FHI to Rename "SUBARU"

Fuji Heavy Industries announced May 12 to rename itself SUBARU effective April 1, 2017. It's a smart decision, I must say, as Fuji Heavy Industries sound too "heavy" for a modern, multinational corporation that leads Japan in certain areas of industry. This is Nathan Shiga and I'm one of SUBARU fans for some years on account of a Subaru I used to drive.

Now, in case you might not know, FHI's aerospace division is a defense contractor to the Japanese government. It's nothing new as the company, in its days as Nakajima Aircraft Company, was a prominent aircraft/engine manufacturer throughout World War II.

The company's switch from top-notch aircraft to scooters and automobiles was dramatic for those of us who knew its glories as a wartime industry. Its spinoff, Fuji Precision Industries, later emerged with Nissan, manufacturer of Prince Skyline and Prince Gloria. FHI resumed aircraft production in the mid 1950's producing military training aircraft for the Japan Self-Defense Forces.

SUBARU is the star cluster "Pleiades" in Japanese. The model sold rather well and I owned one out of nostalgia for the company's pre-war glory. It also symbolizes the company's history of six firms merging into one. The company celebrates its centenary next and hopes to uplift its image worldwide.

FHI President Yasuyuki Yoshinagaga comments:

"This way we wish to express our aspiratins for the future. We change our name and set out afresh to manufacture a lot more innovative products."

SUBARU for a company name is nice and compact. There is a popular song by that name and even a movie made in 2009. Amazing, there are a few personalities named Subaru, male and female alike. Umm.

I'm driving a Honda this moment, but I might switch to a Subaru just for the sake of.....? (Nathan Shiga)