Subaru has a new global brand slogan: ‘Confidence in Motion’

Article by Christian Andrei, on November 9, 2010

“Confidence in Motion” is the new global brand slogan for Subaru, the only brand that was able to boost sales in the US for the past three years. Ikuo Mori, president of Fuji Heavy Industries Ltd., said that the brand will start using the slogan after it reveals a concept vehicle at this month's Los Angeles Auto Show that exemplifies the new theme.

“Confidence in Motion” is evident of Subaru’s focus on engineering and safety. It also refers to Subaru’s commitment to innovating in order to cope with the changing customer demands, according to Fuji Heavy Industries, which builds Subaru vehicles.

The Subaru brand posted a 25% increase in US sales in October. It also posted a 23% gain for the year, which is more than twice the industry advance. In 2008, Subaru was able to increase US sales as the market struggled. Last year, Subaru was one of three that was able to raise sales.

Subaru is actually on track to rebound this fiscal year from a loss last year. Mori also revealed a revised earnings forecast for the fiscal year ending March 31, 2011.

Mori had doubled his net income outlook to ¥50 billion ($597.7 million), compared with a $196.7 million net loss the previous year.

Earlier, Fuji Heavy had posted a net profit of $298.9 million for 2010. [via autonews - sub. required]

Topics: subaru, advertising

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