Fuji Heavy Industries logs Subaru Corporation as its new name

Announced last year, Fuji Heavy Industries Ltd. (FHI) is now officially Subaru Corporation. The rebranding of the company was under the signed Partial Amendment to the Articles of Incorporation, which took effect last April 1, 2017.

The name-change marked the 100th year of the company in the industry. The celebration was held at Subaru Corporation's head office, where the 2017 Car of the Year awardee all-new Subaru Impreza, which debuted at this year’s Manila International Auto Show, was displayed. Apart from this, a large-scale of the 412EPI helicopter model was also showcased at the event.

We have long strived to make excellent products. In recent years, our effort has been expanded from making good products to delivering distinctive value which only Subaru can bring to customers. This change in company name declares Subaru’s determination to thrive as a brand that delivers value," said FHI president and CEO Yasuyuki Yoshinaga. 

Widely recognized as a car manufacturer, former FHI has long been part of Japan’s aero industry, providing aircraft units for the Japanese regiment. However, due to the fact that the company is known to generate most of its revenue from Subaru, Fuji has adopted the brand as its official name to mark its 100th anniversary in the business.

For a quick history, the company started in 1917 as an aircraft research lab headed by Chikuhei Nakajima. This was later on recognized as Nakajima Aircraft Company, Ltd. and became a major aircraft manufacturer for Japan. Automobile manufacturing started in 1958 with the company's 360 minicar as its first ever model.