In a category with very strong personality names like Explorer, Pathfinder, and Cherokee, Subaru needed a name that would stand out and be difficult to forget.
Give them something to think about. In a world of Western-themed auto brands, Lexicon’s strategy was to be different. The result, Outback, took inspiration from Australia and created a unique brand personality and experience.
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.
Some Automotive Brands We've Named: