Subaru is the automobile manufacturing division of Japanese transportation conglomerate Subaru Corporation (formerly known as Fuji Heavy Industries or FHI).
In the United States, the Subaru brand has traditionally been popular among a dedicated core of buyers. Marketing is targeted towards specific niches centered on those who desire the company's signature drive train engine, all-wheel/rough-road capabilities or affordable sports car markets.
Subaru is the Japanese name for the Pleiades star cluster, also known as "The Seven Sisters" (one of whom tradition says is invisible ? hence only six stars in the Subaru logo), which in turn inspires the logo and alludes to the companies that merged to create FHI.