At the end of last year, Subaru did a 180º turn in its electrification strategy. The Japanese firm announced its decision to stop the development of its plug-in hybrids to focus on pure electric cars, a move motivated by the low sales of the Crosstrek Hybrid, of which only 2,600 units were sold in 2021 (less than 1% of the total volume of the brand in the United States).
Subaru currently markets only one electric car globally: the Solterra, a country-oriented midsize SUV (segment D) derived from the Toyota bZ4X. A few months ago, the company announced its intention to complete its zero-emission range with three additional SUVs, which will be launched by the end of 2026.
Although the sales targets for electric cars announced a few months ago were relatively ambitious (200,000 units in 2026 and double that in 2028), the rapid transformation of the main international markets has forced Subaru to revise its plans upwards, announcing updated targets. and the launch of more models.
“The United States market is switching to electrification at a rapid pace, and the situation has changed considerably in recent months,” said Atsushi Osaki, CEO of the brand. “In light of the speed of this change in the United States, we believe it is time to decide on BEV [Battery Electric Vehicles] production in the United States.”
Subaru will continue to work closely with Toyota
The new corporate strategy contemplates that 50% of its world sales in 2030 correspond to electric models; that is, about 600,000 units. In the specific case of the US market, it will try to reach 400,000 copies in 2028.
In addition, its electric offer will consist of eight models by the end of the decade. Not bad if we take into account that its North American range currently consists of nine vehicles (Impreza, Legacy, Crosstrek, Forester, Outback, Ascent, Solterra, BRZ, WRX). Although its first four electric SUVs will be, Osaki has confirmed that the next four will have more varied bodies. Its production will be concentrated in North America and Japan.
It is confirmed that one of them will be a crossover with three rows of seats that, like the Solterra, will be produced by Toyota. Although both companies will continue to collaborate closely, Subaru also wants to develop electric cars independently. Its main battery supplier will be Panasonic, which will start supplying it with next-generation cylindrical cells in the middle of the decade.
