Subaru to Turn U.S. Dealers Into ‘Connection Hubs,’ Will Canada Follow?
Subaru is planning the first full redesign of its U.S. retailer network since 2007. Customers will begin to see the transformation at participating retailers in 2026, and as we wait to hear if Subaru Canada will follow suit, the company offers a preview of what to expect.
The project is based on the concept of a "Connection Hub," which is essentially an immersive space focused on hospitality and interaction not only between the dealership and its customers, but also between owners. According to the renderings, it starts with a completely revamped, modern glass storefront that looks more inviting, even including the word "Love" in large letters.
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Immediately around the dealership will be outdoor green spaces such as family play areas, dog parks and versatile areas linked to the showroom and service department that Subaru says will be ideal for community events.
The architecture and design are inspired by nature, which the Japanese brand is widely associated with, and this is also reflected in the interior, where there’s a grand, park-like pavilion with columns shaped like trees. Vehicles are showcased in a way that encourages adventure, and there are colourful and interactive displays and customization tools for customers to use.
The so-called ‘Constellation Lounge’ is a café-style gathering spot with community tables, comfortable seating and a dynamic digital media wall spotlighting Subaru initiatives, community stories and brand values. Moreover, people can shop Subaru accessories and gear in a whole new way.
Subaru says its new dealership concept aims to increase customers' love for the brand. It already has one of the most loyal customer bases in the automotive industry, and it ranked first among mass-market brands for service quality in J.D. Power’s 2025 study—at least in the U.S. The reality in Canada is different, as another recent study by the same organization demonstrated.