About Our Brand

A Partner Throughout Life’s Journeys

To SUBARU, a car is not merely a means of transportation.
We see it as a partner that enriches the lives of those who drive it.
It carries what matters most—your belongings, your dreams, and your aspirations.
Its safety and driving performance support your ambitions and open up new horizons.
At SUBARU, guided by our philosophy of ‘human-oriented car-making,’
we strive to create cars that serve as lifelong partners.

To All Experience-seekers

For those who actively pursue new experiences and want to fully embrace the joy of life,
SUBARU is here to support your passion.
Create unforgettable memories with your loved ones and pets, surrounded by breathtaking scenery.
Venture out to exciting destinations, immerse yourself in leisure and outdoor activities.
Feel the thrill of controlling your car at will, as you cruise through winding roads.
Life’s joys are as limitless as the number of people who seek them.
SUBARU stands by your side as a trusted partner while you explore the world yet to be discovered.

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SUBARU’s ‘Human-oriented Car Making’

The universal philosophy underpinning SUBARU’s car-making is to focus on people and pursue safety. This idea can be traced back to our DNA and origins as an aircraft manufacturer. In aircraft development, ‘safety’ was always the top priority. Engineers, working closely with the pilots who operated the aircraft, developed performance that allowed for intuitive and precise control. This commitment has been carried over into SUBARU’s car development, where high levels of safety, excellent driving performance, and practical, well-thought-out packaging have been consistently pursued across generations.

From the era of its first mass-produced vehicle, the Subaru 360, SUBARU has adhered to its philosophy of ‘human-oriented car making.’ At a time when collision safety was not widely recognised, SUBARU voluntarily conducted its own frontal collision tests. Prioritising the needs of its drivers and passengers, SUBARU realised driving performance comparable to larger vehicles, while also creating a package that comfortably seated four adults within the confines of the kei car category.

‘Human-oriented car making’ has been realised through a range of innovative technologies. The horizontally-opposed engine and Symmetrical AWD were introduced to enhance driving performance. The Subaru Global Platform was developed to achieve both exceptional driving performance and safety. Advanced safety technologies, such as EyeSight, were introduced to prevent accidents before they occur and mitigate damage in the event of a collision. These core technologies, developed with the user in mind, have been continuously refined over the years.

Life with SUBARU

SUBARU vehicles have been chosen by our customers as the ideal partners for their lives. This is because SUBARU vehicles offer safety, drivability, versatility, and longevity that perfectly complement their lifestyles. Driving a safe and reliable car broadens horizons, sparks curiosity, and creates opportunities to encounter new and unforgettable experiences. Choosing a SUBARU marks the start of an even richer, more fulfilling life.

Safety that Brings Peace of Mind

Since its establishment, SUBARU has placed the highest importance on customer safety. SUBARU has continuously refined its own safety technologies to help keep customers safe at every stage of a journey—from before setting off to when the unexpected occurs.

Drivability that Delivers Comfort on Any Road

SUBARU pursues the joy people feel in being able to drive themselves freely, wherever they wish to go. To make that possible, SUBARU continues to refine its technologies from every angle—so drivers can drive exactly as they intend, regardless of road or weather conditions.

Versatility that Enriches Your Life

SUBARU designs its vehicles by carefully considering what truly matters to the people who use them. From comfortable journeys for everyone on board to versatile cargo space for hobbies and leisure, each vehicle is refined for everyday usability—becoming more than just transport, but a trusted partner throughout life.

Longevity that Fosters Trust and Attachment

SUBARU creates new forms of value for cars, delivering happiness that lasts. By pursuing quality that customers can rely on and continue using with confidence for years, SUBARU vehicles become trusted partners in life, accompanying their owners and helping create lasting memories.

SUBARU vehicles give you peace of mind,
so you can confidently trust them with your loved ones.

They bring you enjoyment—sparking adventures, uncovering new destinations,
and creating unforgettable memories.

SUBARU’s promise of Enjoyment and Peace of Mind
begins with its philosophy of ‘human-oriented car making.’

SUBARU History

Trace SUBARU's history of vehicle development back to the 1950's.

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Safety History

Trace SUBARU's history of vehicle development back to the 1950's.

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Our Future

Discover how SUBARU adapts to the changing times.

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