Subaru began to move its chips in silence and everything points to an important change within the Japanese brand. While several manufacturers recently insisted on accelerating the transition towards electric cars, now the scenario seems very different. Sales did not grow at the expected rate and that forced many companies to rethink multimillion-dollar investments.

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The most recent to recognize this situation was Subaru. Atsushi Osaki, the company's CEO, confirmed in statements to Automotive News that the development of new electric vehicles is being reviewed internally. The decision comes in the midst of a complicated context for the EV segment in the United States, one of the most important markets for the brand.

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For now, Subaru is analyzing slowing down several projects related to electrification. Even some of our own developments could be frozen until the outlook is more favorable.

The electricity market is no longer advancing as expected

Currently, Subaru markets three electric models in the United States and hopes to add a fourth vehicle in the fall of 2026. However, within the company there is a growing feeling that this range could remain practically intact for several years.

The main problem remains low demand. Many automakers projected a much faster adoption of electric cars, but consumers still have doubts related to range, charging infrastructure and prices.

That caused Subaru to start looking again toward hybrids and efficient combustion engines as a more realistic solution for the short term.

Toyota remains key for Subaru

All of Subaru's current electric cars were developed together with Toyota. Models like Solterra, Trailseeker, Uncharted and Getaway were born thanks to this technological alliance between both Japanese brands.

The original idea was different. Subaru intended to launch four completely own electric vehicles before 2028 to gain greater independence within the EV segment. Now, those plans could be shelved or face major delays.

The change marks an unexpected turn because Subaru had been advancing cautiously, but without stopping. The company seemed determined to expand its electrical presence little by little, although market behavior ended up modifying that strategy.

The power plant will change course

One of the most striking movements has to do with the Oizumi plant, located in Gunma, Japan. That facility was going to become one of the pillars of the brand's electrical production.

However, Subaru now plans to use it to make hybrid models and vehicles with gasoline engines. Later, the intention will be to implement flexible production lines capable of assembling electric, hybrid and thermal cars in the same space.

The brand also does not completely abandon electrification. What they are looking for is to reduce risks while waiting for a more solid recovery in demand.

An industry-wide problem

Subaru isn't the only automaker reviewing its electric plans. In recent months, several companies decided to delay platforms, stop investments or reinforce their hybrid ranges.

The US market is going through a complex time for electric vehicles and that generates uncertainty even in future projects, such as the battery plant that Subaru planned to develop together with Panasonic Energy around 2028.