The move comes just as Subaru celebrates 50 years of business in the United States.
In a move that seems long overdue, Fuji Heavy Industries is officially changing its name simply to Subaru Corporation as of April 1, 2017. While most famous as an automaker, FHI also produces aircraft, helicopters, and commercial engines.
“This change in company name declares Subaru’s determination to thrive as a brand that delivers value. When customers are satisfied, we see happy faces. We want to encourage even more smiles and create even more Subaru fans,” company president and CEO Yasuyuki Yoshinaga said.
The company believes uniting under the Subaru moniker can help global growth by improving brand recognition It’s also certainly less confusing than currently needing to explain that the automaker has a parent company with a completely different (and rather generic) name.
FHI announced its intention to switch to Subaru Corp. in October 2016. However, the firm need approval from investors before making the change.
The history of the company that’s now Subaru Corp. is rather convoluted. The firm started with the Nakajima Aircraft Company. In 1945, it switched from building planes to producing consumer goods, and the corporation's name became Fuji Sangyo at that time. In 1950, a law in Japan split the business into 12 separate companies. Five of these new firms then founded Fuji Heavy Industries in 1953.
Later in the ‘50s, the FHI decided to enter Japan’s burgeoning auto industry. The company’s CEO at the time decided on the name Subaru – Japan’s name for the Pleiades cluster of stars. The title and later the emblem references the five companies coming together to form a single larger one.
Subaru has been building steam in the auto industry over the last decade, particularly in the United States. As of February 2017, the company has reported 63 consecutive months of yearly month-over-month growth, and there have eight consecutive years of annual sales records.
Subaru is keeping its lineup fresh in the U.S. by refreshing the Crosstrek and Legacy. In the near future, the company is also adding a three-row crossover to the range. The company has also started celebrating its 50th anniversary of operations in America and has promised to introduce special edition vehicles for the 2018 model year.
FUJI HEAVY INDUSTRIES LTD. CHANGES COMPANY NAME TO SUBARU CORPORATION
Tokyo, March 31, 2017 – Fuji Heavy Industries Ltd. (FHI) is changing its company name to Subaru
Corporation with effect from April 1, 2017.
To mark the change, renaming ceremonies were held today for employees at the company’s Head Office in
Ebisu, Tokyo and three other domestic facilities.*1 The all-new Impreza launched in Japan in October 2016 and a large-scale model of the advanced variant of the 412EPI helicopter were displayed at the Head Office
ceremony to symbolize Subaru’s commitment to growth as a distinctive global brand in the automotive and
aerospace industries. Commemorative leaflets and newly produced Group lapel pins (pictured below) were
distributed to employees.
FHI President and CEO Yasuyuki Yoshinaga commented, “We have long strived to make excellent products.
In recent years, our effort has been expanded from making good products to delivering distinctive value
which only Subaru can bring to customers. This change in company name declares Subaru’s determination
to thrive as a brand that delivers value. When customers are satisfied, we see happy faces. We want to
encourage even more smiles and create even more Subaru fans. Together with the new company name, let’s
all make the Subaru team shine brighter!”
Based on our management philosophy of aiming to be a compelling company with a strong market presence
built upon its customer-first principle, we will aim for further sustainable growth by magnifying our efforts to
continue bringing our customers the distinctive Subaru value of “Enjoyment and Peace of Mind,” which we
have cultivated over many years.
*1: Tokyo Office (Mitaka, Tokyo), Gunma Plant (Ota, Gunma), and Utsunomiya Plant (Utsunomiya, Tochigi)
< Changes in affiliated company names >
New Name Former Name
Subaru Techno Corporation* Fuji Techno-Services Co., Ltd.
Subaru IT Creations Corporation* Subaru System Service Co., Ltd.
North American Subaru Inc.* Fuji Heavy Industries U.S.A., Inc.
Subaru Technology Beijing Co., Ltd.* Fuji Heavy Industries Technology (Beijing) Co., Ltd.
Subaru Asia Pte. Ltd.** Fuji Heavy Industries (Singapore) Pte. Ltd.
* With effect from April 1, 2017
** With effect from January 1, 2017