Subaru to Launch Two New Electric Cars in the UK by 2026

Subaru is set to expand its presence in the UK market with the introduction of two new electric cars by 2026. This move is part of the company’s £8 billion investment in electrification, which will see the launch of seven new EVs worldwide. Three of these EVs will be SUVs developed in collaboration with Toyota, Subaru’s technical partner and 20% stakeholder. The success of the Solterra, a bZ4X-based EV developed with Toyota, has motivated Subaru to further capitalize on the growing demand for electric vehicles in the UK.

Staying True to Subaru’s Core Values

The new electric cars from Subaru will stay true to the brand’s core values of being safe, tough, and fun. Like the current Subaru lineup, which includes the Crosstrek, Forester, Solterra, and Outback, the new additions are expected to be practical high-rise hatchbacks with a focus on four-wheel drive. This aligns with the preferences of Subaru’s core demographic, who value the brand’s reputation for reliability and off-road capability.

Strong Dealer-Customer Relationship

Subaru’s success in the UK market is largely attributed to the strong relationship between its dealers and customers. With 65 dealerships across the country, Subaru has established a network of family-run businesses that are recognized as pillars of their communities. This close relationship is crucial for the upcoming EVs, as customers will require support and guidance throughout the transition to electric vehicles. Subaru believes that the trust and familiarity customers have with their dealers will play a significant role in the adoption of EVs.

Growth Plans and Market Expansion

Subaru’s new managing director, Lorraine Bishton, aims to kick-start a period of growth for the brand in the UK. With the introduction of the new electric cars and a new generation Forester later this year, Subaru plans to increase its market share. Despite selling only around 2400 cars in the UK last year, Subaru has seen significant year-on-year gains of approximately 30% from January to June. Bishton forecasts global sales to reach one million in 2024 and intends to rebuild Subaru’s presence in the UK market, aiming to surpass its peak sales of 12,000 cars per year in the 1990s.

Embracing Sporting Heritage and Motorsport

While Subaru’s image has evolved over the years, Bishton believes that the brand’s sporting heritage should not be overlooked. Subaru’s factory racing team recently won its class at the Nürburgring 24 Hours, showcasing the brand’s commitment to motorsport. Bishton emphasizes that motorsport has a genuine influence on Subaru’s road cars, with learnings from the racing team contributing to the development of their vehicles. Subaru’s involvement in motorsport highlights the brand’s ongoing evolution and commitment to performance.

With the introduction of new electric cars and a focus on its core values, Subaru aims to secure a larger share of the UK market and establish itself as a leading player in the electric vehicle segment.