Subaru, the Japanese automaker famous for models like Impreza, Crosstrek, and Forester, has recently announced a significant reorganization of its top management. Atsushi Osaki will replace the current CEO, Tomomi Nakamura, as the new head of the company, while Jeff Walters will take over as the CEO of Subaru of America, replacing Tom Doll.
As Subaru faces tough competition in the race towards zero emissions, the company recognizes the need for flexibility and expansion to survive the age of electrification. According to new CEO Osaki, Subaru aims to stay nimble and implement various systems while focusing on flexibility and expansion.
While Subaru has only one all-electric model, the Solterra, which has not performed well in terms of sales, the company acknowledges the need to accelerate its electrification efforts. Subaru is far off from its 2019 record of moving 700,000 cars, having delivered 556,581 units in 2022. Therefore, the new management plans to grow the brand’s presence in the United States, its biggest market, and expand into new markets like Australia.
See also: Subaru to build first dedicated electric vehicle factory in Japan
Previous CEO Tomomi Nakamura had been an EV skeptic, questioning the demand for EVs worldwide, especially in North America. However, last year, Subaru acknowledged the growing interest in EVs and announced its plans to establish a dedicated EV assembly plant in Japan, which will become operational around 2027. Additionally, the company plans to invest billions of dollars in electrification over the next five years and expand its electrified range in the United States to include several EVs by 2025.
Under the massive management reshuffle, current CEO Tomomi Nakamura will assume the role of chairman, while Tom Doll will step down as the CEO of Subaru of America and become a corporate advisor at the firm’s US headquarters. Jeff Walters, the current senior vice president of sales, will take over as the president and COO of Subaru of America.
Subaru’s new global CEO, Atsushi Osaki, will assume office in June, joining a refreshed board subject to approval at the annual shareholder meeting in June. In conclusion, Subaru recognizes the need to catch up with rival automakers in the race towards zero emissions and expand its presence in new markets.
