Subaru Signs Cycling Champ

DETROIT Subaru of America has enlisted four-time winner of the Tour de France Lance Armstrong as its new spokesman, the automaker confirmed today.

A new campaign developed by Temerlin McClain, a unit of the Interpublic Group, breaks later this year with the tagline, “Subaru. Driven by what’s inside,” replacing “The beauty of all-wheel drive,” which was introduced in 1995.

“Lance Armstrong is a perfect fit for Subaru,” said Fred Adcock, client executive vice president, in a statement. “He’s a rugged individualist. He’s authentic and passionate about what he believes. He’s engineered like no other to perform like no other. And, like Subaru, Lance is driven by an indomitable spirit.”

The new campaign will launch nationally in April, with Armstrong appearing in both television commercials and print advertising for the Outback, Forester, Baja and WRX. “Lance Armstrong is a hero that everyone can identify with,” said Adcock. “He is an inspiration to millions of Americans.”

The Cherry Hill, N.J.-based Subaru ended its six-year endorsement deal with Australian actor Paul Hogan in October.

Temerlin McClain, Irving, Texas, handles Subaru’s creative, media planning and print buying, and Universal McCann, Dallas, handles broadcast media buying.