Subaru: What's in a Name?

Have you ever wondered where the name Subaru comes from? For most people the name Subaru immediately brings to mind awesome automobiles. Subaru is synonymous with safe, well-made, and exciting vehicles. But was it based on the name of the company's founder, as Oldsmobile, Honda, and Ford were, or is it based on common words as Volvo and Volkswagon are -- or perhaps it's like Lexus, the product of an ad company's research?
Kenji Kita, the first president of Fuji Heavy Industries (the transportation company that owns Subaru) was the one who named the Subaru company. He figured…
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