Fuji Heavy Industries' New Subaru Brand Message "Think. Feel. Drive."
October 22, 2003
ã ã ãFuji Heavy Industries, Ltd. (FHI), a global manufacturer of transportation and aerospace-related products and the maker of Subaru automobiles, today announced that it created a new, unified brand message for the global market, âThink. Feel. Drive.â, as part of the enhancement of the Subaru brand. The company will spread the message for promoting communication with customers starting with the 37th Tokyo Motor Show, as well as gradually using it in advertisements.
ã ã ãThe new brand message represents Subaruâs automotive ideals of Intelligence and Sensitivity. It means that Subaruâs aim for a premium ride is an automobile that offers a high-level blend of ride, environment, and safety, thus leaving a lasting impression on customers the world over, especially those who truly enjoy the driving experience. In addition, Subaru promises to deliver consistent value in new products and services.
ã ã ãFuji Heavy Industries Ltd. developed its new mid-term management plan, âFuji Dynamic Revolution -1 (FDR-1),â in May of last year. Under FDR-1, the companyâs brand strategy is based on âSelection & Concentrationâ and, accordingly, is working on product portfolio restructuring, development of next-generation technologies, design renovations, and total cost structural reforms.