Subaru Ties with Armstrong

Subaru of America Inc. has a new corporate spokesman: cycling champion Lance Armstrong. So long to Subaru's former product champion, Australian icon and actor Paul Hogan, best known for his role as “Crocodile Dundee.”

The slogan's all new, too: “Driven By What's Inside.” Subaru's marketing slogan since 1994, “The Beauty of All-Wheel Drive,” has been successful, but it's old and lacks emotion, the company says.

Plus, Armstrong (pictured below) is a natural fit — “a no-brainer,” says Executive Vice President Fred Adcock — because the cyclist and Subaru are both rugged, share a love for fine machinery and, of course, are driven.

Armstrong and Subaru are strong competitors — Arm-strong's four Tour de France victories have made him an international celebrity. Subaru has a storied history with the World Rally Championship — a brutal, punishing off-road racing series that tests the outer limits of man and machine.

Watch for Armstrong in a series of commercials and print ads in the coming months. But don't expect Subaru to tap Armstrong for public appearances. Adcock says the cyclist is too busy training in Spain.

Subaru rolls out the new ad strategy during the media launch of the '04 Impreza WRX STi small sedan.

Subaru Technica International (STi) is the high-performance and motorsports division of Fuji Heavy Industries Ltd., Subaru's parent company.