Subaru Aims to Recapture 1990s Success and Revamp Image Under New Leadership
Former McLaren special product boss, Lorraine Bishton, has taken on the role of leading Subaru in the UK with the aim of emulating the brand’s successes from the 1990s. Bishton, who oversaw sales of exclusive JLR and McLaren models, recognized the potential in revitalizing a brand that was once considered one of the coolest in the UK. Despite recent years of decline, Subaru still holds a special place in the hearts of consumers.
A Return to Glory
In the late 1990s, Subaru gained popularity with its rally-bred Imprezas, thanks to the achievements of Colin McRae and Richard Burns in the World Rally Championship. However, as the early 2000s saw the rise of German brands, Subaru lost its shine and became known as a manufacturer of cars for geography teachers. This perception was even acknowledged by a Subaru executive at a recent event.
Bishton, recognized as one of Autocar’s Great Women in the Executive category for 2024, saw an opportunity to redefine Subaru’s image and reconnect with consumers who still hold affection for the brand. She aims to position Subaru as a brand that is safe, tough, and fun, with cars that become an extension of the family. Bishton believes that Subaru offers the best value in its segments, combining capability, comfort, and off-road capability.
Modest Ambitions and Strong Growth
Subaru’s goals for the UK market are modest, with a target of reaching its 1990s peak of around 12,000 units. However, this would still be a significant increase from its 2023 volume. In the first half of 2024, Subaru’s registrations were up by 30%, indicating strong growth. While supply restrictions may temporarily slow down this growth, Bishton remains optimistic about the brand’s future.
Subaru is also ahead of the ZEV mandate target, with 22% of its total sales being electric vehicles. The introduction of the Solterra EV has opened up opportunities in the fleet market, with fleet buyers now accounting for over a quarter of Subaru’s UK sales.
Looking Ahead
Subaru Corporation, despite being a modest company, has ambitious plans for the future. It is investing $8 billion in developing a new generation of electric vehicles that will dominate its lineup by the end of the decade. The company also aims to achieve zero deaths in its vehicles by 2030 through the development of advanced safety technology.
Bishton recognizes the importance of Subaru’s motorsport heritage and plans to celebrate it as the brand enters its next era. She believes that Subaru’s past can contribute to its future success. With her experience at McLaren, Bishton is well-equipped to lead Subaru towards its best days yet.
Subaru’s commitment to social impact has also been recognized, ranking second in Forbes’ list of best brands for social impact across all sectors in the US. The US remains Subaru’s largest market, with sales of approximately 600,000 cars.
Under Bishton’s leadership, Subaru aims to recapture its 1990s success, revamp its image, and continue to be a responsible corporate citizen. With a strong product pipeline and a dedicated dealer network, the brand’s best days may still lie ahead.
