Subaru of America Inc. 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, company officials stated in a press release.
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, noted the release.
Subaru Connection Hub Designed in Partnership With ChangeUp
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. Subaru says 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, 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.”
Key features of the Subaru Connection Hub include:
- Promenade and Entry: A grand, park-like pavilion with columns echoing the Pleiades stars of the Subaru logo.
- 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 a 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.
- Customization Zone: A 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, said, “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 says it 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.