Subaru’s Big Plans for Electric Cars in the UK
Subaru is set to make a significant impact in the UK electric vehicle (EV) market with the introduction of two new electric cars by 2026. This move is part of Subaru’s £8 billion investment in electrification, which includes the development of seven new EVs worldwide. The Japanese automaker, known for its safe, tough, and fun vehicles, aims to capitalize on the early success of its Solterra EV in the UK.
The Future of Subaru’s Line-Up
Subaru’s future EVs in the UK are expected to follow the brand’s current line-up, which includes practicality-focused high-rise hatchbacks like the Crosstrek, Forester, and Solterra SUVs, as well as the Outback estate. These vehicles are known for their four-wheel drive capability, a feature that appeals to Subaru’s core demographic. The brand’s commitment to maintaining its core values while transitioning to electric vehicles demonstrates its dedication to customer satisfaction.
The Importance of Subaru’s Dealerships
Subaru’s success in the UK market can be attributed in part to its strong relationship with its dealerships and customers. The brand’s dealerships, many of which are family-run businesses, are considered pillars of their communities. The trust and support provided by these dealerships are crucial during the EV adoption process. Subaru believes that customers need the expertise and guidance of people they know and trust, especially during the transition to electric vehicles. The Solterra, for example, has seen significant success in the UK, accounting for 27% of Subaru’s sales and surpassing the government’s zero emissions vehicle mandate.
Expanding Presence in the UK
While Subaru has a strong retail presence in the north of the UK, there are opportunities for growth in other regions, particularly the south-east. Subaru plans to leverage the arrival of its new EVs and a new generation Forester later this year to kick-start a period of growth. Despite modest sales volumes in recent years, Subaru has seen significant year-on-year gains in the UK, with a forecasted global sales volume of one million in 2024. The brand aims to recapture its peak sales of 12,000 cars a year in the UK.
The Evolution of Subaru’s Image
Subaru acknowledges that its image has evolved over the past 20 years but believes it has missed an opportunity to highlight its sporting heritage. The brand’s involvement in motorsport, such as winning its class at the Nürburgring 24 Hours, demonstrates the influence of motorsport on Subaru’s road cars. The brand’s factory racing team’s learnings contribute to the development of their cars, particularly in the EV space. Subaru remains committed to its heritage and believes that motorsport will continue to play a vital role in its brand evolution.
Conclusion
Subaru’s plans to introduce two new electric cars in the UK by 2026, as part of its £8 billion electrification investment, demonstrate the brand’s commitment to the EV market. The practicality-focused high-rise hatchbacks, known for their four-wheel drive capability, will appeal to Subaru’s core demographic. The brand’s strong relationship with its dealerships and customers, along with their support in the EV adoption process, will be crucial to the success of Subaru’s upcoming EVs. As Subaru aims to expand its presence in the UK, it plans to leverage the arrival of new EVs and models to drive growth. The brand also acknowledges the importance of its sporting heritage and the influence of motorsport on its road cars. With these developments, Subaru is poised to make a significant impact in the UK’s EV market.
