Subaru Active Lifestyle Ad Campaign Asks The Question - What Are You Made Of?

         - New Campaign Features Tennis Champion Martina Navratilova,
 Pro-Mountain Biker Tara Llanes and Champion Snowboarder Victoria Jealouse -

    CHERRY HILL, N.J., May 7 Subaru of America, Inc. (SOA), a
pioneer and marketer of crossover all-wheel drive vehicles designed for the
active lifestyle driver, today announced a new advertising campaign featuring
nine-time Wimbledon Champion Martina Navratilova, champion mountain biker Tara
Llanes and professional snowboarder Victoria Jealouse.  Part of new creative
to support the 2002 Subaru Forester, the "What Are You Made Of?" campaign,
created by Temerlin McClain, Dallas, acknowledges the accomplishments and
competitive spirit of active lifestyle women.
    A strong supporter of female athletes, Subaru has had a long-time
relationship with Navratilova, Llanes and Jealouse as part of various Subaru
marketing programs.  Subaru is committed to sponsoring outdoor organizations
and activities important to active lifestyle women, including the American
Canoe Association, The National Ski Patrol, International Mountain Biking
Association, Master's Rowing Association and Leave No Trace.
    "This new campaign will supplement our already strong active lifestyle
image with consumers, specifically among active women.  It is designed to
speak to women in a meaningful way," said Bill Cyphers, vice president of
marketing, Subaru of America, Inc.  "We are happy to once again be working
with Martina, who is universally recognized as a champion, personifying the
attributes of our brand as a go-anywhere, do-anything individual.  Victoria
and Tara continue this trend as examples of women who embody the
characteristics of the active lifestyle customers we want to reach."
    A modern interpretation of an old nursery rhyme, the TV spot features
three short vignettes of Jealouse snowboarding down a mountain of pure powder,
Llanes tackling rugged terrain on her mountain bike and Navratilova serving
the perfect ace.  Each vignette is followed by dramatic footage of the 2002
Subaru Forester showcasing its full time all-wheel drive athleticism in the
same rugged conditions.  The voice over inquires, "What are little girls made
of?" and answers "Sugar, spice and everything nice."   At the close of the
spot Martina responds by turning to the camera and asking confidently, "So ...
what are you made of?"
    "Subaru has made a strong and very real commitment to speaking to active
lifestyle women in a high-level way," said tennis champion Martina
Navratilova.  "Subaru understands that women are an essential component of the
automotive market, and posses tremendous buying power.  The compliments I
received after appearing in the `What Do I Know?' campaign last year were both
overwhelming and inspiring.  Women told me they truly connected with the
campaign and its message."
    The "What are You Made of?" campaign will include print and television
executions.  The television spots will air primarily on cable networks
including VH1, ESPN, The Outdoor Life Network, The Golf Channel, Lifetime and
Oxygen.  Print ads will appear in sports enthusiast publications including
Golf for Women, Fitness, Health, Runner's World Women's Select, Shape, Self,
and Sports Illustrated for Women.  The TV ads will begin airing in mid-May.
    "This campaign is a natural extension of the Subaru strategy targeting
active, athletic men and women with its All-Wheel Drive crossovers," said
Dennis Visich, vice chairman, executive director marketing and strategic
planning, Temerlin McClain.  "Subaru All-Wheel Drive empowers these people to
go where they want, do what they want, be who they want to be.  What better
way to communicate that than to celebrate the achievements of three very
accomplished athletes and women?"
    The 2002 MY Forester continues to set the standard value and active safety
in the small SUV segment.  In Insurance Institute for Highway Safety (IIHS)
frontal offset crash tests, Subaru Forester earned the highest rating in its
class.  Additionally, the editors of Consumer's Digest named Forester as a
"Best Buy" for the fourth consecutive year.  The Polk Company recently
recognized Forester for having the highest Model Loyalty in the Compact Sport
Utility Vehicle segment.

    About Subaru of America, Inc.
    Subaru of America, Inc. is a wholly-owned subsidiary of Fuji Heavy
Industries Ltd. of Japan.  Subaru pioneered the concept of the passenger
car/sport-utility vehicle with the introduction of the Subaru Outback, the
"World's First Sport Utility Wagon.  The Subaru Legacy is the best selling
All-Wheel Drive car sold in America, based on the Polk Company retail
registration statistics as of 12/31/00.
    Headquartered near Philadelphia, the company markets and distributes
Subaru vehicles, parts and accessories through a network of 588 dealers across
the United States.  All Legacy and Outback models sold in the United States
are produced at the Subaru-Isuzu Automotive Inc. manufacturing plant near
Lafayette, Ind.  Over the past eight years, the company has seen its sales
increase by nearly 100 percent thanks to its popular line of car-based sport
utility vehicles, and is among the fastest growing brands in the automobile
industry.

    CONTACT:  Rob Moran of Subaru of America, 856-488-3326 or
rmoran@subaru.com; or Robyn Slater of Ruder-Finn, 703-948-6357 or
slaterr@ruderfinn.com.

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