• Nov 2, 2010
Subaru is teasing a concept for the LA Auto Show under its new "Confidence in Motion" slogan. Will it be a plug-in, a hybrid or just a more efficient ICE vehicle? We have no idea (yet), but Ikuo Mori, the president and CEO of Fuji Heavy Industries Ltd. (the maker of Subaru vehicles), will take the stage in LA soon enough to spill the beans. All Subaru is saying right now is that "Confidence in Motion" is meant to "enhance the Subaru brand." It's also, apparently, meant to send a strong green message:
Subaru will proactively address global environmental issues and the demands of ever-maturing automobile use. Subaru believes automobiles should be more than just a means of simple transportations. They should also be a source of enjoyment, and enjoyment rests on a foundation of peace of mind. These two inseparable values are central to the Subaru experience. As customer expectations are diversifying, Subaru will foresee these needs with independent thinking and continue to offer enjoyment and peace of mind without losing sight of the essence of what an automobile should be.
Yeah, we're not sure what to make of that, either, but we'll get all the details on November 17th direct from Los Angeles.

[Source: Subaru]
Show full PR text
FHI Establishes New Brand Statement: "Confidence in Motion" - To Showcase a Concept Car Embodying the Brand Statement at the LA Auto Show

Tokyo, November 2, 2010 - Fuji Heavy Industries Ltd. (FHI), the maker of Subaru automobiles, announced today the establishment of a new global brand statement, "Confidence in Motion", as part of its ongoing efforts to enhance the Subaru brand.

"Confidence" reflects Subaru's attitude toward engineering excellence and the trust generated among drivers by following through on its commitment to provide both enjoyment and peace of mind. "in Motion" expresses Subaru's resolve to continue innovating to meet customer expectations in a world of constant change.

Subaru will proactively address global environmental issues and the demands of ever-maturing automobile use. Subaru believes automobiles should be more than just a means of simple transportations. They should also be a source of enjoyment, and enjoyment rests on a foundation of peace of mind. These two inseparable values are central to the Subaru experience. As customer expectations are diversifying, Subaru will foresee these needs with independent thinking and continue to offer enjoyment and peace of mind without losing sight of the essence of what an automobile should be.

"Confidence in Motion" expresses Subaru's aim to continue evolving in order to offer even more customers new ways to enrich their lives through a uniquely satisfying Subaru experience.

From now on, "Confidence in Motion" will be at the center of all Subaru activities. As the first step, FHI will exhibit a concept car embodying the new brand statement at the 2010 Los Angeles Auto Show in Los Angeles, California, USA (press days on November 17 and 18, open to the public from November 19 to 28). A press briefing with FHI President & CEO Ikuo Mori is scheduled for Wednesday, November 17 at 12:20 (PST) at the Subaru booth.

About Fuji Heavy Industries Ltd.

Fuji Heavy Industries Ltd. (FHI), the maker of Subaru automobiles, is a leading manufacturer in Japan with a long history of technological innovations that dates back to its origin as an aircraft company. While the automotive business is a main business pillar, FHI's Aerospace, Industrial Products and Eco Technologies divisions offer a diverse range of products from general-purpose engines, power generators, and sanitation trucks to small airplanes, crucial components for passenger aircrafts, and wind-powered electricity generating systems. Recognized internationally for its AWD (all-wheel drive) technology and Horizontally-Opposed engines in Subaru, FHI is also spearheading the development of environmentally friendly products and is committed to contributing to global environmental preservation.



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    • 1 Second Ago
  • 22 Comments
      • 4 Years Ago
      "Subaru believes automobiles should be more than just a means of simple transportations. They should also be a source of enjoyment, and enjoyment rests on a foundation of peace of mind."

      Uh, okay. I think they need a new presswriter.
        • 4 Years Ago
        It's no worse than what they've had to date.

        Also, no worse than what their customers expect. and ignore.

        It's about the car, not the hype.
      • 4 Years Ago
      Could the sillouette be Subie's version of Toyota's FT-86?
      • 4 Years Ago
      "Subaru will proactively address global environmental issues and the demands of ever-maturing automobile use. Subaru believes automobiles should be more than just a means of simple transportations. They should also be a source of enjoyment, and enjoyment rests on a foundation of peace of mind. These two inseparable values are central to the Subaru experience. As customer expectations are diversifying, Subaru will foresee these needs with independent thinking and continue to offer enjoyment and peace of mind without losing sight of the essence of what an automobile should be. [Subaru does not, and has never, troubled themselves with exceptional cutting edge fuel economy and realizes, inherently, how at odds their fleet average is with this green-washed press release]"
      • 4 Years Ago
      I can honestly say I'd trade in my STi for a decent AWD hybrid anything from Subaru...I love the idea of a hybrid, but I'm not willing to give up the confidence that AWD provides. Especially during winter in Colorado
      • 4 Years Ago
      Will it be the hybrid only version by Subaru of the FT-86? fffuuuuuuu-

      Though a Peugeot-like hybrid would make sense... FWD electric and RWD petrol for a nice AWD coupe.
      • 4 Years Ago
      If you look at the shape, it's got a very "clean" greenhouse, high rear, smooth hood. This car is clearly well-optimized aerodynamically. The grille appears to be the modern "wing" design (a good thing, compared to the Tribeca-styled grilles). Flared wheelarches are fine. Short wheelbase and tight packaging, say this is a 2-or-3-door coupe/hatch.

      As I see it, this might be the return of the Impreza coupe / XT, which means that it's the FT-86 twin to the Celica. Thankfully, it looks more Subaru than Toyota from what I can see in the picture.
      • 4 Years Ago
      Awwwwwwww C'MON!!!!!!!!

      BUILD A GOOD CAR AGAIN, Before messing with this greenie gimmickry.

      They need to re-establish that they can build a car that people won't just buy as an appliance, but actually WANT to go out and buy in particular.

      More complex, more un-proven, more redundant is not what Subaru needs.

      More attractive, and better equipped with the amenities/feature set that their competitors offer is what they need. A better drivetrain (and sometimes yester-year's better drivetrain) isn't always enough to compete.
        • 4 Years Ago
        yeah, but Porsche didn't STOP making the 911 or the Boxster/Cayman in order to build SUVs, and Porsche's SUVs were among the very highest performance of their type.

        Subaru is letting it's performance, and it's aesthetics whither on the vine, and building appliances instead.

        People still buy refrigerators or ovens if they need them, too...

        That doesn't mean they go LOOKING for them because they really WANT a new one.

        Subaru is quickly losing any passion it ever had, and replacing it with soulless boredom, and appliances... just because people buy appliances doesn't mean that is a comprehensive strategy.

        But, I guess they want to go down the road of complex, redundant, and more expensive greenie-gimmickry, instead.
        • 4 Years Ago
        It is obvious that people do indeed want to buy Subarus. Look back at the numbers postings in Autoblog. Subaru and Mini were he only 2 companies selling cars. As much as I hate much of the psuedo-green technologies (current hybrids are more polluting in terms of manufacturing than conventional cars), Subaru is making a solid business decision to secure their financial future. Much like Porsche did with an SUV, we all yelled but it made them bags of money.
      • 4 Years Ago
      I dunno guys... I think this is a look into the new Legacy. The proportions are right. Looks a little too chunky to be a version of the FT-86. I'd say this is a concept of things to come from Subaru. Their new styling direction should start showing up in showrooms very soon. But I've been wrong before, but it seems we're due for a Legacy/Outback refresh and new Impreza before a new FT-86. Gotta make the money first before passion projects like the FT-86.
      • 4 Years Ago
      Subaru people buy Subarus.

      Either you get it, and you buy them, or you don't get it, and you don't buy them. As long as Subaru continues to offer the meld of power, traction and utility people will continue to buy them.

      No one buys a Subaru just because it gets them from A to B, too many other cars are a lot cheaper and will perform that functions equally as well.

      I find amongst people who own Subarus that there is a real brand loyalty and community feeling that emerges. When I'm driving my STi or WRX around town I usually receive a knowing nod or a wave from other Subaru owners. I didn't get that when I owned a Nissan.
      • 4 Years Ago
      I did a comparison of the FT-86 concept and this car by blending the two images in photoshop. The roofline from the back of the windsheild to the tip of the decklid is extremely similar if not identical in both cars, leading me to believe that this IS the Subaru version of the FT-86.
      • 4 Years Ago
      Another crazy Japanese attempt at nothingness. Word on the street is that Mori is a a puppet to Toyota and cannot get the hybrid system from them. Confidence in Motion sounds like a laxative remedy. Subaru is also coming with front wheel drive again and that will dilute the message and make Subaru just another also ran Asian brand.
      • 4 Years Ago
      The profile looks great, but Subarus have never had great visual design... and yet they are one of the very few car makers with positive sales numbers of the last few years, so their other positives far out weight their humbrum styling.

      I eagerly await this concepts unveiling... and I am curious if this concept vehicle shows the way for the styling of their version of the FT-86 (even though from the spyshots we've all seen, their profiles look completely different).
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