Subaru wanted a name to launch themselves into the explosive SUV market and leverage the popularity of its Outback sedan.
Forester expresses the idea of freedom, utility, and know-how – all crucial characteristics in the category. It signals ‘larger’ in a way that works with Subaru’s audience of unconventional outdoor enthusiasts. Today, the Subaru Forester is one of the top 10 best-selling SUVs in America.
The automotive category is inherently aspirational: cars are an expression of personal identity. We aim to match this personality to what consumers expect and desire from their driving experience. In this way, the automotive names we develop unlock new ways of thinking about who you can be and what you can accomplish when you get behind the wheel.
A Few Automotive Brands We've Named: