Subaru Introduces New Immersive Facility Design

Subaru 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.
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.
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, (www.changeupinc.com), 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.
Tim Stallings, V.P., Retailer Development, Subaru of America, said, “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.”