Subaru is owned by Fuji Heavy Industries Ltd. of Japan.
"Lance Armstrong is a perfect fit for Subaru," said Fred Adcock, executive vice president of Subaru of America, as reported in the Austin Business Journal,
"He's a rugged individualist. He's authentic and passionate about what he believes. He's engineered like no other to perform like no other. And, like Subaru, Lance is driven by an indomitable spirit. He is driven by what's inside."
And this is Subaru's new tagline: Driven By What's Inside.