Yakima and Subaru Renew Partnership Through 2012 for RoadWarrior Tour Presented by Subaru of America, Inc.

Friday, May 21, 2010

Subaru 2010 Outbacks on display in Yakima booth at 50 outdoor events and at Yakima Retailers Beginning at Sea Otter Classic April 15 in Monterey

BEAVERTON, Ore. (April 29, 2010)  – Building upon its five-year marketing and twenty year product relationship, Yakima, an innovator in vehicle racks for boats, bikes, camping, and winter sports gear, today announced it renewed its partnership with Subaru through 2012 for the RoadWarrior Tour presented by Subaru of America, Inc. This is a grassroots consumer and trade initiative, during which Yakima brand ambassadors travel to outdoor events and retailers throughout the United States in co-branded 2010 Outbacks, the Motor Trend Sport/Utility of the Year. In addition, the two brands will continue their strategic marketing alliance including OEM co-branded product, retail and web exposure, consumer events, trade shows, and regional activities.

"The shared partnership between the Subaru and Yakima brands continues to grow stronger with time," said Joel Grabenstein, marketing and promotions manager at Yakima. “We are like minded brands that share a love for the outdoors and the environment, as well as strong consumer alignment. We appreciate this long-standing connection and look forward to years of working together to get more people, their families and their toys to the places they love most.”       

Subaru owners have consistently requested Yakima products and, during the last quarter of 2009, were the top consumers utilizing the online Yakima Rack Fit My Car feature that matches automobiles with the best rack solution (www.yakima.com).            

"Our owners have very active lifestyles; they use their Subaru vehicles to help them live their lives to the fullest whether it be hiking, biking or paddling," said Tim Mahoney, senior vice president and CMO, Subaru of America, Inc. "To continue our partnership with Yakima and support the RoadWarrior Tour is a natural fit."

About Subaru of America, Inc.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, NJ, the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of nearly 600 dealers across the United States. All Subaru products are manufactured in zero- landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife Habitat by the National Wildlife Federation.

About Yakima
Yakima is a world leader in the design and manufacture of cargo management equipment solutions for outdoor enthusiasts. Yakima’s products include: vehicle racks for bikes, boats, ski equipment and gear, a line of cargo boxes and bags for a variety of needs, as well as high performance multi-sport trailers. Yakima Products is headquartered in Beaverton, Oregon. For more information, visit www.yakima.com.      

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