In a bold move to embrace the accelerating shift towards electrification, Subaru’s newly appointed CEO, Atsushi Osaki, has announced significant changes for the brand’s electric vehicle (EV) strategy. During a press conference, Osaki revealed that the Japanese automaker will be doubling the speed of its EV adoption, planning to launch eight new EV models for the U.S. market. This decision comes amidst the rapidly changing landscape of EV demand and consumer preferences.
Initially, Subaru had committed to introducing four new EVs in the coming years. However, the revised plan will see the company now offering a more diverse range of eight electric vehicles, as reported by Autonews. Osaki is optimistic that these EVs will contribute to approximately 400,000 annual sales in the U.S., roughly half of Subaru’s current volumes in the country.
Considering the significance of the U.S. market, Subaru is also contemplating localizing its EV production within the country. Though this aspect of the strategy is still under review, the company aims to initiate the production of EVs in the United States within the next four to five years.
While there have been reports suggesting a partnership between Subaru and Toyota, including the production of a three-row, all-electric crossover in Kentucky by 2025, Osaki refrained from confirming the rumours. Although acknowledging the fruitful collaboration with Toyota, the focus remains on empowering Subaru to produce its own line of electric vehicles.
Osaki highlighted an interesting trend among Subaru owners, as many also own a Tesla. By localizing production, Subaru aims to leverage tax incentives presented in the Inflation Reduction Act, making the EVs more appealing to potential buyers.
Internationally, Subaru aims to sell 600,000 EVs, constituting half of its global volumes, by 2030. To realise this goal, the automaker will commence EV production in Japan by 2025 on a production line with a capacity of approximately 200,000 vehicles per year. Another similar production line is projected to be operational in Japan by 2027.
While specific details about the newly announced EV models remain undisclosed, Subaru had previously revealed that the first four EVs would be crossovers. However, Osaki hinted that the expanded lineup may include a more diverse range of body styles. Panasonic is expected to provide batteries for these EVs, featuring cylindrical cells, similar to those used in Tesla vehicles.
As Subaru takes bold steps towards an electrified future, these ambitious plans signal the company’s determination to remain competitive in an ever-changing automotive landscape. With the U.S. and global EV markets in focus, Subaru is poised to lead the charge in sustainable mobility while retaining its unique appeal to environmentally conscious consumers.
