Name: How Subaru Plans To Maintain Its Unlikely Success
Uploaded: 2021-05-13T12:39:32.000Z
Duration: 15 min 41 s
Description: VoiceTubeの動画で発音を聞きながら英語表現を覚えよう！学べる英語：

法助動詞 B1

Subaru might be one of the strangest success stories in the history of the American

automotive market. A small, scrappy Japanese brand that started as a division of an

基礎受動態

industrial conglomerate, was brought to the states by a couple of American businessmen in the

But it persisted, and over the decades, it has gone from being a tiny niche player

to one of the most successful brands in America.

The company started out with this little car called the

360 and it got declared unsafe by Ralph Nader in

1971. And then the company almost goes out of business.

Subaru's sales steadily increased during most of the last decade as it reaped the

benefits of its unique products and marketing strategies.

It weathered economic recessions far better than much larger competitors, and it is positioned near

the top of consumer satisfaction surveys, sometimes totally dominating them.

So it's been quite a quite a roller coaster.

But what's really been interesting for me anyway is how we've been able to stay so consistent

really over these last 12 years or so in terms of maintaining our business and having it

Ramping up production to meet soaring demand is not easy for a smaller manufacturer, and

Subaru has been hurt by the occasional recall.

It also has to keep up with the ever changing auto market, including by developing electric

Subaru has tasted both wild success and bitter struggle.

Can it hold on to its current good fortune?

Subaru was an automotive brand created by the Japanese conglomerate Fuji Heavy Industries,

the Subaru name is the Japanese name for the Pleiades star cluster, what the brand's logo is meant to

represent. According to the company, the six stars of the cluster represent the five companies that

joined to form the one Fuji Heavy Industries.

In 1958, it released the Subaru 360, a small car that bore some resemblance

to European vehicles such as the Fiat 500 and the Volkswagen Type Two, also

known as the Beetle. The brand came to the U.S.

Businessman Malcolm Bricklin bought a contract to sell Fuji's Rabbit scooters in the U.S.,

only to be told by the company that it was discontinuing scooters.

Bricklin went to Japan to protest that he had been cheated, but he saw a couple of cars there,

At 960 pounds, it was just light enough to avoid the federal regulations governing the sale of

cars, which applied to vehicles 1,000 pounds or more.

Panned by critics, but less costly than more popular alternatives, the company actually

under the slogan "Cheap and Ugly Does It".

The FF-One, which came out in 1970, was the first car to feature Subaru's

Boxer engine. Already in 1972, Subaru had its first public

offering on the New York Stock Exchange at an opening price of three dollars.

That same year, 1972, it took a big step toward destiny when it

released a four wheel drive wagon version of the Leone known in the U.S.

It was the first time American buyers saw four wheel drive on a passenger car rather than a

truck. In 1977, Subaru came out with another model that would prove a favorite for

many. The bi drive recreational all terrain transporter, better known

as the BRAT. It was a two door, two seat, car truck fusion and

was aimed at buyers who had active outdoor lives.

The vehicle developed quite a cult following among a wide range of buyers.

In 1980, the company took yet another step that would help it establish a global reputation for

high performance and build a very loyal following.

It entered a team in the World Rally Championship.

Rallying is a form of racing where drivers move from one point to another rather than drive laps around a

circuit. And it often involves driving over varied terrain, including dirt, roads, snow, and some

obstacles. The 1987 Justy, a microcar brought with it a

At the time, an uncommon transmission found across Subaru's range today.

By the mid 1980s, Subaru was a Wall Street superstar, a much talked about stock that hit

a high just under thirty nine dollars per share.

But soon after that, Subaru fell into decline.

Reagan pursued a weak dollar policy in 1985.

Through 1986, we started to get massive pricing increases from our Japanese parent

company in Japan. So as a result of that, the cars ended up

increasing in price so dramatically over a short period of time.

And then we went down into this period, I call it the Valley of Despair from 1987 through

1994, where we just couldn't figure it out.

Around that time, other Japanese manufacturers were competing pretty stiffly with the automaker and the

astronomical value of the Japanese currency hurt Subaru.

In 1990, Fuji Heavy Industries acquired the remaining half of Subaru of America shares it did

not already own for six dollars a share in cash.

In the 1990s, Subaru began to come into its own with a combination of products and

marketing strategies that persist to this day.

The legacy sedan, the first Subaru built in the U.S., was introduced in 1989.

Then in 1995, the company hit something that would later be seen as one of its biggest breakthroughs

The Outback essentially save the company.

The Outback started as a trim package for the wagon version of the legacy, with its

characteristic fog lights and roof rack, it was marketed as an alternative to popular

sport utility vehicles of the day from a brand that didn't have any true SUVs.

The Outback is a category straddling vehicle.

Some people consider it one of the first true crossover vehicles, a category that has bloomed in

recent years. Subaru ran an ad campaign for the Outback with

Australian actor Paul Hogan, the star of the Crocodile Dundee movies.

The Forester followed in 1997, a similar looking model with a slightly taller

stance. It was also the decade when Subaru began to build fierce loyalty among

One group that was considered a bit of a risk at the time, gay women.

The company discovered it had a loyal following among lesbians at a time when mainstream products

Print ads featured license plates that had references to the show Xena Warrior Princess

字幕リスト動画再生

How Subaru Plans To Maintain Its Unlikely Success

essentially

commitment

crisis

campaign