Subaru of America has signed four-time Tour de France winner Lance Armstrong as the ‘spokesperson’ for a new advertising campaign that will launch nationally in April with the theme “Subaru. Driven By What’s Inside.”

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The brand’s new theme line, “Subaru. Driven By What’s Inside,” replaces “The Beauty Of All-Wheel Drive” tagline introduced in 1995.


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.


Armstrong will appear in both television commercials and print advertising for the Outback, Forester, Baja and WRX.

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