How is Subaru Tackling the Shift to Electric Cars Without Losing Its Soul?
If you’re a car enthusiast, the name Subaru probably conjures up images of blue and yellow rally cars, turbocharged boxer engines, and the unmistakable sound of a WRX tearing down a gravel stage. But let’s be honest—when was the last time you thought of Subaru as a leader in electric vehicles? For many, the idea of a battery-powered Subaru feels almost like a contradiction. Yet, as the automotive world pivots toward electrification, Subaru is facing a crossroads: how do you go electric without leaving behind the loyal fans who made you famous?
Why Is Subaru Committed to Staying in Europe Despite the Challenges?
It’s no secret that Subaru’s biggest market is the United States, where the brand’s rugged all-wheel-drive vehicles are a staple in snowy driveways and mountain towns. In 2023, Subaru sold nearly 700,000 cars in the US, compared to just 30,000 in Europe. With such a small slice of the European pie, you might wonder why Subaru bothers at all—especially as electrification ramps up costs and competition from budget-friendly Chinese EVs intensifies.
David Dello Stritto, Subaru’s European boss, is candid about the challenge. He acknowledges that it would be easy to focus solely on the US, but there’s a sense of pride in being a global company. Europe, with its strict emissions targets and rapidly changing regulations, is a proving ground for any automaker serious about the future. Subaru isn’t just sticking around out of stubbornness—they see Europe as essential to their global ambitions.
How Is Subaru Managing the Cost and Complexity of Electrification?
For a smaller brand like Subaru, the transition to electric isn’t just about swapping out engines for batteries. It’s a massive investment, and unlike giants such as Toyota or Hyundai, Subaru doesn’t have the luxury of spreading costs across dozens of models. That’s why their first EV, the Solterra, was co-developed with Toyota. It’s a smart move—sharing platforms and technology helps Subaru keep pace without breaking the bank.
But make no mistake: Subaru is all-in on electrification. Their goal is to boost global sales to 1.2 million by 2030, with half of those being electric. Plug-in hybrids and range-extender EVs aren’t on the menu; the company simply can’t afford to hedge its bets. Instead, they’re focusing on full battery-electric vehicles, aiming to gradually increase the proportion of EVs sold in each market.
What’s Happening to Subaru’s Legendary Boxer Engine and Performance Heritage?
This is the question that keeps die-hard Subaru fans up at night. The horizontally opposed boxer engine and symmetrical all-wheel drive are the heart and soul of the brand. They’re the reason Subaru carved out a niche among rally fans and adventure seekers alike.
Dello Stritto knows convincing loyalists to embrace electric won’t be easy. Many WRX enthusiasts are skeptical, if not outright dismissive, of a Subaru without a boxer engine. But he’s not giving up. The company is betting that, over time, mindsets will shift—especially as EV technology starts to deliver the kind of performance Subaru fans crave.
Can Subaru’s EVs Capture the Spirit of the Brand?
Here’s where things get interesting. Subaru’s first electric car, the Solterra, may share its bones with the Toyota bZ4X, but Subaru insists on making it their own. For example, the Solterra is only offered with a dual-motor, all-wheel-drive setup—no front-wheel-drive versions here. That’s a deliberate choice, doubling down on the capability and ruggedness that define Subaru.
The upcoming Trailseeker, built on the same platform but with more Subaru engineering, takes things further. Both axles get identical electric motors, a setup designed specifically to enhance all-wheel-drive performance. It’s a clear signal: Subaru isn’t just slapping its badge on someone else’s EV. They’re using electrification to reinforce the qualities that made them unique in the first place.
How Does Subaru’s Approach Differ Between the US and Europe?
Subaru’s strategy isn’t one-size-fits-all. In the US, the brand is a household name, especially in rural and mountainous regions where all-wheel drive is a must. Their marketing leans heavily into the outdoorsy, adventurous lifestyle, and it works—Subaru was the eighth-biggest car brand in America last year, outselling even Volkswagen.
Europe, though, is a tougher nut to crack. Here, Subaru is still best known for its rallying glory days, and the current lineup—Crosstrek, Outback, Forester, and Solterra—leans more toward practicality than performance. Sales are steady but modest, and awareness is a constant battle. Still, Subaru’s European customers are fiercely loyal, often sticking with the brand for decades.
Is There Room for Performance in Subaru’s Electric Future?
Absolutely—and this might be the most exciting part for long-time fans. Electrification isn’t the end of performance at Subaru; it could be a new beginning. Dello Stritto hints at the possibility of reviving the STI badge for high-performance EVs. With electric motors, instant torque, and advanced all-wheel-drive systems, the ingredients are there for a new generation of rally-inspired machines.
Subaru is already dipping its toes back into motorsport, sponsoring the World Superbike Championship and using the Solterra as a course car. While some purists are slow to warm up to electric, the tide is turning. The idea of a future WRX STI—super-fast, gold wheels, blue paint—powered by electrons instead of petrol, is no longer just a fantasy.
What’s the Real Takeaway for Subaru Fans and Curious Buyers?
Subaru’s journey into electrification is a balancing act. They’re reinventing themselves for a new era while holding tight to the values that built their reputation: ruggedness, reliability, and a dash of rally-bred excitement. The road ahead won’t be easy, especially for a smaller player in a rapidly changing industry. But if Subaru can pull it off, they might just prove that you don’t have to choose between tradition and progress. Sometimes, you can have both—just with a little more voltage.