'Sweet Tomorrow': Expectant Parents Featured in Ad Campaign for 2011 Subaru Legacy in Asian-American Markets

Crucial Life Moment of New Parenthood Highlighted, with Focus on Importance of Making the Right New Vehicle Choice for Expanding Families


Cherry Hill, N.J., May 19, 2011 -- Subaru of America, Inc. has launched a new advertising campaign targeting the Chinese-American market. The campaign, produced in Cantonese, Mandarin and English, features the 2011 Subaru Legacy, rated a Top Safety Pick by the Insurance Institute for Highway Safety (IIHS). The media mix features TV, print, online and out-of-home running in key Asian-American markets, including Los Angeles and San Francisco.

Developed in partnership with AdAsia and Park Productions, the TV creative for this campaign, "Sweet Tomorrow," centers on the lives of expectant parents and emphasizes the safety and reliability of the Subaru brand. It tells the story of a young Chinese couple balancing tradition with their Chinese-American lifestyle. The campaign shows the couple preparing for parenthood and introduces Subaru as their choice for safety and comfort in the next chapter of their lives.

The focus on new parents is one way of targeting a younger demographic. Potential Subaru owners in target markets for this campaign are younger than the general market. The early to late 30s demographic is depicted through life stage and style cues, such as preparing for the birth of a child; hobbies; attire and decor.

"Making the right vehicle choice is a big decision for expanding families," said Alan Bethke, director of marketing communication, Subaru of America, Inc. "In fact, other than the arrival of the child itself, a car purchase is one of the biggest costs involved for new parents. It's important that families choose a vehicle that provides safety and versatility and we wanted to show that in a unique and emotional way."

Subaru has worked with AdAsia on various campaigns, including the 2011 WRX "Manhua" campaign and this year's "Asian Lunar New Year" print creative. Park Productions produced the "Sweet Tomorrow" TV spot with director Lisa Rubisch. "Sweet Tomorrow" is scheduled to run through October 2011.

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. Subaru boasts the most fuel efficient line-up of all-wheel drive products sold in the market today based on Environmental Protection Agency (EPA) fuel economy standards. 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 of America Wins Top Automotive Webby Award and Gold IAAA Award for 'Mediocrity' Campaign

Interactive Campaign Promotes Fictional Bland Vehicle with Website and Social Media, But All Roads Lead to Standout 2011 Subaru Legacy


Cherry Hill, N.J., May 18, 2011 -- Subaru of America, Inc. has won a 2011 Webby Award in the automotive category, plus the Gold 2010 International Automotive Advertising Award (IAAA), for the company's tongue-in-cheek "Mediocrity" campaign.

Playing off of the abundance of bland mid-sized sedans in the marketplace, the campaign portrays a dull and unexceptional fictional vehicle: the 2011 Mediocrity, shown in monotone beige. This uninspiring vehicle is then contrasted to the vibrant Subaru Legacy with its 2.5 litre Boxer engine and standard all-wheel drive, which combine to make it an engaging car to drive.

The Mediocrity campaign was developed in partnership with Subaru's advertising agency of record, Carmichael Lynch. The campaign's digital focus included a fully interactive website, custom vehicle detail pages in car shopping sites, online banners and video, plus a Facebook page, a YouTube channel, a Twitter feed and a Flickr presence. National broadcast media also drove awareness of the 2011 Mediocrity.

"Consumers shouldn't have to settle on a vehicle that's just adequate," said Alan Bethke, director of marketing communication, Subaru of America, Inc. "The Mediocrity campaign was an engaging way to have some fun with this trend toward blandness while offering a better alternative, 2011 Subaru Legacy."

Highlighting the best of the Web, the Webby award winners are chosen by members of the International Academy of Digital Arts and Sciences. This year's 15th Annual Webby Awards is the biggest in their history, with winners chosen from nearly 10,000 entries from all 50 U.S. states and more than 60 countries worldwide. The International Automotive Advertising Awards, established in 1995, celebrate and showcase the effort and excellence in automotive and automotive-related advertising and marketing across all medias.

Subaru of America also received the following accolades from the IAAA for its television work:

  • Baby Driver / Gold "Passenger Cars Intermediate/Large; Television"
  • Hockey Mom / Gold "Sport Utility; Television"
  • Where Did We Park? / Gold "Sport Utility; Television"
  • Honeymoon / Silver "Sport Utility; Television"
  • Reunion / Bronze "Sport Utility; Television"

Both the Mediocrity campaign and the arresting television advertising have increased Subaru awareness and affinity with vehicle shoppers and have contributed to record sales for the brand in both 2010 and the first quarter of 2011.

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. Subaru boasts the most fuel efficient line-up of all-wheel drive products sold in the market today based on Environmental Protection Agency (EPA) fuel economy standards. 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.

Bill Cyphers Named Sr. Vice President, Sales for Subaru of America

Record-Setting Company Names Seasoned Executive to Lead Sales Team


Cherry Hill, N.J., May 12, 2011 -- Subaru of America has announced that Bill Cyphers has been named sr. vice president, sales. Cyphers is a seasoned member of the SOA executive team and has held a number of executive positions at Subaru. Most recently Cyphers was the regional vice president at SOA's Eastern Region. Prior to that Cyphers held separate vice president positions in sales, sales operations, marketing, distributor operations, and other regional locations. Cyphers began his career with Subaru in 1984. Prior to Subaru, Cyphers worked for the Ford Motor Company and is a graduate of Michigan State University.

In a related move, Mike Hafertepe moves from regional vice president, Central Region to replace Cyphers as regional vice president, Eastern Region. Hafertepe has been with Subaru for over ten years and was previously at Nissan. The open point for VP, Central Region will be filled shortly.

Also, Jeff Walters is promoted to vice president, field & distributor operations, reporting to Bill Cyphers. Most recently Walters was director, field & distributor operations and prior to that was a regional sales manager in Atlanta for SOA. Walters has worked in sales and marketing for Subaru since 1992. He began his career with Subaru as a management associate and holds an MBA from Indiana University and a BS from the University of Michigan.

Tom Doll, Executive Vice President, SOA said, "There's no doubt our success has shone a light on our people and while turnover is a natural part of any business it is sometimes more so when you are a successful one. We are aware of this, and we have a strategic plan to manage our employee base, and as well as develop our internal talent. It is because of that strategic planning that we have good bench strength within the SOA Sales organization and so we were able to act quickly to make this latest reorganization.

"Looking forward, our brand remains strong and in an excellent place in the market and these new appointments will help us remain focused on the continuing success of the all-new Impreza debut as well as our FYE 2012 opportunities."

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. Subaru boasts the most fuel efficient line-up of all-wheel drive products sold in the market today based on Environmental Protection Agency (EPA) fuel economy standards. 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 of America Takes on the Unpredictability of Mother Nature

New Campaign Highlights Subaru Symmetrical All-Wheel Drive Through Digital, Mobile and Social Integration


Cherry Hill, N.J., May 9, 2011 – Predicting Mother Nature is never easy, even for the best weather professionals.  To help consumers, Subaru has launched a humorous new campaign, "The World's Worst Weatherman," to show that even when caught off guard by the weather, drivers can call on the confidence, safety and reliability of Subaru Symmetrical All-Wheel Drive to handle virtually any road condition.

Developed by Minneapolis ad shop Carmichael Lynch, Subaru of America's agency of record, the campaign uses TV spots, Subaru.com, the company's Facebook page  as well as mobile applications and YouTube to help drivers in any region of the country understand the Subaru Symmetrical All-Wheel Drive advantage. 

"Our newest campaign puts a comedic spin on the way we all plan our activities based on the weather," said Alan Bethke, director of marketing communication for Subaru of America, Inc. "The World's Worst Weatherman campaign brings the unpredictability of weather to viewers in a fun and amusing way – and most importantly, touts the value of Subaru Symmetrical All-Wheel Drive.  In other words, the weather really doesn't matter if you drive a Subaru."

Vehicle shoppers can watch two Subaru-produced videos – both independently certified by the United States Auto Club – that demonstrate how Subaru's Symmetrical All-Wheel Drive outperforms  the competition from Toyota, Ford, Nissan and Honda.  The videos are available at subaru.com/weather, along with games such as "Conversation Starters," "Time Wasted" and "Weather Odds." Conversation Starters features alternative options for beginning discussions rather than the overused line, "So, how about that weather today?"  Time Wasted calculates the amount of time a person spends worrying about the weather, based on age and frequency of weather chat. Weather Odds predicts the probability of a person encountering inclement weather in their current location.

Another game on Subaru's Facebook page, "Forecast Showdown," allows fans to pit themselves against the actual forecast, as well as their friends' forecast predictions, to see who has the superior forecasting skills. Visit Subaru.com/weather for more information.

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.  Subaru boasts the most fuel efficient line-up of all-wheel drive products sold in the market today based on Environmental Protection Agency (EPA) fuel economy standards.  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 of America Records Best April in Company History

Legacy Sedan, Outback and Impreza Set Records, Too


Cherry Hill, N.J., May 3, 2011 -- Following its best sales quarter, Subaru of America, Inc. today announced its best April sales in company history, with 14 percent year-over-year growth.

April 2011 marks eight consecutive months of record sales for the Subaru Legacy sedan and 10 consecutive record months for the Outback. Consumers drove the Subaru Outback to nearly 30 percent growth in sales from April 2010, marking the carline's 22nd consecutive month of year-over-year increases. Total Impreza sales increased 20 percent from the previous year -- a record for the carline -- and within that growth, the WRX/STI sales volume more than doubled.

Subaru Image

"We're very pleased with another month of record breaking sales," said Timothy M. Colbeck, senior vice president of sales, Subaru of America, Inc."We extend tremendous thanks to our dealers for helping us grow across the country."

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.