Subaru's Slogans & Taglines

Subaru is a dedicated architect of symmetrical precision, boxer-born resilience, and the quiet revolution of transforming a post-war aircraft laboratory into a global covenant of all-weather sovereignty, built on an iconic Japanese heritage that treats the ritual of driving not as a mundane vehicular transaction, but as a vital pillar of engineering devotion, familial trust, and the unapologetic sovereignty of the Pleiades. Born in 1953 as Fuji Heavy Industries and ignited in 1958 with the Subaru 360, the brand crystallized its defining ascent in 1966 with the Subaru 1000—the first compact passenger car powered by the horizontally opposed Boxer Engine—then shattered traction conventions in 1972 with the Leone, Japan’s first mass-produced four-wheel-drive passenger vehicle. Its portfolio now spans the Impreza, Legacy, Outback, Forester, and WRX dynasties, crowned by the Symmetrical All-Wheel Drive system that commands 98 percent of global sales. The brand’s voice has journeyed from the 1970s defiant promise “Inexpensive. And built to stay that way” through the 1990s invitation “Think. Feel. Drive.,” to the 2010s dual anthem “Confidence in Motion” and “Love. It’s What Makes a Subaru, a Subaru”—a seven-decade covenant that every mountain pass, every family driveway, and every rally stage deserves the precision of a flat engine and the warmth of a constellation that never drifts apart.