Subaru is doubling down on its electric vehicle (EV) strategy in Europe, aiming to navigate the challenges of electrification while staying true to its rugged, all-wheel-drive heritage. According to a recent Autocar interview with Subaru Europe boss David Dello Stritto, the company plans to roll out new EVs and leverage its partnership with Toyota to meet rising demand and regulatory pressures, all while maintaining its core brand values.

Subaru’s EV Expansion Plans

Subaru is set to launch two new EVs in the UK within the next 12 months: the updated Solterra and a new model dubbed the Trailseeker, which may be renamed, alongside a potential smaller car. The Solterra, Subaru’s first EV, is a rebadged Toyota bZ4X but features a dual-motor, all-wheel-drive system—a hallmark of Subaru’s engineering. The upcoming Trailseeker, while built on a Toyota-developed platform, will incorporate more Subaru-specific components and technology. Unlike the Solterra, it will feature identically sized electric motors on each axle, a design tweak by Subaru to enhance its all-wheel-drive capability, ensuring better traction and stability on challenging terrains.

Subaru Accelerates Ev Push In Europe With New Models And Toyota Partnership

Subaru’s broader goal is ambitious: boosting global sales from 976,000 units last year to around 1.2 million by 2030, with roughly half being electric. In Europe, where Subaru sold 30,000 cars last year, the transition to EVs is critical due to impending zero-emission vehicle (ZEV) mandates. By 2035, all new cars in Europe must be fully electric, a regulation that Dello Stritto acknowledges with a pragmatic stance: “We have no choice,” he says. “We have to migrate from what we have today to a full battery-electric vehicle line-up in Europe as soon as possible. This is the vision.”

Challenges and Strategies for Smaller Manufacturers

For a smaller manufacturer like Subaru, electrification poses unique challenges. The high costs of developing EVs, coupled with competition from affordable Chinese manufacturers, make the transition daunting. Dello Stritto notes that Subaru’s European sales pale in comparison to the 700,000 units sold in the U.S., where its utilitarian 4x4s resonate more strongly.

“You could think: ‘Okay, we’re selling around 30,000 cars a year in Europe and we’re doing around 700,000 in the US, so why bother?’” he says. Yet, Subaru remains committed, with Dello Stritto affirming, “Subaru Corporation has said repeatedly they have no intention of leaving Europe. They want to stay in Europe.”

To manage costs, Subaru is leaning on its partnership with Toyota. The Solterra and Trailseeker both utilize Toyota platforms, but Subaru is gradually shifting toward in-house development for future models. This strategy allows Subaru to maintain its distinct identity—rugged, capable, and safe—while navigating the economic realities of EV production.

Balancing Heritage with Innovation

Subaru’s legacy is rooted in its boxer engines and rally heritage, epitomized by models like the Impreza WRX. However, the WRX STI has vanished from UK showrooms, and the current lineup lacks the performance edge of its predecessors.

Dello Stritto is optimistic about blending this heritage with electrification: “With an EV, you’ve got the power and performance and you’ve got an all-wheel drive system,” he says. “We’re working on more sporty models, and electrification allows us to do this. Let’s face it: it’s nice to have that prospect of a future WRX STI.”

In the UK, where Subaru sold 2,419 cars last year, the brand enjoys a loyal customer base. Studies cited by Dello Stritto show Subaru buyers hold onto their cars longer than average, valuing safety and capability. With 57 dealers, mostly in rural areas, Subaru UK aims to grow annual sales to around 12,000 units, a target reminiscent of its mid-1990s peak. As Subaru navigates this electric transition, its focus remains clear: deliver capable, safe EVs that honor its legacy while meeting the demands of a rapidly changing market.

Photos courtesy of Subaru