Driving Safety: Subaru Highlights the Moment When "That Moment" Arrives:

New Ad Talks to Parents' Worries When Children Get Their First Driver's License


Real Life Father and Daughters Play Out Critical Moment When Teen First Takes the Wheel


Cherry Hill, N.J., August 4, 2010 – Subaru of America, Inc.'s new television ad titled, "Baby Driver", is tugging at the heartstrings of parents around the country. The spot speaks to the fears parents have for their first-time driver children and features a father handing over the car keys to his daughter as she sets off to drive alone for the first time. In a neat twist of life imitating art, the two girls in the ad are real-life sisters and the "dad" is the real-life father to both girls.

Baby Driver – the story:
The new television spot begins with a little girl aged six, sitting in the driver's seat of a Subaru Legacy with her father speaking to her through the passenger side window. She smiles patiently as her father gives her the "safety talk." As he hands her the keys, we realize that all along its been a 16-year-old waiting for her first ride alone who's Dad still sees her as his "little girl."

"Most parents dread that moment when their children first take the wheel alone. It's momentous," said Kevin Mayer, director of marketing communications, Subaru of America, Inc. "We talked about this with our agency, Carmichael Lynch and we loved the idea of building a story around that moment through the eyes of the father. The fact that "he bought his Subaru, because he knew this day was coming" further highlights the reasons that people buy Subarus – our top safety and reliability ratings. We also know that many of our owners "pass down" their Subarus to their children since they are so highly rated and we wanted to show that too."

Andy Lyons, who plays the concerned father is actually experiencing this moment in his own life. "As father to both the girls, portraying those complex emotions on-screen was not a stretch for me. Having my first daughter, Lanna reach driving age and knowing that my second, Georgie, will be there all too soon, I understand the anxiety of handing over the keys for the first time."

The spot also outlines the inherent safety of Subaru vehicles and in looking to authentically portray that "hand-over moment" the company felt fortunate in finding the Lyons family. "When we found this family we threw out the script," added Mayer. "We simply asked the dad, what would you tell your daughter before she pulled away? The dad took it from there and he was perfect."

The Subaru commercial comes at a time when Teen and Distracted driving issues are making headlines.
National Teen Driving statistics at rmiia.org show that:

  • Motor vehicle crashes are the leading cause of death among 15- to 20-year-olds.
  • 16-year-olds have higher crash rates than drivers of any other age.
  • 16-year-olds are three times more likely to die in a motor vehicle crash than the average of all drivers.
  • Drivers ages 15-20 accounted for 12-percent of all drivers involved in fatal crashes in 2008 and 14-percent of all drivers involved in police-reported crashes.

According to the Insurance Institute for Highway Safety (IIHS), teenage drivers have the highest crash risk per mile traveled, compared with drivers in other age groups. The problem is at its worst among 16 year-olds, whose driving experience is the limited and whose immaturity often results in risk-taking.

"Making the right vehicle choice for teens with both active and passive safety features can be critical in increasing their safety while on the road," states Mayer. "That ‘Moment' is a real worry to many parents and we hope that our spot gets people to think about what to look for when shopping for vehicles for teen drivers."

As well as being durable, dependable and fun-to-drive, Subaru vehicles are consistently named Top Safety Picks by IIHS. The company's focus on All-Wheel Drive technology is another strong safety feature that helps improve driver control.

"When it comes to safe vehicles, Subaru is at the top of the list and that's why we use their vehicles," said Meg Kramer, founder of StreetSafe Driving Academy. "We need training vehicles that have All-Wheel Drive technology, are safe, reliable and fuel efficient. Subaru fits every one of our criteria."

The spot can be seen at www.youtube.com/Subaru and was produced for Subaru of America Inc. by its AOR, Carmichael Lynch located in Minneapolis, Minn.

About Subaru of America, Inc.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of more than 600 dealers across the United States. All Subaru products are manufactured in zero-landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife habitat by the National Wildlife Federation.

Subaru Partners with Mount Washington Observatory to Help Raise Nearly $200,000

Record Success at 10th Annual Seek the Peak Hike-a-Thon Fundraiser


Cherry Hill, N.J., August 4, 2010 – Subaru of America, Inc. sponsored the 10th annual Seek the Peak hike-a-thon that raised a record-breaking $197,000 for the Mount Washington Observatory. A long-standing Subaru partner, the Mount Washington Observatory hosted a record 479 people that each met or exceeded the event's $100 fundraising minimum. All proceeds went to support the Observatory's work in weather observation, research and education on Mount Washington. Subaru proudly remains the Official automotive sponsor of Seek the Peak, which is the Observatory's largest annual fundraiser.

Also benefiting the Observatory was a concert where Subaru donated a one-year lease on an all-new 2010 Subaru Outback which was raffled off with proceeds benefiting the Observatory. The benefit concert featured "Assembly of Dust" and special guests "The Brew" and was held at the Cranmore Mountain Resort in North Conway, New Hampshire.

The record-breaking $197,000 total was a combination of ticket sales for the "Assembly of Dust" benefit concert, raffle and individual hiker pledges. Surpassing the 2009 total by a whopping $80,000, funds raised at this year's event brings the ten-year Seek the Peak fundraising total to nearly $700,000.

"We are extremely proud of our relationship with the Mount Washington Observatory," said Tim Mahoney, senior vice president and CMO, Subaru of America, Inc. "The mission and continued success of the Observatory go a long way to help building awareness about the natural world we inhabit."

"We are absolutely thrilled with the success of this year's event," said Executive Director, Scot Henley. "The dedication of our hikers is always humbling, and this year they really raised the bar. We are incredibly fortunate to have such a passionate group of supporters."

To learn more about Seek the Peak, visit seekthepeak.org or call (603) 356.2137, 230. Registration for Seek the Peak 11 is scheduled to open December 1, 2010.

About Subaru of America, Inc.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of more than 600 dealers across the United States. All Subaru products are manufactured in zero-landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife habitat by the National Wildlife Federation.

About Mount Washington Observatory
Mount Washington Observatory is a private, non-profit, member-supported organization with a mission to advance understanding of the natural systems that create the Earth's weather and climate. Since 1932, the Observatory has been monitoring the elements in one of the most extreme locations on Earth, using this unique site for scientific research and educational outreach. For information, call (800) 706.0432 or visit MountWashington.org.

Subaru Continues Breaking Sales Records, Announces Its Best July in History

Subaru Outback Has Best Month Ever Selling 9,030 Units


Cherry Hill, N.J., August 3, 2010 – Subaru of America, Inc. posted its best July sales in history with 23,983 vehicles sold in July 2010 – a 10-percent increase over July 2009 sales of 21,839 units. Year-to-date sales totaled 149,943 units compared with 115,145 units sold through the same period last year – marking a 30-percent increase.

The Subaru Outback continues to be the stellar performer for the company selling 9,030 units in July 2010 – resulting in an astounding 82-percent increase over July 2009. The Subaru Legacy also continues to increase sales with a 37-percent improvement over July 2009 with 3,208 units sold in July 2010.

"It was great to exceed and build on last year's record results considering that last year's Cash for Clunkers program was very successful for Subaru," said Tim Colbeck, senior vice president of sales, Subaru of America, Inc. "Our products continue to attract both loyal Subaru owners and a larger than ever group of conquest customers."

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"Subaru continues to outperform the industry by offering the type of long-term value consumers are demanding," said Thomas J. Doll, executive vice president, Subaru of America, Inc. "Our customers do their research and when they purchase Subaru vehicles they know they are rated Top Safety Picks by the Insurance Institute for Highway Safety, are number one in terms of residual value by Automotive Lease Guide and are consistently ranked in the top spot by well know Consumer Buyer Guides."

About Subaru of America, Inc.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of more than 600 dealers across the United States. All Subaru products are manufactured in zero-landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife habitat by the National Wildlife Federation.

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