The four-time winner
of the Tour de France, Lance Armstrong, has teamed with Subaru as the companys
new spokesperson for the launch of an all-new advertising campaign. The theme of
the new campaign is Subaru. Driven By Whats Inside, a powerful
statement that refers to the unique engineering that drives every Subaru vehicle,
from All-Wheel Drive technology to the horizontally opposed engine design.
Lance Armstrong is a perfect fit for Subaru, says Fred Adcock, Executive Vice President, Subaru of America. Hes a rugged individualist. Hes authentic and passionate about what he believes. Hes engineered like no other to perform like no other. And, like Subaru, Lance is driven by an indomitable spirit. He is driven by whats inside.
The new theme line, Subaru. Driven By Whats Inside, replaces The Beauty Of All-Wheel Drive, which was introduced in 1995. Driven By Whats Inside makes a powerful statement about our brand, says Rick Crosson, Vice President of Marketing, Subaru of America. It says were passionate about the engineering inside every one of our vehicles. It says we build every Subaru to meet the needs of the people inside them. And it says we are driven by conviction, not by convention.
Subaru has a long-standing affiliation with cycling, spanning a 12-year period, and the connection with Lance Armstrong goes back to some of his earliest races as a member of a Subaru-sponsored cycling team in the early 1990s.
I am pleased and excited to be the new Subaru spokesperson because of their shared passion for sport, for excellence and for purpose, Armstrong says.
The new campaign will launch nationally in April with Armstrong appearing in both television commercials and print advertising for the Outback, Forester, Baja and WRX. In addition, Subaru has been designated the official vehicle of the U.S. Postal Service Pro Cycling team, of which Armstrong is a member.
Lance Armstrong is a hero that everyone can identify with, says Adcock. He is an inspiration to millions of Americans.