Leslie Massey
Subaru is a Japanese car manufacturer with a reputation for quality engineering and innovation. The company has been operating in Australia since the mid-1950s and has multiple showrooms across the country. However, Subaru vehicles are not manufactured in Australia; they are made in Japan and the United States. The company's corporate headquarters are in Tokyo, and it operates plants in both countries. Subaru's association with Australia may be due to its popular Outback model, which was promoted in commercials featuring Australian actor Paul Hogan, known for his role in the film Crocodile Dundee.
| Characteristics | Values |
|---|---|
| Country where Subaru vehicles are manufactured | Japan and the United States |
| Subaru's roots | Japanese craftsmanship and engineering |
| Subaru's history | Under the moniker Fuji Heavy Industries (FHI), known for expertise in aircraft manufacturing |
| Subaru's first prototype | 1953 |
| Subaru's name origin | The Japanese word for "unite" and the Pleiades star cluster |
| Subaru's marketing campaigns | Outback campaign |
| Subaru's Australian connection | Logo reminiscent of the Australian flag, Australian accents in American commercials, Australian actor Paul Hogan in the movie "Crocodile Dundee" |
| Subaru's manufacturing sites outside Japan | Subaru of Indiana Automotive (SIA) plant in Lafayette, Indiana |
| Subaru's global presence | Asia, including Australia and New Zealand |
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What You'll Learn
Subaru is a Japanese company
Today, Subaru operates manufacturing plants in both Japan and the United States, with its major overseas manufacturing facility located in Lafayette, Indiana, called Subaru of Indiana Automotive (SIA). This facility plays a crucial role in producing Subaru vehicles not just for the North American market but also globally. The Lafayette plant upholds the company's values of quality, dependability, safety, and innovation.
Subaru's facilities designated for automotive manufacturing in Japan are located in Ōta, Gunma Prefecture, consisting of four locations. The Yajima Plant is where all current Subaru cars are built, while the Otakita Plant produces commercial kei trucks. The Oizumi Plant in Gunma Prefecture is responsible for building engines and transmissions.
The company's Japanese roots are evident in various aspects, from its name to its engineering and craftsmanship. Subaru cars are known for their use of a boxer engine layout, which was introduced in 1966, and the Symmetrical All-Wheel Drive drivetrain, introduced in 1972. These features became standard equipment in mid-size and smaller cars in most markets by 1996.
While some people may associate Subaru with Australia due to its rugged Aussie spokesman and vehicle names like "Outback" and "Forester", the company's origins and headquarters are firmly rooted in Japan. Subaru has cultivated a strong brand identity through its marketing campaigns, but its foundation and heritage are distinctly Japanese.
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Subaru parts are made in Australia
Subaru vehicles are manufactured in Japan and the United States. The company has its roots in Japanese craftsmanship and engineering, with its history beginning under the name Fuji Heavy Industries (FHI), known for its expertise in aircraft manufacturing. However, Subaru has operated in Australia since the mid-1950s and has multiple showrooms across the country.
Subaru owners in Australia have access to a wide range of genuine Subaru parts and accessories, which are designed and engineered for their exact model. These parts are built to fit perfectly and are made to last, providing confident and trouble-free driving. The parts are also covered by the Subaru Genuine Parts and Accessories Warranty, which complies with Australian Consumer Law.
There are several reasons why people may associate Subaru with Australia. The name \"Outback\", used for one of Subaru's most popular and well-known vehicles, was promoted in commercials featuring Australian actor Paul Hogan. Additionally, Subaru sold better in Australia, England, and Northern Europe than in Japan. As a result of this popularity, many modified WRX models outside of Japan relied on Australian parts.
Subaru also has a manufacturing presence in other countries, such as Thailand, where they have a production plant in Lat Krabang, Bangkok, which supplies vehicles to markets in Asia, including Australia and New Zealand.
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Subaru's Australian importer and distributor
Subaru vehicles are manufactured in Japan and the United States. Subaru's roots are in Japanese craftsmanship and engineering, tracing back to the early 20th century. The company established corporate headquarters in the US in 1968, and today operates three plants across the two countries.
Despite this, many people associate Subaru with Australia. This is perhaps due to the name of their most popular vehicle, the Outback, and their early marketing campaigns featuring Paul Hogan, aka Crocodile Dundee. The company's Australian website also suggests a strong connection to the country, stating that "we truly believe that when people who do common things uncommonly well, rise to every challenge, solve problems and turn ideas into reality, we are in the best position to help Australians enjoy every moment with their Subaru".
Inchcape Australasia employs over 1,200 team members across Australia and New Zealand. Inchcape is the leading global automotive distributor, with operations across six continents. However, it is unclear whether they are the importer and distributor for Subaru in Australia.
Subaru of New Zealand is the exclusive importer and distributor of vehicles manufactured by Subaru Corporation in New Zealand. The company has been operating since 1992 and represents the brand's philosophy of high-quality engineering, safety, reliability, and a fun driving experience.
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Subaru's Australian showrooms
Subaru vehicles are manufactured in Japan, the United States, and Thailand. However, many people believe that Subarus are made in Australia, perhaps due to the name "Outback" and the brand's successful marketing campaigns featuring Australian landscapes and Paul Hogan, aka "Crocodile Dundee". In reality, Subaru is a Japanese brand with corporate headquarters in Ebisu, Tokyo, and its origin story starts in Japan under the company Fuji Heavy Industries (FHI).
Subaru has had a presence in Australia since the mid-1950s when it began importing the 360 & ff-1 Star 1000 models. Official operations began in 1973, and today, the brand has multiple showrooms across the country. Subaru Australia offers a range of new AWD cars, including SUVs, family cars, performance cars, EVs and hybrids. Some models available in Australia include the Solterra EV, the Crosstrek AWD Hybrid, the Impreza, the Outback AWD Sport XT and Touring XT, and the Forester Hybrid.
Subaru's Thai production plant in Lat Krabang, Bangkok, supplies vehicles to the Australian market, in addition to other Asian markets like New Zealand. Subaru's Indiana plant in the United States, called Subaru of Indiana Automotive (SIA), also plays a vital role in producing vehicles for the global market, not just North America.
While Subaru vehicles may not be manufactured in Australia, the brand has a strong association with the country through its marketing and long-standing presence there.
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Subaru's Australian advertising campaigns
Subaru has launched several Australian advertising campaigns over the years, with a focus on celebrating the brand's history and the emotional connection that its customers have with their vehicles. One such campaign, titled "Every Moment is a Chance To Do", was launched in Australia in September 2018 and was created by the ad agency Disciple.
In 2021, Subaru launched an integrated campaign by The Works to promote its new Subaru Outback. The campaign, set to the 1980s single "Nothing's Gonna Stop Us Now" by Starship, featured a father passing the keys of his 1980s Subaru Brumby to his son. The commercial then showcaseed various past Subaru models, with drivers singing their affection for their cars. The campaign aimed to celebrate "the love Aussies have for their Subarus" and highlight the next-generation features of the new Outback model.
The same year, Subaru launched an "emotion-charged" advertising campaign for the sixth generation of its All-Wheel Drive Outback Sports Utility Vehicle (SUV). This campaign, created in collaboration with The Works, brought history to life by showcasing iconic Subaru models and the strong emotional connection their owners have with them. It also emphasised the technological advancements and luxurious features of the new Outback, positioning it as the brand's most advanced and luxurious SUV yet.
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Frequently asked questions
No, Subarus are made in Japan and the United States. However, many people associate the brand with Australia due to its popular Outback model, which was promoted in commercials featuring Australian actor Paul Hogan ("Crocodile Dundee").
In addition to the Outback model and Paul Hogan commercials, many of Subaru's aftermarket parts were made in Australia.
Subaru's corporate headquarters are located in Camden, New Jersey, just outside the Philadelphia metropolitan area.
Subaru operates a plant in Lafayette, Indiana, called Subaru of Indiana Automotive (SIA), which manufactures vehicles for the North American and global markets. The company also has a plant in Lat Krabang, Bangkok, Thailand, which supplies vehicles to markets in Asia, including Australia and New Zealand.
