Trevor B Johnson Millinery.

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Subarus Journey

As with most auto manufacturers of the twentieth century, Subaru cut its teeth on efforts directly related to wartime production. Though the company was begun in 1917 as The Aircraft Research Laboratory, it was reorganized in 1932 as the Nakajima Aircraft Company. Nakajima became Japan’s primary source for military aircraft during World War II. When Japan surrendered to the Allies in 1945, sanctions were put in place against the country, limiting what items they could produce. These sanctions were also aimed at breaking the strength of the family owned industries, which had been responsible for much of the might of the Japanese armed forces. For this reason, the Nakajima Aircraft Company was once again reorganized to create the Fuji Sangyo Co. Ltd. With the scarcity of parts in Japan immediately after the end of the war, the newly created company was forced to use spare aircraft parts to produce its first motor scooter, the Fuji Rabbit. The Japanese economy suffered greatly after the war and most citizens were not able to purchase vehicles but motor scooters were affordable. This demand of some type of motorized transportation supported the company until the Japanese economy stabilized.

When Kenji Kita the new CEO of Fuji Heavy Industries took over the company some ten years after the end of the war, he felt that now was the time to look to car manufacturing as the future of the company. He worked with design engineers to develop a vehicle with the code name P-1. Mr. Kita solicited the help of company employees to come up with a name for the concept car but was not satisfied with any of the suggestions he received. In the end, he decided to go with a name he had loved since childhood-Subaru. The name of the cars is directly related to the company’s logo, the Pleiades star cluster. In Greek mythology, the constellation is known as the Seven Sisters and in Japanese mythology, the name is “Subaru” which in Japanese means to unite or gather together; it can also mean to govern. The star cluster represents the company with Fuji Heavy Industries represented by the large star and the five smaller stars representing the five companies united under FHI.

Although much of the companies early successes involved production of commercial vehicles, by the 1970’s Subaru was interested in gaining a larger share of the passenger vehicle market. This venture began with the Subaru Leone and was such a success that Subaru went on to develop the Legacy. This vehicle was introduced in 1989 in the United States market. Because of the Plaza Accord Agreement of 1985, which made the value of the yen much stronger against the dollar, Subaru decided to offer more products in the United States.

Subaru was now interested in gaining a foothold among the young and educated in the United States and its advertising was aimed in this direction. Its SUV’s were marketed as lightweight, affordable and economical and as an alternative to heavier gas guzzling American models such as the Ford Explorer and the Chevy Trailblazer. These marketing strategies were quite successful and Subaru has gained a loyal following in New England, the Rocky Mountains and the Pacific Northwest.

 

 

 

 

About the Author

Ronnie Tanner is a contributing writer at SW Engines. He writes about used Subaru engines and other industry specific topics.

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