Subaru of America
Subaru Corporation's United States sales, distribution, marketing, and customer-support subsidiary.
Last updated October 5, 2026
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Overview
Subaru of America, Inc. is the United States sales, distribution, marketing, and customer-support subsidiary of Subaru Corporation, the Japanese automaker formerly known as Fuji Heavy Industries. Established in 1968, the company became the principal organization responsible for developing Subaru's presence in the United States, including the importation and distribution of Subaru vehicles, dealer support, customer communications, parts and accessories, warranty administration, and brand marketing. Its headquarters are in Camden, New Jersey. The company does not operate as an independent publicly traded automaker. Instead, it is part of Subaru Corporation's international operating structure and works with Subaru's manufacturing and engineering operations in Japan and with manufacturing facilities that supply vehicles for the U.S. market. Subaru of America also coordinates with its dealer network on retail operations, vehicle launches, service standards, certified pre-owned programs, and owner retention. Subaru Canada, Inc. is a separate Subaru organization serving Canada, so Subaru of America should not be treated as the corporate entity for the entire North American market. Subaru's U.S. business developed from a relatively small imported-car operation into one of the brand's most important global markets. The U.S. market has been particularly receptive to Subaru's combination of standard or widely available all-wheel drive, practical body styles, safety technology, outdoor-oriented utility, and a brand identity associated with pets, environmental stewardship, and community participation. Subaru of America has supported this positioning through long-running programs such as Share the Love, retailer-level charitable activity, and partnerships connected with animal welfare and outdoor lifestyles. The U.S. portfolio has generally centered on crossover and utility vehicles, including the Outback, Forester, Crosstrek, Ascent, and Solterra, alongside the Impreza compact car and performance-oriented WRX and BRZ nameplates. Product responsibility is shared across Subaru's global organization: Subaru of America markets and supports the vehicles in the United States, while product design, engineering, and manufacturing decisions are made through the wider Subaru Corporation structure. The company also markets Subaru Performance parts and accessories and provides owner services through authorized retailers. Subaru of America's strategic importance increased as the U.S. market shifted toward crossovers and as Subaru emphasized safety, all-weather capability, active lifestyles, and customer loyalty rather than competing primarily on fleet volume. Its work includes adapting global products and corporate initiatives to U.S. regulations, consumer expectations, retail practices, and media channels. The company remains active as Subaru Corporation's U.S. commercial arm, with its performance closely tied to the success of the Subaru brand and its vehicle supply chain.
History
Subaru of America was established in 1968 to develop the Subaru vehicle business in the United States. At the time, Subaru was a relatively small Japanese manufacturer seeking an international distribution structure for its vehicles. The American subsidiary provided a local commercial organization for importing vehicles, appointing and supporting dealers, handling communications with customers, and building awareness of the Subaru name. During its early decades, Subaru of America operated in a U.S. market where Japanese imports competed on price, economy, reliability, and engineering differentiation. Subaru's use of horizontally opposed engines and all-wheel-drive systems gave the brand a distinctive technical identity. In the United States, these features gradually became linked with practical ownership in regions affected by snow and with recreational uses such as skiing, camping, and cycling. The company supported this identity through retail marketing and by expanding the availability of utility-oriented models. The introduction and evolution of the Legacy and Outback helped change Subaru's U.S. market position. The Outback combined passenger-car driving characteristics with increased ride height, cargo capacity, and all-weather utility. It became one of the principal products around which Subaru of America organized its U.S. marketing and dealer strategy. The Forester likewise strengthened the company's crossover presence, while the Impreza and later WRX retained a role for compact-car and performance-oriented customers. Subaru's U.S. business became increasingly focused on owner loyalty and a differentiated brand community. Marketing frequently emphasized safety, outdoor activities, pets, environmental responsibility, and charitable participation. The Share the Love program, launched in 2008, made charitable giving part of the vehicle-purchase experience by allowing customers to direct donations to participating organizations. Subaru of America and its retailers also developed local community programs, including support for animal shelters and other nonprofit organizations. As the U.S. market moved toward sport-utility vehicles and crossovers, Subaru expanded and refreshed its utility portfolio. The Forester, Outback, and Crosstrek became central to the company's volume strategy, while the Ascent gave the brand a larger three-row crossover. Performance products continued through the WRX and BRZ, with the BRZ developed jointly with Toyota. Subaru of America adapted these global products for U.S. regulations, customer preferences, equipment levels, pricing structures, retailer operations, and communications. Subaru Corporation's wider manufacturing and engineering network has remained responsible for the development and production of the vehicles, while Subaru of America has handled the U.S. commercial relationship. This division means that the American subsidiary's history is closely connected with, but not identical to, the history of Subaru Corporation. Subaru of America also operates separately from Subaru Canada, which serves the Canadian market. The Solterra, introduced in the United States for the 2023 model year, marked Subaru's entry into battery-electric vehicles. Developed through Subaru's relationship with Toyota, it added electrification to a portfolio historically associated with gasoline-powered all-wheel-drive vehicles. Subaru of America continues to balance this transition with demand for its established crossover and utility models, while maintaining a brand strategy based on safety, capability, community participation, and long-term customer relationships.
- 2024
Jeff Walters becomes president and chief executive officer
[7]Subaru announced a change in the leadership of its U.S. subsidiary, with Jeff Walters taking the president and chief executive role.
- 2022
Solterra is introduced in the United States
[5]The Solterra became Subaru's first battery-electric vehicle and extended the U.S. portfolio into the electric crossover segment.
- 2018
Subaru reaches a U.S. sales milestone
[6]Subaru reported its ninth consecutive annual U.S. sales record, reflecting the importance of the American market to the company.
- 2008
Share the Love launches
[3]Subaru introduced a charitable campaign connecting eligible vehicle purchases and leases with donations to participating charities.
- 1989
Subaru opens its Camden, New Jersey headquarters
[1]The company established its long-term headquarters in Camden, New Jersey, where its U.S. corporate operations remain based.
- 1968
Subaru of America is established
[1]Subaru created its United States subsidiary to manage the local importation, distribution, sales, and marketing of Subaru vehicles.
Products and positioning
A safety- and utility-oriented automotive brand organization emphasizing all-wheel-drive capability, active lifestyles, outdoor use, pets, community involvement, and owner loyalty.
Midsize crossover wagon · 1994
Outback
The Outback is one of Subaru's defining U.S. nameplates. It combines a passenger-car-derived layout with increased ground clearance, available all-wheel drive, cargo capacity, and systems intended for light off-road and outdoor use. Subaru of America positions it as a versatile family and recreation vehicle, and the model has played a major role in establishing the company's crossover-focused identity.
Compact crossover SUV · 1997
Forester
The Forester is a compact crossover SUV emphasizing visibility, interior practicality, all-weather traction, and everyday utility. It is a core Subaru product in the United States and is marketed to buyers seeking a smaller alternative to the Outback while retaining a high seating position, flexible cargo space, and Subaru's safety and all-wheel-drive characteristics.
Subcompact crossover SUV · 2012
Crosstrek
The Crosstrek is a compact, raised-hatchback crossover derived from the Impreza platform. Its positioning combines manageable urban dimensions with increased ground clearance, available all-wheel drive, roof-carrying options, and outdoor-oriented styling. It has become one of Subaru's most important U.S. products for younger buyers and customers seeking an accessible entry into the brand.
Three-row midsize crossover SUV · 2018
Ascent
The Ascent is Subaru's three-row crossover, developed to serve larger families and customers requiring additional passenger and cargo capacity. It extends the brand's utility proposition beyond the Outback and Forester while retaining Subaru's all-wheel-drive and safety-oriented market positioning. In the U.S. portfolio it occupies the role of the largest mainstream Subaru vehicle.
Compact car · 1992
Impreza
The Impreza is Subaru's compact passenger-car line and an important entry point to the brand. Depending on generation and market configuration, it has been offered in sedan and hatchback forms. The nameplate provides a lower-cost alternative to Subaru's crossovers while carrying the company's emphasis on practicality, safety, and available all-wheel-drive capability.
Performance compact car · 1992
WRX
The WRX is Subaru's performance-oriented compact model, with roots in the company's rally program and the high-performance Impreza variants. It serves enthusiasts through turbocharged power, sport-tuned chassis features, and a distinctive performance identity. Subaru of America markets the WRX as a separate performance nameplate while retaining links to Subaru's motorsport heritage.
Sports coupe · 2012
BRZ
The BRZ is a lightweight, rear-wheel-drive sports coupe developed through Subaru's collaboration with Toyota. Its low center of gravity, naturally aspirated boxer engine in earlier generations, and balanced chassis distinguish it from Subaru's predominantly all-wheel-drive crossover range. Subaru of America presents the BRZ as an accessible driver's car and a complement to the utility-focused core portfolio.
Battery-electric crossover SUV · 2022
Solterra
The Solterra is Subaru's first battery-electric vehicle. Developed with Toyota, it is an electric crossover designed to carry Subaru's all-weather and outdoor-oriented brand attributes into the electric-vehicle market. In the United States, Subaru of America is responsible for its marketing, retail distribution, customer support, and integration into the dealer network.
Controversies
2021
Activists and residents criticize Subaru Park waste partnership
Chester residents and environmental activists criticized the Philadelphia Union–Subaru partnership, arguing that sending non-recyclable stadium waste to a local incinerator would burden the community. An activist accused the companies of greenwashing; Covanta defended the partnership and disputed the scope of community concern.
Marketing campaigns
- 2013Subaru Loves Pets
United States
Subaru of America developed a continuing animal-welfare platform around pet adoption, shelter support, and charitable partnerships. Retailers have participated in local adoption events and related community activities.
Outcome. The initiative strengthened Subaru's association with pets and animal welfare and became part of its broader community-marketing platform.
- 2008Share the Love
United States
Subaru's annual charitable campaign links eligible vehicle purchases and leases with customer-designated donations to participating national and local charities. The program has become a central part of Subaru of America's social-impact marketing and reinforces the brand's community-oriented positioning.
Outcome. The campaign became a recurring national program and a prominent component of Subaru's U.S. customer and community communications.
Brand decisions
2022
Launch of the Solterra battery-electric crossoverProduct launchBackground
Subaru needed to begin addressing vehicle electrification while maintaining its established emphasis on all-weather utility and crossover products.
Action taken
Subaru of America added the Solterra to its U.S. lineup as the company's first battery-electric vehicle, with the model developed through Subaru's collaboration with Toyota.
Aftermath
The Solterra gave Subaru a presence in the U.S. battery-electric crossover segment and established an initial platform for the brand's broader electrification strategy.
2008
Introduction of a recurring charitable purchase-linked campaignStrategyBackground
Subaru sought to differentiate its U.S. brand through community participation and values-based customer engagement rather than relying only on conventional vehicle advertising.
Action taken
The company launched Share the Love, allowing customers to select participating charities for donations associated with eligible vehicle purchases or leases.
Aftermath
Share the Love became a recurring U.S. marketing platform and a visible component of Subaru's community and social-impact positioning.
Recent events
Philadelphia Union and Subaru announce stadium waste partnership[8]
Reported:
The Philadelphia Union and Subaru of America announced a partnership to make Subaru Park the first zero-landfill stadium in Major League Soccer. The plan involves diverting stadium waste from landfills and sending non-recyclable trash to a Chester incinerator for energy recovery.
Activists and residents criticize Subaru Park waste partnership[8]
Reported:
Chester residents and environmental activists criticized the Philadelphia Union–Subaru partnership, arguing that sending non-recyclable stadium waste to a local incinerator would burden the community. An activist accused the companies of greenwashing; Covanta defended the partnership and disputed the scope of community concern.
Subaru of America campaign wins two Shorty Social Good Awards[9]
Reported:
Subaru of America's “Subaru Celebrates Pets by Establishing National Make a Dog's Day” campaign won awards for Best in Auto and Best in Community or Employee Engagement at the Shorty Social Good Awards.
Subaru of America announced sponsorship of Harvest 2020[10]
Reported:
Subaru of America announced that it would be the exclusive automotive sponsor of the Pennsylvania Horticultural Society's Harvest 2020 initiative, a program aimed at increasing food production and addressing food insecurity in the Philadelphia region.
Subaru announces updates for the 2021 Crosstrek[11]
Reported:
Subaru of America announced the 2021 Crosstrek, including a new Sport trim, an available 182-horsepower 2.5-liter engine, and updated features. The vehicle was planned to arrive at retailers later that summer.
Subaru announces sponsorship of iRacing rallycross series[12]
Reported:
Subaru of America announced a sponsorship with iRacing to field the Subaru iRX All-Star Invitational rallycross series, a six-round championship held entirely online and scheduled to begin April 10.
Subaru announces exclusive sponsorship of the 2020 Philadelphia Flower Show[13]
Reported:
Subaru of America announced that it will serve as the exclusive sponsor of the Philadelphia Flower Show, scheduled to run from February 29 to March 8, 2020.
Sources13 sources
- 1Subaru of America company profilesubaru.com
- 2Subaru of America media centermedia.subaru.com
- 3Subaru Share the Lovesubaru.com
- 4Subaru Loves Petssubaru.com
- 5Subaru Solterrasubaru.com
- 6Subaru reaches a U.S. sales milestonemedia.subaru.com
- 7Jeff Walters becomes president and chief executive officermedia.subaru.com
- 8Activists and residents criticize Subaru Park waste partnershipwhyy.org
- 9斯巴鲁美国公司的活动获两项Shorty Social Good奖prnewswire.com
- 10Subaru of America宣布赞助Harvest 2020项目3blmedia.com
- 11Subaru 宣布 2021 年款 Crosstrek 更新prnewswire.com
- 12斯巴鲁宣布赞助iRacing拉力越野赛系列prnewswire.com
- 13斯巴鲁宣布独家赞助2020年费城花展prnewswire.com
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