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Subaru's Modern Retail Experience: The Connection Hub

In a significant stride towards enhancing the automotive retail landscape, Subaru of America, Inc. has launched the Subaru Connection Hub, a concept that marks the first total redesign of its dealer network since 2007. This initiative aims to redefine the automotive shopping experience, merging modern design with a strong emphasis on community interaction. Whether you're stepping into a Subaru dealership for the first time or revisiting, the experience has been meticulously crafted to be warm and inviting, much like the brand itself.

Redesigning the Retail Environment

The Subaru Connection Hub transforms traditional dealerships into immersive spaces where hospitality takes center stage. Inspired by parks and pavilions, the architecture invites customers into environments that foster connection and exploration. As prospective buyers enter, they are greeted by designs that embody the Subaru Love Promise®—the brand's commitment to being more than just a car manufacturer. This is clearly conveyed not only through visuals but the entire atmosphere that encourages customer engagement.

Upon entering, customers will find an environment not only dedicated to showcasing vehicles but also designed to establish emotional ties through curated merchandising tools and accessories. Interactive digital screens display content showcasing Subaru’s adventures and community engagement, enhancing the customer experience and creating a sense of belonging among Subaru enthusiasts.

A Hub for Community Connection

The transformation is about far more than just aesthetics. Subaru intends for its retailers to function as community hubs where local connections can flourish. The redesigned interiors cater to today's consumers by meeting them where they are, in a setting that reflects their expectations of service and engagement.

One of the most distinctive aspects of the Connection Hub is its striking exterior architecture, featuring a modern glass façade highlighted by a significant 'Big Blue' wall, which integrates local topography, thus reflecting regional identity and diverting from generic dealership designs. This innovative approach not only welcomes customers but fuels their curiosity.

Core Features of the Connection Hub

The Subaru Connection Hub is equipped with features tailored to enhance customer experience:

• - Welcoming Promenade: Drawing visitors into a park-like atmosphere, this pavilion is adorned with columns that represent the Pleiades stars from the Subaru logo.
• - Constellation Lounge: A café-inspired gathering area featuring community tables and a dynamic media wall spotlighting the Subaru Love Promise initiatives, this space emphasizes inclusivity and brand values.
• - Lifestyle Vehicle Vignettes: Immersive displays arrange Subaru models in relatable scenarios—think off-roading adventures and eco-friendly innovations—accompanied by accessories and engaging digital narratives.
• - Customization Zone: An interactive digital table allows guests to personalize vehicles and discover tailored accessories, making the brand experience even more engaging.
• - Outdoor Green Spaces: Designed for community events and relaxation, these outdoor areas promote nature-friendly interaction beyond the showroom, symbolizing Subaru’s commitment to environmental responsibility.

Tim Stallings, Vice President of Retailer Development at Subaru, articulated the significance of this redesign, highlighting that it not only encapsulates Subaru’s growth and evolution but also solidifies the importance of customer connection through the Subaru Love Promise™. As they prepare to roll out the Connection Hub to participating retailers in 2026, Subaru is creating destinations for customers to connect and celebrate their love for the brand.

A Pioneering Approach to Automotive Retail

As Subaru gears up for this revolutionary initiative, the Collaboration with ChangeUp, renowned for their expertise in design and architecture, ensures that each dealership will be aligned with both practical business needs and the forward-thinking vision of Subaru.

This innovative approach signifies a vital shift in dealership dynamics, positioning Subaru retailers as vibrant community entities. The Connection Hub not only reflects Subaru's commitment to customer satisfaction but also aims to foster deeper engagement and connection within the communities they serve, reinforcing Subaru’s mantra of "More Than a Car Company."

The Subaru Connection Hub is more than just a design; it's an evolving concept that emphasizes collaboration, community interaction, and a genuine love for people. As Subaru continues to shape the future of its retail environment, customers can expect an engaging, warm atmosphere where relationships with both the brand and fellow enthusiasts flourish. For more details about the Subaru Connection Hub, visit Subaru.com.