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Subaru of America, Inc. and L.L. Bean Forge Strategic Marketing Partnership

21 February 2000

Subaru of America, Inc. and L.L. Bean Forge Strategic Marketing Partnership; Establishes First Automobile Agreement for Leading Outdoor Outfitter
    CHERRY HILL, N.J., Feb. 21 -- Subaru of America, Inc. (SOA)
and L.L. Bean have entered into a multi-year, strategic marketing partnership,
it was announced today.  The partnership establishes Subaru as the official
vehicle of L.L. Bean and L.L. Bean as the official outfitter to Subaru.  The
partnership creates the first-ever automobile partnership for L.L. Bean, and
the first outfitter relationship for Subaru of America.
    Central to the Subaru L.L. Bean agreement are a 2001MY Subaru Outback
Limited Special L.L. Bean Edition available in the United States and Canada,
an L.L. Bean gear and apparel program for Subaru and its dealers and L.L. Bean
presence at select Subaru sponsored outdoor events including Subaru Outback
Rendezvous and Subaru Gorge Games.  Additionally, the L.L. Bean Subaru Outback
will be featured exclusively at L.L. Bean retail outlets and in L.L. Bean
merchandise catalogs.
    "L.L. Bean creates the finest quality products to support an active
lifestyle, is committed to responsible enjoyment of the outdoors and provides
exemplary customer service," said Bill Cyphers, vice president of marketing,
Subaru of America, Inc.  "L.L. Bean is a natural partner for Subaru, as both
companies provide outdoor enthusiasts with products that enhance their lives.
We are honored that Subaru has been selected as the official vehicle of L.L.
Bean and we look forward to a long and mutually beneficial relationship."
    The partnership closely aligns Subaru and L.L. Bean's goals of attracting
active lifestyle consumers who are dedicated to responsible enjoyment of the
    "Both L.L. Bean and Subaru customers enjoy many of the same trails and
natural territories that appeal to the outdoor enthusiast," said Steve Fuller,
vice president and general manager of L.L. Bean's Traveler division.  "Subaru
is a committed supporter of programs that encourage responsible use and
enjoyment of the outdoors.  The company's distinguished dedication to the
outdoors made our selection of Subaru as official vehicle of L.L. Bean a
natural choice.  We are confident our customers will really appreciate this
unique partnership."
    Scheduled to be released in late summer 2000, the Subaru Outback Limited
Special L.L. Bean Edition will feature an exclusive L.L. Bean appearance
package, badging and a special 1-800 customer assistance number.

    About L.L. Bean
    L.L. Bean, Inc., is a leading retailer of quality gear and apparel for
men, women, and children who enjoy the outdoors.  L.L. Bean was founded in
1912 and is headquartered in Freeport, Maine.  Customers can call
800-809-7057 for a free catalog or visit L.L. Bean's web site at

    About Subaru of America, Inc.
    Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy
Industries Ltd. of Japan.  Headquartered near Philadelphia, the company
markets and distributes Subaru vehicles, parts and accessories through a
network of nearly 600 franchised dealers across the United States.  All Legacy
and Outback models sold in the U.S. are produced at the company's American
manufacturing plant, Subaru-Isuzu Automotive, Inc., near Lafayette, Ind.
    Over the past six years, the company has nearly tripled its revenues and
seen its sales increase by nearly 50 percent thanks to its popular line of
car-based sport utility vehicles.  The company is among the fastest growing
brands in the automobile industry and was recently named "Most Improved Car
Company in the World" by the London-based Financial Times Automotive World

    CONTACT:  Richard Marshall of Subaru of America, Inc., 609-238-9289,; or Rich Donaldson of L.L. Bean, 207-552-6022,; or Rob Moran of Ruder-Finn, Inc., 917-767-6585 or