New Ads Define Core Values of Company, Products to Consumer


With a range of new products hitting dealer showrooms this summer, Subaru is embarking on the next phase of the "It's What Makes a Subaru, a Subaru" campaign. The campaign, which started in early 2006, first focused on product attributes and now seeks to define the core values of the Subaru brand and business in television, radio and print ads breaking this month.

"We have such a strong story at Subaru and our research tells us that increasingly, consumers care about the values of the company in addition to the products they buy," said Tim Mahoney, senior vice president, chief marketing officer, Subaru of America, Inc. "We are using our key strengths of durability, performance and responsibility to tell this next part of the story."

The brand awareness ads feature the Subaru core values of:

-- Active Driving - offered through the unique combination of standard Subaru All-Wheel Drive and a boxer engine that together deliver unrivalled performance.

-- Engineering Excellence - Subaru is recognized time and again by industry leading, third-party organizations for its world class safety, reliability, and durability.

-- Environmental Responsibility - The Subaru plant in the heartland of America produces zero landfill, while its backyard was designated a wildlife habitat. Subaru also offers PZEV vehicles that are U.S. EPA Certified SmartWay(TM) and are recommended in its Green Vehicle Guide.


"These ads are designed to speak to opinion leaders," said Kevin Mayer, director of marketing communications, Subaru of America, Inc. "They provide a clear statement of Subaru values and let people know more about what is behind the brand. The ads also form part of the foundation for the upcoming product launches."

The print ads will run in such publications as Atlantic Monthly, The New Yorker, The Wall Street Journal, Smithsonian, and BusinessWeek, among others. The broadcast spots will run on both national and cable programming including NPR, Science Channel, Discovery, CNN, Headline News, CNBC, MSNBC and more.

Subaru dealerships across the country are welcoming this summer's new 2008 Subaru

All-Wheel Drive lineup including featured vehicles such as:

-- The 6-cylinder, 2008 Subaru Legacy 3.0 R Limited;
-- The more rugged 2008 Subaru Outback, the world's first sport utility wagon;
-- Completely redesigned 2008 Subaru Tribeca with more style, power and fuel efficiency;

-- And, the highly anticipated 2008 Subaru Impreza and WRX that boasts new styling and new body styles with improved comfort, space and utility.