At a Geneva show many years ago, when it was a really important event, I remember hearing an experienced journalist explain why so many Swiss have a Subaru in their garage. “The Swiss like German cars, for sure. But in winter, with cold, snow and ice, everyone takes out their Subaru”.
Subaru is synonymous with rugged SUVs, AWD all-wheel drive and boxer engines. In Spain it is a little-known brand, at least not as well-known as other Japanese brands, but it has a loyal following based on solvency and reliability.
The recognition and certain fame in our market did not arrive until the 90s, with the participation of the brand in the World Rally Championship. Drivers like Ari Vatanen, Colin McRae or Carlos Sainz made the Subaru Impreza WRC world famous. How to forget it, with that decoration in bright blue (WRX blue Subaru) and gold so characteristic.
The origin of Subaru Corporation lies in the Aircraft Research Laboratory established in 1917, which later became Nakajima Aircraft Co. Ltd. After a series of reorganizations, Fuji Heavy Industries Ltd. was established on July 15, 1953. , which was then finally renamed Subaru Corporation on April 1, 2017.
Since its founding, the company has expanded into different branches: automotive as its core business, along with aerospace businesses, industrial products, green technologies, bus manufacturing, and prefabricated housing. Currently, the automotive and aerospace industries are the two fundamental pillars of the company.
Another little-known curiosity is that Subaru is the Japanese name for the Pleiades star cluster in the constellation Taurus, also called “Mutsuraboshi” (six stars) in Japan. Hence the six stars of the brand logo. On the other hand, Subaru was the first brand to use a Japanese name for its vehicles.
Throughout history, Subaru has gone through different processes to become what it is today. In 1968, for example, it was affected by a process of change in the scenario of the main Japanese manufacturers and Nissan became the most important shareholder.
The participation of Nissan and Renault was later sold to General Motors, which kept it until 2005. Finally, in 2008, Toyota took over 16.7% of the brand, which it continues to hold today.
When Fuji Heavy Industries decided to enter the automotive industry, it did so with the 360 model. This first Subaru was a small, utilitarian, modest and economical car. Designed, in part, to meet the needs of a country rebuilding after a war.
The 1958 Subaru 360, the year of its launch, soon became the "people's car", although it was also known as "the ladybug" for its round shape and bright colours.
In 1972 the star brand launched the Leone model, the manufacturer's first car with all-wheel drive. The Subaru Leone 4WD Station Wagon was ahead of its time and we could well consider it one of the first SUVs with a family philosophy.
The four-wheel drive, AWD, thus became a hallmark, a feature that Subaru would never abandon. And, above all, in a reference traction system that distinguished its models from the competition.
The Asian public first, and then the European one, quickly appreciated the versatility and capacity of cars that performed naturally on rough terrain or slippery surfaces.
In the 80s, the brand consolidated its reputation as a manufacturer of robust cars capable of anything. And with the approval and loyalty of the users, Subaru took a new step by participating for the first time in the World Rally Championship.
But it was not until a few years later, with the Impreza WRC and Colin McRae, that the brand did not achieve the recognition it deserved. In fact, the Impreza is still today a mythical car and admired by sports fans.
Starting in 1990, the Japanese brand expanded the range with larger and familiar models such as the Legacy or the Legacy Outback. Always with AWD drive, it is considered one of the first crossover type cars.
New technological achievements came with the EyeSight advanced driver assistance system, the Subaru BRZ sports car and the Solterra, the brand's first electric SUV, both developed jointly with Toyota.
Over the years, Subaru has received strong support from customers around the world, marking cumulative four-wheel drive production of 20 million units in 2021 and total global sales of 5 million Subaru-equipped vehicles. with EyeSight in 2022.
Under the new management team that took office in June this year, Subaru Corporation will further accelerate its efforts as a single team to respond to this era of significant changes in the automotive industry.
With its products and proposals, Subaru will continue to provide "Enjoyment and Peace of Mind" through a variety of efforts to enrich the lives of customers and society as a whole.
