Six Star Magazine Six Star Magazine Winter 2011/2012 | Page 4

BEHIND THE WHEEL

On behalf of all the employees of Subaru
Canada, Inc. (SCI) and everyone working at
Subaru dealerships from coast-to-coast,
I welcome you to this issue of Six Star — the
magazine devoted especially to you.
It’s no secret that Subaru has enjoyed
great success in Canada; what is perhaps
less well known is that you, the customer,
must take some credit for this success. We
design, engineer and build vehicles that
inspire confidence throughout the ownership
experience — but it takes a discerning eye
to recognize these qualities and to choose a
Subaru over another vehicle.

For years now, we’ve received letters from
customers, expressing the enjoyable driving
experience and sense of security they feel
when behind the wheel of their Subaru
vehicles. This was the inspiration for our
new brand statement — “Confidence in
Motion” — which captures this strong
connection in a very profound way.
Although this brand statement may be new,
the meaning behind it is entrenched in Subaru
history. Rooted deeply in the Japanese

THREE SIMPLE WORDS THAT SAY WHAT WE ARE,
WHAT WE BELIEVE IN AND WHERE WE ARE GOING.

tradition of engineering excellence, pride and
authenticity, Japanese brands are known for
their quality, dependability, reliability
and value.
But Subaru has always managed to break

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away from the pack and exceed these