by Subaru dealerships are receiving their first update in nearly twenty years, and it is a serious change, as they will feature a more welcoming and store-like design. In fact, it resembles a combination of Bass Pro and a car dealership.
This design is known as the Subaru Connection Hub and was developed with the involvement of the company ChangeUp. As the name implies, the automaker wants to transform dealerships into “hospitable spaces that strengthen customer relationships and community connections.”
A New Type of Greeting
The changes start from the outside, where dealers will have a “welcoming promenade” with stylish columns and outdoor relaxation areas. This is created to form an “open, inviting atmosphere that sets the tone of warmth and exploration.”
Dealerships will have a massive glass facade, which is intended to create bright and spacious showrooms. The glass also provides a view of the “Big Blue Accent Wall,” which will also include a local topographic pattern.
Additionally, outdoor green zones will be created, connecting to the exhibition hall and the service area. Plans include everything from dog parks to family playgrounds and relaxation spots.
Interior Transformation
The biggest changes will occur inside, as the updated locations will look more like stores than traditional car dealerships. A large part of this is the so-called “lifestyle vehicle vignettes,” which will showcase Subaru vehicles in real-life scenarios. The possibilities are endless, but the visualizations show a model parked on a rock to simulate off-road driving. In the background, another car has a tent on the roof, reminiscent of camping.
These displays are combined with retail areas offering accessories and gear. The product range varies from T-shirts and bags to water bottles and dog toys.
The relaxing atmosphere is enhanced by a “cafe with gathering spots, community tables, comfortable seating, and a dynamic digital media wall highlighting Love Promise initiatives, community stories, and brand values.” It is also surrounded by merchandise and looks like a comfortable place to spend time while your car is getting an oil change.
Innovations for Customers
To support customers during the purchasing process, dealerships will have a Customization Zone with a digital table. It will help visitors create the perfect car and learn about accessories. They will also be presented with options that emphasize personalization and ongoing product connections.
This is a pleasant departure from typical cubicles and tables, and the Vice President of Subaru of America for Dealer Development noted:
“The new Connection Hub reflects where our brand is today and where we are heading, while simultaneously reinforcing our long-term commitment to customers and communities through the Subaru Love Promise.”
Tim Stollings added:
“This is more than a design update – it transforms our dealerships into inviting hubs for customers and communities to connect, collaborate, and celebrate what they love about our brand.”
Implementation Plans
Dealer registration is now open, and the first Subaru Connection Hubs are expected to open in 2026. However, it will likely be some time before the new design becomes a common sight.
This transformation of dealerships reflects a general trend in the automotive industry, where physical sales points are being reimagined as multifunctional spaces for communication and experience, rather than just places for transactions. Subaru, with its strong identity focused on an active lifestyle and family values, is particularly well-suited for this approach. The change can help the brand integrate more deeply into the lives of its customers, offering not just vehicles but also an associated lifestyle, which could become a key competitive advantage in the context of growing online trade.
