The What the Subaru

Black text on a bright orange background

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 America, the 360, offered a counterpoint to the much larger cars being produced domestically at the time and was advertised as “cheap and ugly.” 

“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 to help introduce the brand to the wider American market. The campaign was designed to help consumers connect the company’s name with the physical shape of the car.