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DALLAS The desire to better differentiate Subaru of America’s engineering strengths from those of a growing number of competitors led Temerlin McClain and the automaker to a new tagline and ultimately, Lance Armstrong.
Subaru’s former tag, “The beauty of all-wheel drive,” helped promote the car’s distinctive engineering when it was introduced in 1995. At that time, Subaru’s including all-wheel drive in all its vehicles was somewhat unique to the industry and the strategy established the brand’s positioning, according to agency executive creative director Eric McClellan.
Now,
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