |
| Name | Means "unite" in Japanese |
| Australian Association | Commercials with an Australian theme, Crocodile Dundee's success, Australian accents on American TV, and the Outback model |
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What You'll Learn
Subaru is a Japanese company
While Subaru is a Japanese company, it has a significant presence in other countries, including the United States and Australia. In the 1960s, Subaru entered the US market, and in 1989, it established a manufacturing operation with the opening of the Subaru of Indiana Automotive (SIA) plant. This expansion helped reduce shipping costs and better meet global demand. Additionally, Subaru vehicles sold in the United States are promoted with an Australian theme, leveraging the ruggedness and adventure associated with Australia and the country's popularity at the time. This marketing strategy has been so successful that many people mistakenly believe that Subaru is an Australian company.
The association with Australia may also stem from the popularity of Subaru vehicles in that country and the perception that certain models, such as the Outback and the Baja, seem tailored to the Australian market. The Outback model, in particular, with its off-road capabilities and the "Outback" name, may have contributed to the perception of a connection between Subaru and Australia. Additionally, the Subaru logo, featuring a set of stars, may remind some people of the Australian flag, further reinforcing the Australian association.
Furthermore, Subaru's success in World Rally Racing, including winning the Championship year after year, may have also played a role in the perception of the company's origin. The superior performance of Subaru vehicles in these races, often held near Mt. Fuji in Japan, showcased the brand's quality and durability. However, despite its Japanese origins and global presence, Subaru has become synonymous with reliability, versatility, and affordability in various markets, including Australia.
In summary, while Subaru is indeed a Japanese company with deep roots in automotive innovation and a strong presence in its home country, its marketing strategies and vehicle models have created an association with Australia in the minds of many consumers. This association has been intentionally leveraged by the company to appeal to specific consumer segments and enhance its brand image in international markets.
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Subaru cars are manufactured in Japan
Subaru is the automobile manufacturing division of the Japanese transportation conglomerate Subaru Corporation, formerly known as Fuji Heavy Industries (FHI). The Subaru origin story begins in Japan in the 1950s. The name "Subaru" is derived from the Japanese word for "unite" and the Pleiades star cluster, which is also referenced in the company's logo.
FHI was established in 1915 as the Aircraft Research Laboratory, headed by Chikuhei Nakajima. In 1932, the company was reorganised as the Nakajima Aircraft Company, Ltd, and became a major manufacturer of aircraft for Japan during World War II. Following the war, the company was reorganised again as Fuji Sangyo Co, Ltd, and created the Fuji Rabbit motor scooter using spare aircraft parts. In 1950, Fuji Sangyo was divided into 12 smaller corporations, one of which was FHI.
FHI engineers began developing automobiles, creating the first prototype under the Subaru name in 1953. The inaugural production vehicle, the Subaru 360, was unveiled in 1958 and became a success in Japan due to its compact size, sturdy construction, and affordability. Over the next few decades, Subaru introduced various models and innovations, such as the Subaru Leone and the SUBARU BOXER® engine. The Symmetrical All-Wheel Drive (AWD) drivetrain, introduced in 1986, further established Subaru's reputation for producing safe and capable vehicles.
While Subaru is a Japanese company, it has expanded its operations internationally. In 1968, Subaru established corporate headquarters in the United States in the Delaware Valley, later moving to Camden, New Jersey, in 2018. The Subaru of Indiana Automotive (SIA) plant, opened in 1989, is a testament to the company's commitment to sustainability and innovation in automotive manufacturing. Additionally, Subaru Australia serves as the exclusive importer and distributor of Subaru vehicles in Australia.
The perception that Subaru is an Australian brand can be attributed to several factors. The company's logo, featuring stars, and the name "Outback" for some models may evoke associations with the Australian Outback and the Australian flag. Additionally, Subaru's marketing campaigns in the 1990s often featured outdoor themes and the Australian Outback, further reinforcing the Australian connection.
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Subaru's Australian importer and distributor is Subaru Australia
Subaru is the automobile manufacturing division of the Japanese transportation conglomerate Subaru Corporation, formerly known as Fuji Heavy Industries (FHI). The Subaru origin story began in Japan in the 1950s, and the company is known for its boxer engine layout and symmetrical all-wheel-drive system. While Subaru is a Japanese brand, its cars have gained popularity in other countries, including Australia.
Subaru Australia is the exclusive Australian importer and distributor of vehicles manufactured by Subaru Corporation. Subaru Australia embodies the company's mission to be the first full-service brand, helping drivers access a lifetime of Subaru through relevant mobility solutions. The company values imagination, spirit, and quality, aiming to create change and do things differently.
The Subaru brand has a strong association with Australia due to various factors. Firstly, the name "Subaru" is derived from the Japanese word for the Pleiades star cluster, which is also known as the Seven Sisters in tradition. This cluster of stars is featured on the Australian flag, creating a visual connection between the brand and the country.
Additionally, Subaru's models like the Outback and the Baja, along with their off-road capabilities, contributed to the perception of the brand as Australian. The success of the movie "Crocodile Dundee" and the popularity of Australian culture in the United States further reinforced the Australian association.
While Subaru vehicles are not Australian-made, the company has a strong presence in Australia through its dedicated importer and distributor, Subaru Australia, contributing to the brand's popularity and recognition in the country.
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Subaru's logo is reminiscent of the Australian flag
Subaru is a Japanese automobile manufacturing division of the transportation conglomerate Fuji Heavy Industries (FHI), which later became known as the Subaru Corporation. The Subaru origin story began in the 1950s in Japan, with the first prototype under the Subaru name being created in 1953. The name "Subaru" comes from the Japanese word for "unite" and the Pleiades star cluster, which also inspires the logo. The logo features six stars, as one of the seven stars in the Pleiades cluster is said to be invisible.
The Subaru logo is reminiscent of the Australian flag, which also features a constellation against a dark blue background. This has led some people to believe that Subarus are made in Australia. The association is further strengthened by the fact that Subaru's marketing campaigns in the 1990s prominently featured the Outback, a name that is associated with Australia. Additionally, the brand has been popular among lesbian consumers who appreciate the cars' suitability for outdoor trips and their ability to haul stuff without being as large as a truck or SUV. This aligns with the perception of Australia as an "outdoorsy" country.
Subarus were also popular among rally racing enthusiasts, and the brand won the World Rally Championship several years in a row. While the cars themselves were Japanese, many of the aftermarket parts that enhanced their performance were made in Australia. This further contributed to the perception of Subarus as Australian-made vehicles.
Furthermore, Subaru sold better in Australia, England, and Northern Europe than in its home market of Japan. The Saabaru, for example, was made entirely in Japan, but its name may have contributed to the perception of the brand as Australian. The success of the movie "Crocodile Dundee" in the mid-to-late 1980s also played a role in associating Subaru with Australia. The film, starring Australian actor Paul Hogan, was set in the Australian Outback, and the success of the movie led to a surge in popularity for all things Australian in the United States.
In conclusion, while Subaru is a Japanese brand, the combination of its logo's resemblance to the Australian flag, its marketing campaigns, the popularity of aftermarket parts from Australia, and the success of Australian-themed movies all contributed to the perception that Subarus are Australian-made.
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Subaru's name and logo refer to the Pleiades star cluster
Subaru is the Japanese name for the Pleiades star cluster M45, also known as "The Seven Sisters", in Greek mythology. According to the myth, one of the sisters is invisible, which is why the Subaru logo only has six stars. The Pleiades star cluster is also known as Messier 45, a cluster of stars in the Taurus constellation. The term "Subaru" also means "unite" in Japanese, referring to the unification of the stars in the Pleiades cluster.
The Subaru logo, introduced in 1958, features a large star representing Fuji Heavy Industries (FHI) and five smaller stars representing the five companies that merged to form FHI: Fuji Kogyo, Fuji Jidosha Kogyo, Omiya Fuji Kogyo, Utsunomiya Sharyo, and Tokyo Fuji Sangyo. The background of the emblem is typically blue, reflecting the colour of the Pleiades stars.
The Pleiades star cluster has cultural significance in various parts of the world, including Europe, Africa, Asia, Indonesia, Native America, and Aboriginal Australia. The stories of the "Seven Sisters" are believed to be among the oldest stories known to humankind, dating back over 100,000 years.
The Subaru brand originated in Japan in the 1950s under Fuji Heavy Industries (FHI), known for aircraft manufacturing. The first prototype car under the Subaru name was created in 1953, and the inaugural production vehicle, the Subaru 360, was unveiled in 1958. Over the years, Subaru has become known for its innovative automotive engineering, introducing signature technologies such as the SUBARU BOXER® engine and Symmetrical All-Wheel Drive (AWD).
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Frequently asked questions
No, Subaru is a Japanese company. The Subaru brand was established in the 1950s in Japan and is the automobile manufacturing division of the Japanese transportation conglomerate Subaru Corporation, formerly known as Fuji Heavy Industries.
Some people associate Subaru with Australia because of the company's branding. Subaru is an outdoorsy brand, and Australia is an outdoorsy country. The logo and the name "Subaru" are also reminiscent of the Australian flag and refer to the Pleiades constellation, which is also on the Australian flag. Additionally, Subaru had a model called the Outback, which is an Australian term.
Yes, Subaru Australia is the exclusive Australian importer and distributor of vehicles manufactured by Subaru Corporation.
Yes, Subaru has a presence in several other countries. The company established corporate headquarters in the United States in 1968 and has since opened manufacturing plants there. Subaru vehicles are also sold in England and Northern Europe.
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