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Subaru Teases Concept For LA Auto Show

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On: Wed, Nov 3, 2010 at 4:24PM | By: Chris Weiss


Subaru Teases Concept For LA Auto Show

There are still a handful of concepts promised but not detailed by the LA Auto Show last month. This week, Subaru announced that one of those concepts will hail from its stables and will be used to demonstrate a new philosophy to appear across future vehicles. The concept appears to be a rather sporty, muscular coupe and is designed to exude "Confidence in Motion." That sounds to me like the type of meaningless auto babble that only makes sense to Subaru's marketing team and maybe a handful of engineers. I mean, what car isn't supposed to incorporate some type of "confidence in motion." Driving would be pretty scary if the manufacturer that made your car had no confidence in your motion . . .

Luckily, Subaru didn't leave us guessing in terms of what that hollow marketing language will mean in the real world. The company explained in its press release: " 'Confidence' reflects Subaru's attitude toward engineering excellence and the trust generated among drivers by following through on its commitment to provide both enjoyment and peace of mind. "in Motion" expresses Subaru's resolve to continue innovating to meet customer expectations in a world of constant change."

And in case you're having trouble piecing the full phrase together, here it is: " 'Confidence in Motion' expresses Subaru's aim to continue evolving in order to offer even more customers new ways to enrich their lives through a uniquely satisfying Subaru experience."

By "innovating" and "world of constant change," we're guessing Subaru means some type of hybrid or electric vehicle, something that Subaru continues to allude to in its press release by mentioning "global environmental issues" and "peace of mind".
Outside of that, it looks like Subaru will continue its commitment to quality engineering, evolving with the market and satisfying its customers. Sounds about like what every automaker is trying to do. I hope the marketing department didn't put in too much overtime coming up with that "new" concept.
We may be less than enthralled with the new mantra, but a new concept is always enjoyable, and this one looks like no slouch. The official debut will take place at a press conference at 12:20 PST on November 17, the first media day of the show.
Press Release:

FHI Establishes New Brand Statement: "Confidence in Motion"

To Showcase a Concept Car Embodying the Brand Statement at the LA Auto Show -

Tokyo, November 2, 2010 - Fuji Heavy Industries Ltd. (FHI), the maker of Subaru automobiles, announced today the establishment of a new global brand statement, "Confidence in Motion", as part of its ongoing efforts to enhance the Subaru brand.

"Confidence" reflects Subaru's attitude toward engineering excellence and the trust generated among drivers by following through on its commitment to provide both enjoyment and peace of mind. "in Motion" expresses Subaru's resolve to continue innovating to meet customer expectations in a world of constant change.

Subaru will proactively address global environmental issues and the demands of ever-maturing automobile use. Subaru believes automobiles should be more than just a means of simple transportations. They should also be a source of enjoyment, and enjoyment rests on a foundation of peace of mind. These two inseparable values are central to the Subaru experience. As customer expectations are diversifying, Subaru will foresee these needs with independent thinking and continue to offer enjoyment and peace of mind without losing sight of the essence of what an automobile should be.

"Confidence in Motion" expresses Subaru's aim to continue evolving in order to offer even more customers new ways to enrich their lives through a uniquely satisfying Subaru experience.

From now on, "Confidence in Motion" will be at the center of all Subaru activities. As the first step, FHI will exhibit a concept car embodying the new brand statement at the 2010 Los Angeles Auto Show in Los Angeles, California, USA (press days on November 17 and 18, open to the public from November 19 to 28). A press briefing with FHI President & CEO Ikuo Mori is scheduled for Wednesday, November 17 at 12:20 (PST) at the Subaru booth.

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