Subaru Announces the Auto Industry's New Big Three: Think. Feel. Drive.

-- Company Launches New Ad Campaign Featuring Subaru Legacy and Outback With Symmetrical All-Wheel Drive and Subaru Global Brand Philosophy --

CHERRY HILL, N.J., March 21 -- Subaru of America, Inc. today announced the launch of its new ad campaign featuring the Subaru Legacy and Outback with Symmetrical All-Wheel Drive and introducing the auto industry's new big three: "Think. Feel. Drive." The new ads are a first step in an integrated marketing campaign from new ad agency DDB New York.

"We are excited to bring the Subaru global brand philosophy 'Think. Feel. Drive.' to our US marketing and advertising strategy," said Rick Crosson, vice president of marketing, Subaru of America, Inc. "These first spots take customers back to the roots of Subaru by reflecting on our heritage, core technology, as well as the emotional connection our customers have with their vehicles. We think this campaign will continue to broaden the Subaru brand's appeal with fresh creative that signals a return to the clever sense of humor Subaru is known for."

The new television spots, print ads and website, http://www.thinkfeeldrive.com/, feature the Subaru global brand philosophy "Think. Feel. Drive."

The Subaru global brand philosophy expressed as "Think. Feel. Drive." encompasses the company's commitment to the customer experience and the way only Subaru designs and builds cars creating a category of one. "Think" focuses on differentiating the brand from the perspective of what drivers and passengers need in technology, style, value and service. "Feel" is about sensitivity to the ride and the environment. It is about the emotional connection that begins with engineers and designers and extends from car to driver. "Drive" is a focus on both the Subaru driving experience and the dedication to quality inside and out. Together, these words encompass the Subaru experience and commitment so many Subaru owners have come to appreciate.

"The point of the print ad and theme line 'Think. Feel. Drive.' is to add greater emotional dimension and value to the Subaru brand," said Lee Garfinkel, chairman and chief creative officer, DDB New York.

In addition to the "Think. Feel. Drive." ads, Subaru is debuting two new 30-second spots entitled "Two Wheels" and "Road Grip."

In "Two Wheels," a 30-second commercial for the Subaru Legacy, a "two- wheel-drive world" is depicted where cars drive on two wheels - some tilted forward, some tilted back. The two-wheelers pull out of garages in the morning, drive down city streets, park in parking lots and line up at toll booths. Demonstrating the superior handling of the Symmetrical All-Wheel Drive Subaru Legacy, the hero car is shown on all four wheels, gracefully and powerfully weaving around the two-wheel drive cars. The spot closes with the line, "Why have four wheels if you're not going to use them?"

"Road Grip" is a 30-second commercial that compares the way Subaru Outback grips the road with the way animals grip in the great outdoors. The spot opens with a tree frog moving along a leaf, its sticky pad fingers gripping the leaf's surface. A leopard leaps onto a tree, its claws digging into the bark, propelling it forward. A chameleon moves upward along a branch, its hands grasping the wood. Huskies move sure-footedly through the snow, their feet digging into the ground. The Subaru Outback emerges into frame, its Symmetrical All Wheel Drive carving along effortlessly through the rugged desert.

The new spots will appear on national cable and spot TV in more than 80 markets. New print ads will complement the television ads with the same message and visuals. The print ads will begin appearing in May, in publications such as The Wall Street Journal, Men's Journal, Real Simple, Sunset, Bicycling and Outside. Radio ads will begin this summer to round out the campaign.

About DDB New York

DDB New York is the flagship office of the DDB worldwide network with a blue-chip roster of clients including Anheuser-Busch, Cotton Inc., Diet Pepsi, Exxon-Mobil, Johnson & Johnson, Lipton, Merck, Philips and Subaru. Creatively centered on the principles of its founder, Bill Bernbach, DDB New York adheres to the belief that "at the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature."

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 all-wheel drive Subaru vehicles, parts and accessories through a network of nearly 600 dealers across the United States. Subaru is the only car company that features symmetrical all-wheel drive as standard equipment on every vehicle in its product line. For additional information visit http://www.subaru.com/.