Renewed EV Focus Subaru, Automaker Appoints New CEO And US Chief

March 16th, 2023 by

New leadership has taken form in Subaru as they change CEO and US Chief as they take steps to survive the age of electrification.


Changes happening in Subaru

Subaru is a well-known brand with a loyal customer base; the company has announced a comprehensive restructuring of top management. With the move to electric vehicles, Subaru faces new challenges that it would have to overcome without unlimited funds. They will focus on using its small size as a competitive advantage to survive the electrified age. Atsushi Osaki takes the steering wheel from the company’s current CEO, Tomomi Nakamura. The current United States chief executive Tom Doll will also be stepping down so that Jeff Walters can take his place as CEO of Subaru of America.


These changes mark Subaru’s renewed focus on electric vehicle development and its most successful market, the United States. The brand best known for its Impreza, Crosstrek, and Forester models faces an uphill battle in electrification but aims to compete with zero-emission, race-unlocked automakers. As such, flexibility and scalability will be key focuses. 

“We at Subaru want to survive the age of electrification by being nimble,” new CEO Osaki said during a press conference, quoted by Automotive News. “We will put various systems in place while focusing on flexibility and expansion,” he added.


Subaru sees potential in Australia, Canada, and other parts of Asia but needs help to meet demand due to chip shortages. Osaki said the growth of electric vehicles is unpredictable. He noted that flexibility and rapid response to market changes are essential to meet these challenges. Subaru has produced only one all-electric model as of March 2023, the Solterra, which has less than stellar sales. To say Subaru needs some more help with electrification would be an underplaying. Solterra is co-developed with Toyota, which sells the same car as the bZ4X.

Subaru’s small size can be an advantage in the age of electrification, allowing them to quickly adapt to changing market conditions. Their loyal customer base could also help it succeed in the electric vehicle market. The company is renowned for making reliable and durable vehicles well-suited for outdoor activities.


Former Subaru CEO Tomomi Nakamura is known to be an electric vehicle doubter. They often would question if electric vehicles were actually in demand. The company has noticed the growing interest in electric vehicles worldwide and announced that it would set up a dedicated electric vehicle assembly plant in Japan, which will go into operation around 2027. Last month, the Japanese company announced that it will add several electric vehicles to its electrified offerings in the United States by 2025.


Subaru’s new global CEO, Atsushi Osaki, will join the new board in June, subject to the company’s annual shareholders’ meeting approval. As part of a major management overhaul, CEO Tomomi Nakamura was appointed chairman. Current Subaru of America CEO Tom Dole stepped down in April, returning to the company’s U.S. headquarters in Camden, New Jersey. Act as a management consultant.


Changing with the times here at Kenny Ross Subaru!

With the times changing, Kenny Ross Subaru is evolving. They are still rocking with the Impreza, Crosstrek, and Forester, yet they are also ready to welcome in the Solterra as Subaru gets ready to expand in the electric vehicle world. Come witness this shift in person as you visit the dealership.

Posted in Automotive, Subaru