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<p>Established car manufacturers are often caught in a challenging predicament when transitioning to <a target="_blank" href="https://www.topspeed.com/category/electric-cars/" target="_blank">electric vehicles (EVs)</a>. Their longstanding identities are typically rooted in internal combustion engines (ICE). For instance, when you think of <a target="_blank" href="https://www.hotcars.com/what-vtec-means-on-honda-and-why-gearheads-love-it/" rel="noopener noreferrer" target="_blank">Honda</a>, you likely visualize VTEC, while a brand like Lamborghini conjures images of sleek supercars powered by V-8 engines.</p>
<p>When it comes to Subaru, the iconic <a target="_blank" href="https://www.topspeed.com/cars/subaru/subaru-wrx-sti-driven/" target="_blank">WRX STI</a> comes to mind, adorned in World Rally Blue and exuding the distinctive rumble from its EJ25 boxer engine while traversing dirt roads. This unique boxer engine has been a significant aspect of Subaru's identity in the ICE era. However, if they eliminate this engine—especially from their enthusiast models—what will actually define Subaru? This presents a significant hurdle as they shift towards EVs. In an interview with <a target="_blank" href="https://www.autocar.co.uk/car-news/features/how-subaru-plans-go-electric%C2%A0%E2%80%93-without-losing-enthusiasts" rel="noopener noreferrer nofollow" target="_blank">Autocar</a>, Subaru revealed their strategies to distinguish themselves in the EV landscape.</p>
<h2 id="the-market-challenges-for-subaru">Subaru's Market Challenges</h2>
<p>To appreciate the challenges Subaru faces, understanding its global market scenario is crucial. Surprisingly, while Subaru is a Japanese manufacturer, Japan isn't even its primary market.</p>
<h3 id="usa-39-s-mainstream-popularity">Popularity in the USA</h3>
<p>The United States is Subaru's largest market, contributing to about 75% of its global sales. In 2022, Subaru sold 667,725 units, making it the eighth-largest automaker in the U.S., surpassing even <a target="_blank" href="https://www.topspeed.com/tag/volkswagen/" target="_blank">Volkswagen</a>. However, Subaru’s early success in the U.S. was met with challenges like high pricing and an unregulated dealer network. The shift came in the late 90s through the 2000s when they began marketing heavily to outdoor enthusiasts.</p>
<h3 id="unhinged-enthusiast-identity-in-europe">Struggles with Enthusiast Identity in Europe</h3>
<p>In Europe, Subaru's identity is much more niche. Despite having pockets of popularity, only about 30,000 new Subaru vehicles are sold across Europe, where robust SUV sales have become less fashionable due to stringent emissions policies. Moreover, Subaru's image is closely linked to its World Rally Championship days, making the transition towards an electric future even more challenging.</p>
<h2 id="how-subaru-will-fully-shift-to-evs">Transitioning to Full EVs</h2>
<p>Currently, Subaru’s lineup involves primarily the <a target="_blank" href="https://www.topspeed.com/2026-subaru-solterra-debut/" target="_blank">Toyota bZ-based Solterra</a> in Europe. This model, along with future EVs co-developed with Toyota, will play a pivotal role in Subaru's strategy amidst increasingly strict CO2 regulations. Unlike larger automakers, Subaru plans to bypass plug-in hybrids and range-extenders entirely and focus on fully electric options.</p>
<h3 id="the-subaru-evs-to-anticipate">Anticipated Subaru EV Models</h3>
<p>Specific details have emerged regarding Subaru's electric offering, particularly the E-Outback and the forthcoming Uncharted, both developed with Toyota. Subaru aims to enhance global sales to approximately 1.2 million units annually by 2030, with half being EVs. However, hurdles such as uneven EV growth and regulatory changes pose significant uncertainties.</p>
<p>Ultimately, the task of convincing an established loyal customer base to embrace EVs is formidable, especially in Europe where the brand's sporty heritage heavily influences perceptions. Stritto acknowledges the challenge of proving that a Subaru can remain quintessential without a boxer engine but stresses the brand's ongoing commitment to electrification.</p>
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