2018_2025_step_e
4/22 Development of New Mid-Term Management Vision-Principle-

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Next, I will relate the basic concepts of the new mid-term management vision. Our management philosophy, “Aim to be a compelling company with a strong market presence built upon its customer-first principle,” is unchanged. The vision “From a company making things, to a company making people smile,” determined at the time of the change of company name in April 2017, also remains unchanged. We have established three visions for 2025. The first is “Become a brand that is ‘different’ from others by enhancing distinctiveness.” The second is “Engage in business activities that resonate with customers by putting them center-stage.” The third is “Fulfill corporate social responsibilities by contributing to diversifying social needs.” I would like to provide a supplementary explanation to ensure there is no misunderstanding about the use of the English word “different” in the first vision. By different, we do not mean that we ourselves seek to become a different presence in the market or play a somewhat unusual role. We often hear comments from customers who drive SUBARU cars and SUBARU dealers to the effect that “It’s great that SUBARU is a little different from other automakers” and “It’s not a relationship of merely selling and buying cars: our values coincide.” We use the word “different” to indicate our desire to have that sort of distinctive presence and role. We hear things like this directly from customers in Japan and in the U.S., and I myself often hear people say “It’s a different brand” when I am in the U.S. We have used the word “different” in that sense. Since we take pride in being called different, although it may be a bit difficult to understand, we purposely decided to use the English word in our vision for 2025.