Subaru Launches 2003 Baja Micro

CHERRY HILL, N.J., Jan. 22 -- Subaru of America, Inc. (SOA), a pioneer of crossover all-wheel drive vehicles designed for the active lifestyle, today announced the launch of a consumer site dedicated to its latest vehicle introduction -- the 2003 Subaru Baja -- at www.subarubaja.com. The 2003 Subaru Baja, introduced at the North American International Auto Show in Detroit, is a new type of crossover vehicle that combines the performance, safety and comfort of a passenger car with the ``throw and go'' versatility of a pickup.

At the site, visitors can review the debut in Detroit from their desktop, check out product features and image gallery or register to join the ``Baja Quest,'' an interactive online adventure. Baja Quest registrants enter an online treasure hunt that challenges users to answer active lifestyle oriented questions, based on Subaru affiliate organizations, for the opportunity to win bi-monthly treasures in various outdoor/special interest categories. The Quest culminates in the opportunity to win a grand adventure package that draws from Subaru affiliates and sponsorships for a uniquely Subaru active lifestyle experience. Subarubaja.com and Baja Quest were designed in partnership with DVC Interactive, part of DVC Worldwide, one of the nation's top 75 Internet professional services firms.

``The 2003 Subaru Baja is a unique crossover vehicle, therefore, we wanted to develop a distinctive site that reflected its fun personality while communicating its many one-of-a-kind benefits,'' said Tim Colbeck, director of e-business, Subaru of America, Inc. ``The Baja is perfect for active individuals. It offers us the opportunity to develop an online experience that blends the best of the vehicle with the best from our active lifestyle relationships.''

Highlights of the Baja micro-site include:

* The Baja Quest - Visitors who register for the seven-month long Baja Quest are asked to select the adventure they wish to be eligible to win by choosing one of seven adventure/interest categories-snow, mountain, water, professional, gardening/home improvement, performance and beach. Participants enter the bi-monthly sweepstakes by answering a simple question from their selected category. Every two weeks, one entrant from each of the seven lifestyle categories will be selected to win a prize from that category. Prizes such as snowshoes, wet suits and hiking boots will be related to Subaru's partnerships with L.L.Bean and Subaru affiliate partners. Each time participants visit the site and enter the bi-weekly sweepstakes they earn incremental entries into the Grand Adventure sweepstakes. At the end of the Quest in October, one winner from each interest category will be awarded a Subaru Grand Adventure.

* Virtual Auto Show - Get the full report on the debut of the 2003 Subaru Baja at the North American International Auto Show in Detroit. This insider's view includes interviews, exclusive video footage of the debut and the Baja introduction speech from the auto show.

* Product Features - Visitors can browse the colors, highlights and accessories that make the Baja what it is. Available colors are Regatta Red Pearl, Black Granite Pearl, Baja Yellow and Silver Stone Metallic. Highlights include basic exterior and interior features and well as the performance and safety specs that are part of every new Subaru Baja.

* Image Gallery - Images include interior and exterior shots of the new Subaru Baja. From hauling jet skis and mountain bikes to transporting plywood, images show how the Baja is a versatile partner for a variety of lifestyle activities.

* Drive Baja First - Visitors can sign up on the exclusive list to be among the first to drive off in a brand new Subaru Baja. The vehicle will be available for purchase in fall 2002.

Subarubaja.com features the same versatility, functionality and fun that characterize the Subaru Baja vehicle. Visitors to the site can see the Baja in action and experience the Baja in a variety of active lifestyle settings and activities. Like the Baja, the site can be customized to match the visitor's interests and lifestyle. In addition, the site stirs the imagination -- offering 101 ideas of things that you can do with a Baja and inviting visitors to submit their own ideas.

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.''

Headquartered near Philadelphia, the company markets and distributes Subaru vehicles, parts and accessories through a network of nearly 600 dealers across the United States. Over the past nine years, the company has achieved year-over-year retail sales increases thanks to its popular line of car-based sport utility vehicles, and is among the fastest growing brands in the automobile industry.

About DVC

DVC Worldwide, is a fully integrated marketing and communications company with superior technology capabilities. The company uses behavioral marketing in its work, and is uniquely qualified to help leading and emerging brands and companies generate results, build customer relationships and improve efficiency. DVC was named ``Agency of the Decade'' by PROMO magazine in January, 2000. The company is headquartered in Morristown, NJ, and has offices in New York City, Minneapolis and the U.K.

DVC Interactive was founded in 1998 and now ranks among the top 75 Internet professional services firms in the country. With its roots in behavioral marketing, DVC Interactive creates e-solutions that persuade consumers and customers to take action. Services include strategic Internet consulting; Web site development and e-commerce; Internet-based IT solutions; on-line marketing; and advertising. Clients include Bristol Myers & Squibb, Perdue, Howard Johnsons, AT&T, Pharmacia, Schering-Plough, Subaru of America and Roche. For more information, visit www.dvc.com or send E-mail to info@dvci.com