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It seems auto makers enjoy supporting the endurance community with sponsored professional athletes and events.  To learn more about this mutual partnership, I reached out to Subaru to learn more about the company’s sponsorship.

Perhaps you or someone you know own a vehicle made by Subaru — the brand is extremely popular among athletes.  It’s not uncommon to go to a triathlon or ski town and find many cars made by the Japanese car maker.

“The Subaru brand is known as the brand for people with active lifestyles. The reason is that Subaru vehicles provide their owners with the capability, durability and dependability to get them where they want to go,” Subaru recently told Alameda Runners.  “As more people realized that they too, are adventure seekers, they also recognized that Subaru is the right vehicle brand for them.”

Subaru has extended its efforts in the sports community with a partnership with the Gary Fisher bike manufacturer to team the Subaru-Gary Fisher Mountain Bike Team.

“Subaru is a perfect fit for the Gary Fisher brand as our vehicles come standard with All-Wheel Drive technology, providing the team with go-anywhere capabilities and the team likes to go on challenging rides.”

Subaru also disclosed how this helps cater to the right people interested in purchasing a car:

” (It) provides an outlet that allows us to introduce our vehicles to like-minded, outdoorsy and adventure-seeking people. That is why you will see Subaru vehicles at trail heads, snowy mountain tops and sandy areas in the sunbelt region where traction is essential to getting around safely.”

Expect Subaru to continue catering to its selective group of customers in the future by using sponsorships, advertising, and  similar measures in the future.  The company has seen growing sales last year, and hopes to keep that momentum going forward.

“We are consistent in our approach to marketing and about who we are as a brand and it has really paid off for us. In 2009, Subaru had its best sales year in the history of the company and we were the only manufacturer with a sales increase in 2008.”

Still love my 1994 Subaru Legacy with almost 200,000 miles, even though it’s now showing its age.

1 Comment so far »

  1. by ted, on May 8 2010 @ 9:05 pm


    I bought a new car last year and did not get another Subaru Legacy because of the poor gas mileage. Now, every time I see a new Legacy, I wish I bought another one.

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