Subaru wants to sell merchandise in its new dealer cafes – cars are optional – Jalopnik

Automakers are businesses first and foremost, and making money is pretty high on their list of priorities. So it should be easy to understand why Subaru has chosen to capitalize even more on its lifestyle appeal by increasing the appeal and profit opportunities of its dealers. Thanks to a successful history in rallying, a range of off-road adventure models and equipment, and its pioneering all-wheel drive systems, Subaru has developed an image that goes hand in hand with the outdoors and exploration.

So when Subaru said it would redesign dealerships with decorative stones and trees and surround cars with a host of lifestyle accessories and apparel to reflect that image, it immediately made sense to us. Subaru is dubbing these destinations as ‘Subaru Connection Hubs’, which paints a picture of what the automaker wants to build. Whether or not they achieve that is another matter, but with cafes and other social spaces being integrated into the dealerships, it’s clear the brand is going all in on the bold idea.

Outdoor spaces, such as family play areas and dog parks, will also be part of the plan. However, it’s still unclear whether your local dealer will receive the refresh, as less than 15% of the more than 640 US dealers are said to have initially opted for the improvements. However, that doesn’t mean the idea isn’t popular. No doubt many dealership owners are simply wary of who should foot the bill: them or the corporate office. Oh, and don’t worry, you can still buy a car from your local dealer, but you may have to wade through a bit more decoration than you’re used to to actually place an order.

In recent years, Subaru has given us all-new Forester, Crosstrek, and Solterra models, and the automaker recently announced the 2026 Uncharted electric crossover. They all have the same adventurous spirit that the old Subaru models were so popular for, but they are now equipped with the latest technology and features you would expect from a new car.

However, the purchasing experience associated with these vehicles has not benefited from the same care and attention. In reality, according to Subaruthe brand’s retailer network has not had a thorough update in 18 years. The car manufacturer goes further stands“The new concept redefines the automotive retail experience, transforming dealerships into immersive, hospitality-focused spaces that strengthen customer relationships and community connections while Subaru love promise.”

While there will certainly be doubters, it’s actually quite easy to commend Subaru for this decision, especially at this particular time. The elimination of federal tax breaks on electric cars and the introduction of tariffs on imported cars will potentially thin profit margins on Subaru’s models, while asking prices have already risen to accommodate these changes.

So while selling cars may not get any easier, Subaru is at least thinking outside the box by opening inviting, inclusive cafes and offering enthusiast-oriented merchandise. Speaking of which, Subaru is also giving back to its owners with a quirky program that turns your car into a rolling life story – fingers crossed that this new owner-centric approach pays off for the brand.