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{{Short description|American distributor of Subaru vehicles}}
{{coord|39.9223326|-75.0460762|type:landmark|display=title}}
{{main|Subaru}}
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| name = Subaru of America, Inc.
| type = [[Subsidiary]]
| logo = Subaru logo (transparent).svg
| foundation = {{start date and age|1968}}; in [[Bala Cynwyd, Pennsylvania]], [[United States|U.S.]]
| location_city = [[Camden, New Jersey]]
| location_country = [[United States|U.S.]]
| key_people =
| products = [[Subaru]] vehicles in the United States market
| num_employees = 5,900<ref>{{cite web |url=https://www.forbes.com/companies/subaru-indiana-automotive/ |title=Subaru-Indiana Automotive |website=www.forbes.com}}</ref>
| parent = [[Subaru Corporation]]
| subsid =
| homepage = [http://www.subaru.com Subaru.com]▼
| brands =
}}
'''Subaru of America, Inc.''' (commonly
[[File:Subaru Research & Development Headquarters Cypress California 2021.JPG|thumb|Subaru Research & Development in [[Cypress, California]]]]▼
▲'''Subaru of America, Inc.''' (commonly known as '''SOA'''), based in [[Camden, New Jersey]], is the [[United States]]-based distributor of [[Subaru]]'s brand vehicles, a subsidiary of [[Subaru Corporation]] of [[Japan]]. The company markets and distributes Subaru vehicles, parts and accessories through a network of more than 600 dealers throughout the United States.
== History ==
In 1967, [[Malcolm Bricklin]] approached Subaru with the idea of bringing the tiny Subaru 360 to the United States. After a great deal of regulatory red tape and negotiation, Bricklin made a deal with Subaru. Bricklin formed Subaru of America, Inc. to sell Subaru franchises and later brought in Harvey Lamm as the COO.▼
▲In 1967, [[Malcolm Bricklin]] approached Subaru with the idea of bringing the tiny [[Subaru 360]] to the United States. After a great deal of regulatory red tape and negotiation, Bricklin made a deal with Subaru. Bricklin formed Subaru of America, Inc. to sell Subaru franchises and later brought in Harvey Lamm as the COO.
Subaru of America established the Eastern Division in 1968 in [[Bala Cynwyd]], Pennsylvania at 555 City Line Avenue, and the Western Division at 1000 West Coast Hwy, [[Newport Beach, California]].<ref>{{cite web |title=Once "Cheap and Ugly," the Subaru 360 is having an unexpected moment |url=https://www.hagerty.com/media/valuation/once-cheap-and-ugly-the-subaru-360-is-having-an-unexpected-moment/ |website=Hagerty |publisher=The Hagerty Group |access-date=14 January 2021}}</ref> The headquarters later moved to [[Pennsauken, New Jersey]] and then [[Cherry Hill, New Jersey]]. In 1986, it was fully acquired by Fuji Heavy Industries (now named Subaru Corporation).▼
▲Subaru of America established the Eastern Division in 1968 in [[Bala Cynwyd]], Pennsylvania at 555 City Line Avenue, and the Western Division at 1000 West Coast Hwy, [[Newport Beach, California]].<ref>{{cite web |title=Once "Cheap and Ugly," the Subaru 360 is having an unexpected moment |url=https://www.hagerty.com/media/valuation/once-cheap-and-ugly-the-subaru-360-is-having-an-unexpected-moment/ |website=Hagerty |date=6 January 2021 |publisher=The Hagerty Group |access-date=14 January 2021}}</ref> The headquarters later moved to [[Pennsauken, New Jersey]] and then [[Cherry Hill, New Jersey]]. In 1986, it was fully acquired by Fuji Heavy Industries (now named Subaru Corporation).
In 1989,
▲[[File:Subaru Research & Development Headquarters Cypress California 2021.JPG|thumb|Subaru Research & Development in [[Cypress, California]]]]
Subaru built a new 250,000 square foot headquarters in [[Camden, New Jersey]] and relocated there in 2018. In May 2019 demolition started on the previous Subaru building in Cherry Hill.<ref>{{cite web |url=http://www.subaru.com/camden.html |title=Subaru - New Camden Home}}</ref>▼
▲In 1989, Subaru and then-partner Isuzu opened a joint factory in [[Lafayette, Indiana]], called [[Subaru of Indiana Automotive, Inc.|Subaru-Isuzu Automotive, Inc., or SIA]], which initially manufactured the [[Subaru Legacy]] and [[Isuzu Rodeo]]. In 2001, Isuzu sold its stake in the plant to FHI for $1 due to flagging sales and it was renamed [[Subaru of Indiana Automotive]], Inc. SIA has been designated a backyard wildlife [[Habitat]] by the [[National Wildlife Federation]], and has achieved a zero-landfill production designation.
==Popularity in the LGBT community ==
▲Subaru built a new 250,000 square foot headquarters in Camden, New Jersey and relocated there in 2018. In May 2019 demolition started on the previous Subaru building in Cherry Hill.<ref>{{cite web |url=http://www.subaru.com/camden.html |title=Subaru - New Camden Home}}</ref>
In the United States, Subaru vehicles have been associated with being popular with [[lesbian]]s. Subaru of America's marketing strategy from 1993, at a time when very few celebrities were [[coming out|out]] as LGBT and "[[Don't Ask, Don't Tell]]" and [[Defense of Marriage Act]] had just passed. Subaru was at the time marketing more towards niche groups such as skiers and kayakers. As [[all-wheel drive]] was becoming standard on all Subaru models, when looking for people willing to pay a premium for all-wheel drive, four possible core groups were identified, who at the time were responsible for half of Subaru's US sales: teachers and educators, health-care professionals, IT professionals, and outdoorsy types. A fifth group was found - single women living in places like [[Northampton, Massachusetts]] and [[Portland, Oregon]], well known meccas of LGBT community. The lesbian Subaru customers liked that the cars were "good for outdoor trips, and good for hauling stuff without being as large as a truck or SUV, fitting them without being too flashy". Some Subaru ads for that reason have featured double entendres with LGBT-related terms. In addition, Subaru of America has actively supported the [[LGBT people in the United States |LGBT community]], such as supporting the Rainbow Card providing dedicated benefits to the community, and has been credited with treating its LGBT customers as "people, not consumers".<ref>{{Cite web |last=Beedham |first=Matthew |date=2020-08-03 |title=How Subaru created the blueprint for selling cars to LGBTQIA+ consumers |url=https://thenextweb.com/news/how-subaru-created-the-blueprint-for-selling-cars-to-lgbtqi-consumers |access-date=2023-05-17 |website=TNW {{!}} Sustainability |language=en}}</ref><ref>{{Cite web |last=Priceonomics |first=Alex Mayyasi |date=2016-06-22 |title=How Subarus Came to Be Seen as Cars for Lesbians |url=https://www.theatlantic.com/business/archive/2016/06/how-subarus-came-to-be-seen-as-cars-for-lesbians/488042/ |access-date=2023-05-17 |website=The Atlantic |language=en}}</ref><ref>{{Cite web |last=Rode |first=Izzy |date=2014-01-02 |title=Outward Explainer: What’s With Lesbians and Subarus? |url=http://www.slate.com/blogs/outward/2014/01/02/lesbians_and_subarus_why_do_lesbians_love_outbacks_and_foresters.html |access-date=2023-05-17 |website=Slate Magazine}}</ref><ref>{{Cite web |last=Mayyasi |first=Alex |date=2016-05-23 |title=How an Ad Campaign Made Lesbians Fall in Love with Subaru |url=https://priceonomics.com/how-an-ad-campaign-made-lesbians-fall-in-love-with/ |access-date=2023-05-17 |website=Priceonomics |language=en}}</ref><ref>{{Cite web |title=Companies Begin Marketing to Gay Market |url=https://abcnews.go.com/Business/story?id=89595&page=1 |access-date=2023-05-17 |website=ABC News |language=en}}</ref><ref>{{Cite web |last=Toce |first=Sarah |date=2018-09-16 |title=These Subaru ‘Lesbaru’ tweets are the reason we’re smiling today |url=https://www.lgbtqnation.com/2018/09/subaru-lesbaru-tweets-reason-smiling-today/ |access-date=2023-05-17 |website=LGBTQ Nation}}</ref><ref>{{Cite web |last=Rook |first=Erin |date=2016-06-23 |title=Lesbians didn’t create the Lezbaru, Subaru marketers did |url=https://www.lgbtqnation.com/2016/06/lesbians-didnt-created-lezbaru-subaru-marketers/ |access-date=2023-05-17 |website=LGBTQ Nation}}</ref> In a Car Talk e-mail nominations survey, Forester and Outback were ranked as #2 and #1, respectively, of "The Ultimate Lesbian Cars".<ref>{{Cite web |title=The Ultimate Gay and Lesbian Cars of All Time |url=https://www.cartalk.com/content/ultimate-gay-and-lesbian-cars-all-time-1 |website=Car Talk}}</ref>
== Products ==
Subaru cars available in
===Present models===
* [[Subaru Legacy]] since 1990
* [[Subaru Impreza]] since 1993
**[[Subaru Impreza WRX]] (now known simply as WRX) since 2002
* [[Subaru
* [[Subaru
* [[Subaru
* [[Subaru
* [[Subaru
===Past models===
* [[Subaru 360]]
* [[Subaru G|Subaru 1100]] 1971
* [[Subaru G|Subaru 1300]] 1972
* [[Subaru Leone|Subaru 1400]]
* [[Subaru Leone|Subaru 1600]]
* [[Subaru BRAT]]
* [[Subaru Leone|Subaru DL/GL]]
* [[Subaru XT]]
* [[Subaru Justy]]
* [[Subaru Leone|Subaru Loyale]]
* [[Subaru SVX]]
* [[Subaru Baja]]
* [[Subaru Tribeca]]
* [[Subaru Impreza WRX STI]] (later known simply as WRX STI) 2004–2021
== Motorsports ==
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== External links ==
* {{official website}}
{{Philadelphia Corporations}}
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{{DEFAULTSORT:Subaru Of America}}
[[Category:Car manufacturers of the United States]]
[[Category:Companies based in Camden
[[Category:Subaru]]
[[Category:Vehicle manufacturing companies established in 1968]]
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