Subaru is coming to understand that L.L. Bean's insights on retail were accurate.

      Subaru

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      This month, Subaru unveiled plans to enhance its lifestyle branding, which seems to be benefiting the company. Some dealerships will transform into “Subaru Connection Hubs,” which the automaker enthusiastically describes as “vibrant community destinations.” It appears Subaru is adopting a retail approach similar to L.L. Bean, Bass Pro, and Cabela’s, focusing on experiential shopping.

      In practical terms, it seems Subaru is increasing window sizes, incorporating artificial rocks and trees beneath display vehicles, adding a charming café, and most cleverly, filling shelves with items that encourage impulse buying.

      Subaru has effectively established a brand identity centered on outdoor activities. It’s well-known that individuals who are enthusiastic about this lifestyle prefer shopping in stores that have a strong atmosphere, which explains why the outdoor retailers mentioned earlier feature elements like taxidermy, indoor fishing setups, rock-climbing walls, and archery ranges alongside their merchandise.

      These designs highlight the café and retail store hybrid vision the automaker aims to achieve. It will be interesting to see how accommodating they will be for dogs. I’m not certain that car dealerships will appreciate having too many animals shedding in their showrooms.

      This situation almost feels like a “why wasn’t this done sooner” moment. Subaru dealerships have been overdue for an update—the automaker noted that this represents the “first complete redesign of its national retailer network since 2007.”

      Automotive News reported that “90 retailers expressed interest” in starting the process, with 50 putting down a deposit during a recent dealer meeting when it was presented by corporate. There are over 640 Subaru retailers across the U.S. To be honest, I’m not sure if a 14-percent positive initial response is favorable or not. From my observations, car dealers tend to be cautious about spending money unless absolutely necessary. Therefore, anecdotally speaking, 50 deposits seem like a solid start.

      The Autopian cited a quote from a Subaru dealership owner in Michigan: “I don’t think it’s the best timing, given the current economic situation in the auto industry and interest rates… But it is a consumer-focused and lifestyle-oriented facility that aligns with our customers’ values.”

      The timing does actually make sense. Subaru is quite susceptible to tariffs and the potential loss of EV tax credits. The prices of its vehicles will need to rise, and profit margins may be shrinking. However, by enhancing its stores instead of creating entirely new vehicles, the brand can attract customers to its dealerships with a significantly lower investment. In fact, it’s likely that the dealers themselves will bear the costs for these renovations, rather than the corporate office.

      This also presents savvy dealers with a fantastic chance to profit from high-margin items—merchandise and accessories. If Subaru dealerships are well-stocked with tents, stickers, t-shirts, water bottles, roof racks, and all the items people enjoy purchasing, they could generate significant revenue from customers visiting for service or car shopping. In fact, if the storefronts are effective enough at drawing people in, Subaru could potentially acquire an entirely new clientele—those who come in specifically to buy outdoor gear or pet products.

      Subaru is not the first automaker to venture into a somewhat innovative retail experience. Land Rover has featured brief “off-road courses” in its parking lots for decades, and even the Honda store where I sometimes get parts in New York has a sizable sitting area filled with Honda-branded apparel and accessories for sale.

      The first Subaru Community Hubs are expected to open in 2026.

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