Subaru
ActiveOverview
Subaru of America, Inc. (SOA) is the U.S. subsidiary of Subaru Corporation, responsible for distributing Subaru-brand vehicles across the United States. It focuses on SUVs and sports models equipped with symmetrical all-wheel drive and horizontally-opposed engines, positioning Subaru as a leader in all-weather capability and safety features like EyeSight driver assist. SOA operates from headquarters in Camden, NJ, with a zero-landfill assembly plant in Lafayette, Indiana, and over 600 retailers nationwide, emphasizing community support and sustainability.
History
Subaru Corporation originated from the 1917 Aircraft Research Laboratory founded by Chikuhei Nakajima, evolving into Nakajima Aircraft and post-WWII Fuji Sangyo, with five companies merging in 1953 to form Fuji Heavy Industries (renamed Subaru Corporation in 2017). Automaking began with the 1958 Subaru 360 launch. Subaru of America was established in 1968 in Pennsylvania, relocated multiple times, and fully acquired by Fuji Heavy Industries in 1990, moving to its current Camden, NJ headquarters in 2018.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Forester (compact SUV) | versatile all-wheel drive family vehicle | $28,000 - $40,000 |
| Outback (wagon/SUV) | rugged adventure crossover | $30,000 - $45,000 |
| Ascent (three-row SUV) | family-oriented midsize SUV | $35,000 - $50,000 |
| Crosstrek (subcompact SUV) | affordable off-road capable crossover | $25,000 - $35,000 |
| Impreza (compact sedan/hatchback) | practical daily driver with AWD | $23,000 - $30,000 |
| WRX (performance sedan) | turbocharged sports sedan | $32,000 - $45,000 |
| Solterra (electric SUV) | all-electric all-wheel drive SUV | $45,000 - $50,000 |
Manufacturing
Subaru vehicles sold in the U.S. are primarily manufactured by Subaru Corporation in Japan and at SOA's zero-landfill assembly plant in Lafayette, Indiana. The Indiana facility produces models like the Ascent, Outback, and Legacy for the North American market. Aerospace components are also produced in Japan.
Notable Products
- Outback - Iconic wagon with raised ground clearance and symmetrical AWD for outdoor use.
- Forester - Compact SUV known for reliability and all-weather performance.
- WRX - Turbocharged performance sedan with rally heritage.
- Impreza - Base model offering standard AWD in compact package.
- Ascent - Largest SUV with three rows for families.
- Solterra - First all-electric vehicle with dual motors for AWD.
Reputation
Subaru enjoys strong loyalty among enthusiasts for its standard symmetrical all-wheel drive, boxer engines, and durability in harsh conditions, often praised in automotive reviews for safety via EyeSight. Professionals note high reliability ratings and resale value, though criticisms include limited engine power in non-turbo models and dated interior designs compared to rivals. The brand's focus on SUVs has boosted U.S. sales, but it faces challenges in electrification transition.