Black text on a bright orange background
This button was part of an advertising campaign introducing Subaru cars to the United States. Subaru, a subsidiary of the Japanese company Fuji Heavy Industries, has been producing cars in Japan since the 1950s. Subaru of America was founded in 1968, and was responsible for importing Subarus to the United States. The first Subaru car introduced in US, the 360, offered a counterpoint to the much larger domestic cars being produced in America at the time, and was advertised as “Cheap and Ugly”. The company’s “The What? The Subaru” advertising campaign coincided with the 1971 release of the second Subaru, the 1100, and featured print ads, bumper stickers, and other peripherals like this button. The campaign was designed to help consumers connect the company’s name with the physical shape of the car.