Fuji Heavy Industries has finally decided to rebrand itself, taking the name of the conglomerate’s best-known marque, Subaru.
The name is an effort to improve its name recognition and make it easier to identify the company, which also produces aerospace products and other industrial goods. The move, set to be completed in April 2017, was timed to mark the company’s 100th anniversary. It was originally named the Aircraft Research Laboratory in 1917.
“It makes sense to connect the larger company with the brand,” explained Michael McHale, a Subaru corporate spokesman based at its U.S. headquarters in Cherry Hill, New Jersey. (more…)