Subaru is still Subaru, and it's now the same name for everything the company does.
Fuji Heavy Industries (FHI) is a name that is quite involved in the motoring industry and has been for a good number of decades already, but to you and me we know them better as Subaru.
To help with brand recognition as its most significant business is its automotive brand, the company will change its name to the Subaru Corporation effective April 2017. For the unfamiliar, FHI also builds commercial vehicles and aircraft such as helicopters and planes.
Actually, the company soon to be known as Subaru Corp had its beginnings in the aviation, supplying aircraft for the war effort, before moving to the automotive field – a similar backstory to BMW. Known in its earliest years as the Aircraft Research Laboratory and a renaming to Nakajima Aircraft, founded in earnest in 1917.
The FHI name came along in 1953 as Fuji was name selected by the then-CEO who admired the Pleiades star cluster that forms the basis of the Subaru logo.
That makes next year’s name unifying exercise a significant one as it also marks the 100-year anniversary of the company. It hopes to accelerate efforts to enhance Subaru as a global brand and to climb higher in the automotive sector as well as in the aerospace industry.
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