Subaru plans to expand its electric lineup, introducing two new crossovers alongside the existing Solterra by mid-next year:
- New electric models: One smaller and one larger crossover
- Collaboration with Toyota: Similar to the existing Solterra and the GR86/BRZ sports coupes
Additionally, an oversized EV will be developed in the U.S., but it will not be available in the UK market.
The importance of Subaru’s dealership network cannot be overstated:
- Rural and Family-Owned: Most dealers have long-established relationships with their customers, which fosters trust.
- Personalized Guidance: Subaru dealers can provide informed recommendations for EVs, alleviating buyer concerns and reservations.
Subaru owners typically have the financial flexibility to buy outright:
- Cash Transactions: Nearly 50% of Subaru purchases in the UK are paid for in cash, unlike the industry average where over 90% rely on financing options.
- Home Charging Compatibility: Many Subaru customers have driveways and can easily install charging points.
Subaru’s average EV buyer age is significantly lower:
- Bridging the Gap: The average age for Subaru buyers is 63, while the Solterra buyer's age is around 42, primarily targeting company-car schemes.
Bishton remains confident about equipping a diverse range of EV options. Even with broader market challenges, she views the upcoming models as a means to adapt and thrive in the evolving automotive landscape.
Subaru is primed for a successful transition to electric vehicles, capitalizing on trusted relationships, cash-ready buyers, and an evolving demographic. As they embrace this change, Subaru aims to maintain its loyal customer base while attracting new drivers to the world of EVs.
