Hospitality-driven concept blends modern design and community focus to demonstrate the Subaru Love Promise®
CAMDEN, N.J., Sept. 25, 2025 /PRNewswire/ -- Subaru of America, Inc. today 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 while embodying the Subaru Love Promise®, the company's commitment to be More Than a Car Company® by showing love and respect in every interaction.
The new Subaru Connection Hub concept reimagines the automotive retail experience, transforming dealerships into immersive, hospitality-driven spaces that strengthen customer relationships and community connections while embodying the Subaru Love Promise®. The exterior architectural language draws inspiration from parks, pavilions, and great plazas to create a new expression that welcomes everyone into the showroom.
Delivering a retail environment that looks, feels, and behaves like the Subaru brand itself: human, compassionate, and inviting, the Connection Hub celebrates the automaker’s commitment to the Subaru Love Promise the moment guests step inside. The new design encourages guests to engage with the brand, explore products and outreach efforts, and connect with fellow enthusiasts in a space as genuine as the community it represents.
Inside, the new Subaru Connection Hub concept showcases vehicles paired with curated merchandising tools, gear, and accessories to build emotional connections, add context, and spark imagination. Spaces will also include digital screens with “in the wild” content, scalable vertical displays, and consultation tables to encourage connection.
More than a showroom, Subaru retailers serve as a hub for community connection and a catalyst for local engagement with purpose. Interior spaces have been reimagined to meet guests on their terms and reflect the expectations of today’s consumers.
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.
Tim Stallings, Vice President, Retailer Development, Subaru of America, Inc.: "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. 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.
Jamie Cornelius, Executive Creative Director, ChangeUp: "Subaru is a company that lives its values, and it's an honor to help bring those values to life through a retail design that welcomes customers and strengthens community ties. The Connection Hub is more than a design concept—it's a space where people, stories, and experiences come together."
In addition to ChangeUp, Subaru collaborated with its retailer development team, retailer design committees, and internal stakeholders to ensure the concept aligns with both practical business needs and the brand's vision for the future. With design intent enrollment now open, customers will begin to see the Subaru Connection Hub at participating retailers in 2026.
For more information about Subaru and to find a retailer near you, visit www.Subaru.com.
About Subaru of America, Inc. 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. SOA is guided by the Subaru Love Promise®, which is the company's vision to show love and respect to everyone and to support its communities and customers nationwide. Over the past 20 years, SOA and the SOA Foundation have donated more than $340 million to causes the Subaru family cares about, and its employees have logged over 115,000 volunteer hours. Subaru is dedicated to being More Than a Car Company® and to making the world a better place. For additional information, visit media.subaru.com. Follow us on Facebook, Instagram, LinkedIn, TikTok, and YouTube.
About ChangeUp ChangeUp is an award-winning experience agency designing for the moments where brands and customers meet. We develop brand-led experiences that create change for businesses through strategy, brand design, store design, and architecture. We drive change for fast-moving brands, from startups to the F500, working with clients including Kia, Acura, Panera Bread, Discount Tire, Chick-fil-A, Honda, bp, and Trek. We believe change is not a risk, it's the answer. Learn more at www.changeupinc.com.
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