Effective Saturday, April 1, Fuji Heavy Industries will be renamed for its most famous product, the Subaru. Its official name has become Subaru Corporation.

Fuji Heavy Industries was founded in 1953. Aside from its auto manufacturing business, it is a major provider of airplane parts and aerospace machinery. The company, based in Tokyo, has 14,000 employees.

The company announcement:

Fuji Heavy Industries Ltd. (FHI) is changing its company name to Subaru Corporation with effect from April 1, 2017.

To mark the change, renaming ceremonies were held today for employees at the company’s Head Office in Ebisu, Tokyo and three other domestic facilities.. The all-new Impreza launched in Japan in October 2016 and a large-scale model of the advanced variant of the 412EPI helicopter were displayed at the Head Office ceremony to symbolize Subaru’s commitment to growth as a distinctive global brand in the automotive and aerospace industries. Commemorative leaflets and newly produced Group lapel pins were distributed to employees.

FHI President and CEO Yasuyuki Yoshinaga commented, “We have long strived to make excellent products. In recent years, our effort has been expanded from making good products to delivering distinctive value which only Subaru can bring to customers. This change in company name declares Subaru’s determination to thrive as a brand that delivers value. When customers are satisfied, we see happy faces. We want to encourage even more smiles and create eve

Subaru is among the fastest growing car brands sold in the United States. Kelley Blue Book estimates its sales for March were 54,000, up 9.8% from March 2016. That puts its American sales at almost the same level as Volkswagen.

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