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Subaru launches all-new wrx and WRX STI

Subaru History: On February 15, 1967 Malcolm Bricklin and Harvey Lamm form Subaru of America
(SoA) in Pennsylvania and contract with Fuji Heavy Industries (FHI) to import the Subaru and in 1968, the
first year, import 332 cars. In 2000 SoA sold 172,216 cars which is 14,351 per month or about 20 cars
per hour around the clock every day of the year.
From 1968-1999, Nissan is a reportedly stockholder with 20% ownership.
Subaru's logo: In 1953, five Japanese companies merge to form Fuji Heavy Industries Ltd, with a
Subaru cluster of stars as its official logo for its cars. Better known by the Greek name Pleiades, part of
the Taurus constellation, Subaru is also Japanese for 'unite'.
The Company
Subaru of America (SoA) in Cherry Hill, N.J is the United States marketer of Subaru products
manufactured by Fuji. SoA has 5 regional offices - Great Lakes Region (GLR), Mid America Region
(MAR), South West Region (SWR), South Central Region (SCR), and North West Region (NWR).
Subaru Distributors Corp in Orangeburg, NY is repsonsible for NY and Northern NJ.
Subaru of New England in Norwood, Ma has CT, ME, MA, NH, RI and VT.
Servco Pacific has Hawaii


WRX STi (04 shown)


1995-1999 Legacy (99 GT shown)

New models refresh rally heritage as luxury performance sedans

1980-1984 Subaru (83 ski car shown)

2006 Impreza's new front grill
(WRX wgn shown)


2006 B9 Tribeca SUV arrived spring 2005

The Subaru auto company is a Japanese car maker that was founded in 1954. Subaru is a division of the
Japanese company Fuji Heavy Industries Group (FHI). Fuji Heavy Industries Group (FHI) was established
in 1953. The company has a range of car types including the sedan, coupe and station wagon. Subaru
cars headquarters is in Ota, Gunma, Japan.

1. Structural changes
The holding-company-style management structure focuses on automobile operations (SUBARU)
as its core business.
Set up a cross-functioning SUBARU Strategy Development Division
Internal companies to operate independently and expand their operations
Restructure unprofitable operations
Strengthen group-wide corporate governance
2. Brand strategies
Changes in products and sales for premium brands.
Build portfolios of strategic products.
Enhance marketing strategies.
Improve quality in sales and service (Create new value chain; Prioritize and execute).
Revolutionizing design.
3. Development of new core technologies
Apply advanced technology for handling and safety, while still meeting environmental limits.
Develop of Next generation new platform.
Develop of Next generation hybrid power source (include assembly battery
development).
Developing new design language.
4. Revolutionizing production (reduce cost)
Renovate total cost structure
Changes in production systems (Now using flexible lines; Integration of mini-car
production lines; Renewal of production control systems that link to sales systems).
Coordinate strategies with suppliers.
Increase joint purchasing and strategic procurement with GM group.
5. Changes in corporate culture
Promote changes through keywords in our action guidelines
Innovative
Individual
Courageous
Strategies Subaru company
Customer Profile
Subaru's secret is that it understands the customers who drive its cars and has gotten smarter and
more aggressive about reaching out to new ones who would feel at home as part of that clan. The
company has the type of customer base that's particularly attractive to carmakers. The average
household income of a Subaru owner is $88,000, the same as Honda Motor (HMC) and $10,000
more than Toyota (TM), says Alexander Edwards, president of market researcher Strategic
Vision. Plus, Subaru buyers are three years younger than the industry average and a quarter more
likely to have a college degree.
They are a thrifty lot, traditionally buying less car than they can afford. Some 36 percent pay
cash. Subaru has played to that frugal bent by cutting roughly $1,200 from the $26,342 average
price of its cars in 2007. Those cuts haven't killed profit margins because the lower prices
allowed Subaru to reduce sales incentives and rebates on its cars substantially. Currently, the
company gives about $1,333 per vehicle in incentivesthe lowest level of any major car brand,
says Thomas Doll, chief operating officer. That's almost half the $2,310 in incentives Toyota
currently gives its buyers.
Much of the automaker's marketing focuses on cementing its connection to customers. Subaru's
research shows them to be an eco-friendly bunch who value the freedom to go where they want,
when they want. Unlike luxury car buyers, Subaruers are "customers who are not buying things,
but experiences," says Chief Marketing Officer Tim Mahoney. That meshes nicely with Subaru's
all-four-wheel-drive lineup, showcased by TV ads that star one of its cars caked with road grit,
being applauded by admiring spectators on a suburban Main Street. The tagline: love. "In their
marketing they've been focusing on what creates love between the owner and the automobile,"
says Edwards. "The 'share the love' campaign has been effective. They play up fun, the adventure
you can have in a Subaru."
PHILOSOPHY OF SUBARU
Subaru of America, Inc., together with its subsidiaries and affiliates, is committed to achieving
the highest standards of product quality and business practices so that we can be proud not only
of the products and services we provide but also the way in which we impact our world. While
the approach to corporate responsibility varies among companies, at Subaru we view it as
conducting business in a way that is, of course, ethical and legal, but also has a positive impact
on our employees, customers, communities and the environment.
The Subaru Corporate Responsibility policy includes the following principles:
Adhere to the highest standards of ethics and integrity in all business transactions.
Employ environmental practices and considerations that help protect and preserve the
environment.
Support the community through philanthropic investments of grants and volunteering.
Actively protect the health and safety of our employees, customers and the general
public.
Maintain employment policies and practices that promote fairness, equal opportunity and
diversity.
Subaru of America believes that Corporate Responsibility is truly good for business and to that
end, expects each business partner to conduct themselves in a manner consistent with our
Corporate Responsibility principles and to have their own Corporate Responsibility policies in
place.

SUBARU NEW PRODUCT THIS 2014

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