Under the leadership of new CEO Atsushi Osaki, Subaru has unveiled an accelerated electrification plan, aiming to drastically increase the share of battery electric vehicles (BEVs) in its overall sales. The Japanese automaker has set a bold target of 600,000 annual BEV sales by 2030, accounting for 50% of its projected global sales of 1.2 million vehicles at that time.
This move marks a significant departure from Subaru’s previous approach and comes in response to the rapid changes in the automotive market, particularly the surging demand for electrified vehicles, especially in the United States—the brand’s largest and most profitable market. Subaru appears to have acknowledged that further delay in embracing electrification is no longer viable.
Earlier this year Subaru had envisioned around 400,000 annual BEV sales by 2028, indicating the new target is a sudden and substantial increase in their ambitions. To achieve this, the company plans to expand its BEV lineup from the current solitary model, the Subaru Solterra, to a total of eight all-electric models. These upcoming models will include four crossovers/SUVs, set to hit the market by the end of 2026. (via Reuters)
Crucial to Subaru’s electrification strategy is its partnership with Toyota, with the latter holding a 20% stake in Subaru while Subaru’s stake in Toyota stands at 0.3%. The collaboration extends to BEV production, with Toyota manufacturing Subaru’s new three-row, all-electric SUV at its Kentucky plant from 2025. This follows Toyota’s own three-row BEV, dubbed the “bZ5X.” Furthermore, Subaru plans to initiate in-house BEV production in Japan from 2025, with a capacity of around 200,000 units. Another production line is scheduled to be added by 2027, with an additional capacity of 200,000 units, leaving around 200,000 units for production at other global sites, likely to cater to the US market.
Subaru is also preparing to invest approximately 1.5 trillion yen ($10.51 billion) in electrification by the beginning of the next decade. This substantial investment will focus on R&D, battery technology, and the expansion of production facilities.
