How Did Subaru Become a Top Car Brand?

Over the past 50 years, Subaru has become well known for its lineup of safe, reliable vehicles with standard all-wheel drive. Since establishing itself in the United States in the late 1960s, the Japanese automaker has become one of the world’s top vehicle brands. Please keep reading to learn a brief history of Subaru, including its founding, past and present lineup of vehicles, and its core values.

Founding of Subaru

In the 1950s, five Japanese companies combined to become Fuji Heavy Industries. The corporation named its automobile brand Subaru, from the Japanese word for the Pleiades constellation. The six-star cluster also inspired the Subaru logo, known in Japanese as “mutsuraboshi,” which means “six stars.” Since its redesign, the star cluster has remained the official logo for Subaru vehicles.

Subaru Through the Years

Subaru has a rich and unique history, from humble beginnings in a small rental office to its present-day status as one of the world’s top automakers. Here’s a brief history of Subaru over the last seven decades:

1960s

In 1967, Subaru of America co-founder Harvey Lamm opened the first Subaru office in Balboa Park, California. Subaru of America sold U.S. distribution and dealer territories out of the small rental unit to 13 original distributors. The company introduced its first car, the 360, in 1968. Powered by a two-stroke engine, the Japanese kei car sold for $1,297. Subaru marketed it as an economy car with the advertising tagline, “Cheap and Ugly.”

1970s

By 1970, Subaru had another car on the market: the FF1. It came as a four-door sedan, wagon, and two-door coupe. With a four-cylinder engine and front-wheel drive, Subaru marketed the car to rural Americans because of its ability to handle rural roads. It sold for $1,699.

A few years later, Subaru replaced the FF1 with the Leone series of sedans, wagons, and coupes, marketed as DL or GL models. In 1975, Subaru introduced its first four-wheel-drive wagon, becoming the first four-wheel-drive passenger car sold in the U.S. Around this time, Subaru adopted the tagline “The Economy Car for Today’s Economy” as Americans continued to recover from the recession.

1980s

In the 1980s, Subaru released new versions of the DL and GL, updating the styling but maintaining the mechanical system and popular four-wheel-drive wagon. Following the release of the aerodynamic XT Coupe in 1985, Subaru debuted the Justy in 1987. The Japanese import became the first car in the U.S. to have an electronic continuously variable transmission. At the end of the decade, the automaker released the Legacy, the first Subaru vehicle built in the U.S.

1990s

In 1993, Subaru put the first Impreza on the market, offering it as a compact sedan and sport wagon. Two years later, the automaker unveiled the Outback, the first sport utility wagon in the world. First offered as a Legacy trim, the Outback became its model in 1996. Two years later, Subaru debuted the Forester, slotting it between the smaller Impreza and the larger Outback. By the end of the century, Subaru had sold 3 million vehicles in the U.S., achieved record sales, and topped $3 billion in revenue.

2000s

In the early 2000s, Subaru released the second-generation Impreza WRX as a sedan and sport wagon. In 2005, the company introduced the B9 Tribeca, the brand’s first three-row vehicle that could seat seven passengers. Around this time, the Subaru of Indiana Automotive plant became the first U.S. manufacturing facility to achieve zero-landfill status. Since then, all Subaru plants have recycled or converted manufacturing waste into electricity.

As Subaru continued to grow in popularity, the brand launched its now-famous “Love” campaign in 2008. The tagline “Love. It’s what makes a Subaru, a Subaru” has come to represent Subaru owners’ passion for their vehicles.

2010s

The Subaru XV Crosstrek, a compact crossover SUV, came to the U.S. in 2013 and became one of the brand’s top sellers. A few years later, Subaru introduced the three-row Ascent, a family-friendly SUV with seating for up to eight passengers. The Ascent also came with Subaru EyeSight Driver Assist Technology, the first vehicle in the lineup to have this standard feature.

Throughout this decade, Subaru continued to exceed sales expectations, eventually shattering its 600,000-unit milestone in 2016. In 2018, the brand celebrated its 50th anniversary with limited special-edition vehicles.

2020s

So far this decade, Subaru has made impressive updates to its lineup while staying true to its reputation for dependable, high-quality vehicles. In 2020, it introduced a new Crosstrek Sport trim, upgrading to a 2.5-liter direct injection engine for enhanced performance. Last year, Subaru began offering Wilderness models for the Outback and Forester, which offer maximum off-road capabilities. New for 2023, the Solterra has become the brand’s first all-electric vehicle — complete with Subaru’s standard all-wheel-drive system.

Subaru Core Values

Over the last 50-plus years, Subaru has become an iconic automobile brand, but the company’s values extend further than its vehicle lineup. Subaru emphasizes volunteering and community involvement. In 2021, Subaru logged over 10,000 volunteer hours with an employee participation rate topping 70%. The automaker also partners with over three dozen charities and organizations, including Feeding America, Make-A-Wish, and the National Parks Conservation Association.

In addition, Subaru has set ambitious goals for its global conservation efforts. By 2030, the company plans to make 40% of its sales from electric or hybrid vehicles. It plans to reduce carbon dioxide emissions from new cars in the long term, achieving carbon neutrality around 2050.

Subaru’s Reputation

Subaru has a long-standing tradition of producing safe, reliable, and efficient vehicles. When you drive a Subaru, you know it’s built to last. The company’s reputation for quality and all-wheel-drive standard, combined with its dozens of charity partnerships and commitment to sustainability, make Subaru a true leader in the automobile industry. This is why Subaru considers itself more than just a car company.

Find Your Next Subaru in Corinth, Texas

Now that you know more about Subaru’s well-deserved reputation for building quality, reliable vehicles, are you ready to make one your own? Visit Huffines Subaru Corinth to test drive an all-new Subaru vehicle. Whether you prefer the classic Outback, the rugged Forester, or the high-performing Crosstrek, we have a Subaru to fit your lifestyle. For more information about our current inventory, contact us today.

We look forward to showing you why so many people love to drive a Subaru.