Spring 2003 Forward to a Friend


The four-time winner of the Tour de France, Lance Armstrong, has teamed with Subaru as the company’s new spokesperson for the launch of an all-new advertising campaign. The theme of the new campaign is “Subaru. Driven By What’s 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. “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.”

The new theme line, “Subaru. Driven By What’s Inside,” replaces “The Beauty Of All-Wheel Drive,” which was introduced in 1995. “‘Driven By What’s Inside’ makes a powerful statement about our brand,” says Rick Crosson, Vice President of Marketing, Subaru of America. “It says we’re 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.”



Founded in 1997, the Lance Armstrong Foundation (LAF) exists to enhance the quality of life for those living with, through and beyond cancer.

Diagnosed with testicular cancer at 25, world-champion cyclist Lance Armstrong vowed to beat the disease – to become a cancer survivor, not a victim. He took an active role in educating himself about his disease and its treatment. Armed with knowledge and confidence in medicine, he underwent aggressive treatment and beat the disease.

During his treatment, he created the Lance Armstrong Foundation, a nonprofit organization based in Austin, Texas. The LAF seeks to promote the optimal physical, psychological and social recovery and care of cancer survivors and their loved ones. Providing information, services and support, the LAF strives to help all cancer patients through the challenging phases of diagnosis and treatment, encouraging each to adopt a positive attitude, as Armstrong developed in his own battle with the disease.

For more information on the Lance Armstrong Foundation, visit the organization’s Web site at www.laf.org.