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.”

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.