Subaru is planning to release two new electric cars in the UK by 2026 as part of its £8 billion electrification investment package. The expansion of Subaru’s lineup will include seven new EVs worldwide, three of which will be SUVs developed with their technical partner Toyota. Subaru’s UK managing director, Lorraine Bishton, stated that the new EVs will align with the brand’s core values of being safe, tough, and fun.
All future additions to Subaru’s lineup are expected to be practicality-focused high-rise hatchbacks, with four-wheel drive being a key feature. This is seen as a point of appeal for Subaru’s core demographic. The brand currently has 65 dealerships in the UK, mainly located in rural areas where their customers are. Bishton emphasized the importance of the close relationship between dealers and customers, as they can provide essential support during the EV adoption process.
The success of Subaru’s Solterra EV, which now accounts for 27% of Subaru’s UK sales, demonstrates the effectiveness of the wholesale retail model. Bishton highlighted the role of trusted dealers in helping customers navigate the transition to electric vehicles. While Subaru’s retail presence is mainly in the north of the UK, Bishton sees opportunities for growth in areas like the south-east.
Subaru aims to kick-start a period of growth in the UK market with the release of new EVs and a new generation Forester later this year. The brand sold around 2400 cars in the UK last year, a significant improvement from the previous year which saw a 68% decrease in sales due to the pandemic. Subaru’s global sales are forecasted to reach one million in 2024.
Bishton acknowledged that Subaru’s image has evolved over the past 20 years but believes there was a missed opportunity to talk about its sporting heritage. She emphasized the importance of motorsport for the brand, highlighting the influence it has on Subaru’s road cars. Subaru’s involvement in motorsport allows for learnings that can be applied to the development of their cars, particularly in the electric vehicle sector.
In conclusion, Subaru’s plans to bring new electric cars to the UK market demonstrate their commitment to electrification and meeting the demands of their customers. The brand’s focus on practicality and four-wheel drive aligns with their core demographic, and their wholesale retail model provides crucial support to customers during the EV adoption process. With a period of growth on the horizon, Subaru aims to rebuild its presence in the UK market and leverage its sporting heritage to further enhance its brand image.
