Subaru of America 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 while embodying what it calls the Subaru Love Promise, its commitment to showing love and respect in every interaction.
Drawing inspiration from parks, pavilions and great plazas, the new Subaru Connection Hub concept reimagines the automotive retail experience, transforming dealerships into immersive, hospitality-driven spaces that strengthen customer relationships and community connections. The exterior architectural language to create a new expression that welcomes everyone into the showroom.
“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,” said Tim Stallings, vice president-retailer development, Subaru of America. “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.”
The new design encourages guests to engage with the brand, explore products and outreach efforts and connect with fellow enthusiasts. Inside, the 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.
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. Key features of the Subaru Connection Hub include a welcoming, grand, park-like pavilion with columns echoing the Pleiades stars of the Subaru logo; a modern glass storefront that blends local topographic features with the brand’s statement wall; the café-style Constellation Lounge; lifestyle vignettes showcasing the vehicles, a digital table where guests can tailor vehicles, discover accessories and navigate interactive service options; and outdoor green spaces for community events, play areas and dog parks.
“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,” Jamie Cornelius, executive creative director, ChangeUp. “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 collaborated with its retailer development team, retailer design committees, and internal stakeholders. Customers will begin to see the Subaru Connection Hub at participating retailers in 2026.
