Confidence in Motion

Pure Driving Enjoyment

“Confidence in Motion” is the Subaru global brand statement.

Subaru is driven by its own vision of what mobility should be, never aiming to be all things to all people. Incorporating technological ingenuity and engineering excellence, Subaru is about having the confidence and peace of mind to go anywhere, anytime.


The Origins of Subaru

Subaru is the Japanese name for Pleiades, a collection of stars which form the shoulder of the Taurus constellation. Six of these stars are visible to the naked eye, but through a telescope approximately 250 bluish stars can be seen. Subaru is also the Japanese term for ‘unite’.

The origins of the maker of Subaru vehicles, Fuji Heavy Industries (FHI), date back to the 1917 founding of the Nakajima Aircraft Co. Ltd., in its day the largest aircraft manufacturer in Asia. After World War II, the Nakajima Aircraft Company was reorganised as Fuji Sangyo Co. Ltd. The company was then divided into twelve separate companies in 1950 and shortly thereafter, on 15 July 1953, five of those companies merged to form Fuji Heavy Industries Ltd. The aircraft technology and expertise gained from the Nakajima Aircraft Co. Ltd. was refocused to produce cars, with the very first being the Subaru 360.

Today, FHI is still actively involved in the aeronautical industry, its activities include helicopter construction for the Japanese Defence Force and Coast Guard. FHI is the only attack helicopter manufacturer in Japan, and has also played significant international aeronautical roles as the company built the centre wings for the Boeing 777 and 787 Dreamliner airliners.

In 2013, FHI celebrated 60 years of operation in Japan.

Subaru in Southern Africa

Subaru Southern Africa is wholly owned by Toyota Tsusho Corporation Japan and local subsidiary Toyota Tsusho Africa. The brand is represented by 18 dealerships and service centres in Southern Africa, with well over 15 000 Subaru vehicles on Southern African roads. Headquartered in Gauteng, the company employs close on 100 people who support the brand and its network in the areas of sales, marketing, technical, parts, finance, human relations, IT and administration.

Celebrating 22 years in South Africa since 1992, Subaru in Southern Africa stands for enjoying life through exploration and continually embarking on fresh adventures.

The Subaru Driving Experience is our contribution to safer driving, offering training courses in Advanced Driving, High Performance Driving and Off-road Driving.