Subaru’s Parent Company Rebrands Itself As Subaru Corporation

MANILA: Just a couple of days before we saw Subaru Cars celebrating the 50th anniversary of their iconic boxer engines. Coupled with their signature all-wheel drive system, the boxer engine is one of the core components in every Subaru brand vehicle you can find in the market. Regardless of how iconic the automotive marque is across the globe, their parent company ‘Fuji Heavy Industries (FHI) is largely unheard of among the auto fans and enthusiasts. Although it would be logical to think of a brand and its parent company as the same, this certainly wasn’t so for FHI as despite their remarkable reputation in the industry, they haven’t really been able to become a household name. Hence, in order to enhance their public image and make their brand more recognizable and iconic as their cars, FHI leaders have finally decided to rename themselves. As a result, the company would be rebranded as ‘Subaru Corporation’ taking the name from its automobile division.

The decision was made after a board meeting that involved all the top ranked executives in the company and was followed by an official statement confirming the name change. According to this statement, the change will be implemented by the 28th of June 2016 and will be incorporated in the company’s Articles of Incorporation after shareholder approval. The choice for its new name must have been pretty obvious for FHI leaders as their automobile division has provided them with nearly a 12% hike in their overall revenue in the last financial year. The company also has fine ties within the public vehicle industry and aircraft production for Japanese defense agency, and have made quite a name through their attention to quality and detail. But none of those ventures have come as close to iconicism as their automobile division Subaru, that has become quite a name in luxury touring vehicles.

For those who don’t know much about the newly christened Subaru Corporation’s history, the company started out as an aircraft manufacturer for the World War 2 era, Japan. After the events of the war, the company also expanded their niche to include production vehicles and soon became famous for their high quality touring vehicles. Being the most profitable and recognised name under the company’s catalog, Subaru was still an undermined division before the demand for their vehicles kicked in, proving the brand’s worth to FHI. With the new name and their promise of delivering the smoothest driving cars, they are sure to become more recognized in the public eye taking their newfound iconicism to new heights.

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