- Subaru debuts first new dealership redesign since 2007 with major updates.
- Dealerships will transform into open and airy “community destinations.”
- Visitors can expect a store-like interior with vehicle vignettes and lots of merch.
Subaru dealers are getting their first revamp in nearly two decades and it’s a big change as they’ll feature a more welcoming and store-like design. In fact, it looks like a cross between a Bass Pro and a car dealership.
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The design is known as the Subaru Connection Hub and it was created with the assistance of ChangeUp. As the name suggests, the automaker wants to transform dealerships into “hospitality-driven spaces that strengthen customer relationships and community connections.”
A New Kind Of Welcome
The changes start outside, where dealers will have a “welcoming promenade” with stylish columns and outdoor seating. This is designed to create an “open, inviting atmosphere that sets a tone of warmth and exploration.”
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Dealerships will have a massive glass storefront, which should create bright and airy showrooms. The glass also provides a glimpse at the “Big Blue statement wall,” which will also incorporate a local topographic pattern.
On top of that, there will be outdoor green spaces that connect to the showroom and service area. These are envisioned to include everything from dog parks to family play areas to places to relax.
Some of the biggest changes occur inside as revamped locations will look more like stores than traditional dealerships. A big part of this is so-called “lifestyle vehicle vignettes,” which will highlight Subaru vehicles in real-world scenarios. The possibilities are endless, but the renderings show a model parked on a rock to simulate off-roading. In the distance, there’s another vehicle with a roof-mounted tent to recall memories of camping.
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These displays are joined by merchandise areas, offering accessories and gear. Items range from t-shirts and bags to water bottles and dog toys.
The relaxing atmosphere is amplified by a “café-style gathering spot with community tables, comfortable seating, and a dynamic digital media wall spotlighting Love Promise initiatives, community stories, and brand values.” It too is surrounded by merchandise and looks to be a comfortable place to hang out while your oil is being changed.
To support customers during the buying process, dealerships will feature a Customization Zone with a digital table. It will help visitors build their ideal vehicle and learn about accessories. They’ll also be presented with options that highlight personalization and ongoing product connections.
This is a nice departure from the typical cubicles and desks, and Subaru of America’s VP of Retailer Development said, “The new Connection Hub reflects where our brand stands today and where we are headed, while reinforcing our long-standing commitment to our customers and communities through the Subaru Love Promise.” Tim Stallings added, “This is more than a design update – it transforms our retailers’ facilities into welcoming hubs for customers and communities to connect, collaborate, and celebrate what they love about our brand.”
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Dealership enrollment is now open and it’s expected that the first Subaru Connection Hubs will open in 2026. However, it will likely be a while before the new design becomes commonplace.
