Camden, N.J. — Subaru of America, Inc. has unveiled the Subaru Connection Hub, the automaker’s first full redesign of its national retailer network since 2007. The new concept reimagines the automotive retail experience, transforming dealerships into immersive, hospitality-driven spaces that strengthen customer relationships and community connections.
The exterior architectural language draws inspiration from parks, pavilions and great plazas to create a new expression that welcomes everyone into the showroom.
Inside, the new Subaru Connection Hub concept showcases vehicles paired with curated merchandising tools, gear and accessories. Spaces will also include digital screens with “in the wild” content, scalable vertical displays and consultation tables to encourage connection.
The Connection Hub shifts traditional dealership perceptions, positioning Subaru retailers as vibrant community destinations. Customers will experience bold product displays, interactive personalization tools and welcoming social spaces designed to make every visit — from purchase to service — memorable and meaningful.
Developed with design and architecture partner ChangeUp and refined with feedback from Subaru retailers nationwide, the concept is scalable and adaptable to facilities of all sizes. Building upon the automaker’s renowned achievements in customer service and customer satisfaction, the Connection Hub blends advanced technology with nature-inspired design to celebrate Subaru’s heritage while setting a new standard for customer experience.
“Following decades of growth and evolution at Subaru, 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,” says Tim Stallings, vice president, retailer development, Subaru of America, Inc. “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.”
Key features of the Subaru Connection Hub include:
• Welcoming Promenade and Entry: A grand, park-like pavilion with columns echoing the Pleiades stars of the Subaru logo draws visitors into an open, inviting atmosphere that sets a tone of warmth and exploration.
• Striking Exterior Facade: A modern glass storefront anchored by the iconic ‘Big Blue’ statement wall, incorporating local topographic textures to blend brand legacy with regional identity.
• Constellation Lounge: 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.
• Lifestyle Vehicle Vignettes: Immersive displays staging Subaru models in real-world scenarios — like off-road adventures, road trips and EV/hybrid innovations —are paired with accessories, gear and interactive digital narratives to inspire customers.
• Customization Zone: An engaging digital table where guests can tailor vehicles, discover accessories and navigate interactive service options, enhancing personalization and ongoing product connections.
• Outdoor Green Spaces: Versatile areas linked to the showroom and service area, ideal for community events, relaxation lounges, family play areas or dog parks, extending the ‘nature’ theme beyond walls.
In addition to ChangeUp, Subaru collaborated with its retailer development team, retailer design committees and internal stakeholders. With design intent enrollment now open, customers will begin to see the Subaru Connection Hub at participating retailers in 2026.
Subaru of America, Inc. (SOA) is an indirect wholly owned subsidiary of Subaru Corporation of Japan. Headquartered in Camden, N.J., the company markets and distributes Subaru vehicles, parts and accessories through a network of about 640 retailers across the United States. All Subaru products are manufactured in zero-landfill plants, including Subaru of Indiana Automotive, Inc., the only U.S. automobile manufacturing plant designated a backyard wildlife habitat by the National Wildlife Federation. For more information, visit www.Subaru.com.
ChangeUp is an award-winning experience agency that develops brand-led experiences that create change for businesses through strategy, brand design, store design and architecture. Clients include Kia, Acura, Panera Bread, Discount Tire, Chick-fil-A, Honda, bp and Trek. For more information, visit www.changeupinc.com.
SOURCE: Subaru of America, Inc.