In what it’s calling an “an extraordinary meeting of its Board of Directors,” Subaru’s parent company, Fuji Heavy Industries decided to change its name to “Subaru Corporation.” If this seems like a case of the tail wagging the dog?a fitting reference, we think, given Subaru’s well-publicized dog-friendliness?it is, only this dog has one rapidly growing, highly profitable tail.

Subaru is Fuji Heavy Industries’ automotive arm, and in the past few years it has been setting sales records and raking in cash, particularly in the U.S. market. (Subaru is on track to crack 1 million sales worldwide for the first time ever when the fiscal year closes in March 2017.) The rest of Fuji Heavy Industries produces aircraft and industrial equipment, but in announcing its name change, the newly christened Subaru Corp., describes the Subaru automotive arm as the conglomerate’s “primary business.” Subaru automobiles are also the most consumer-facing goods FHI produces, with more advertising than its military helicopters, planes, and wind turbines, so applying the more widely known name to the entirety of Fuji Heavy Industries makes sense. Just look at Honda, which uses the same name across multiple vehicle and industrial divisions. The name change is pending shareholder approval in June, but based on Fuji Heavy Industries’ breathless announcement, it seems like a done deal already.
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