Subaru is stepping up its retail game with the introduction of an entirely new design and layout for its dealerships.
The details: The company recently unveiled the Subaru Connection Hub, the automaker's first full redesign of its national retailer network since 2007, which is aimed at enhancing the customer experience and strengthening ties to the community.
The Connection Hub, which moves away from traditional dealership perceptions, will feature bold product displays, interactive personalization tools, and welcoming social spaces, said Subaru.
Developed with design partner ChangeUp and input from Subaru retailers, the Connection Hub fuses advanced technology with nature-inspired design to celebrate Subaru's heritage.
“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," said Tim Stallings, Vice President of Retailer Development for Subaru of America.
Tim Stallings
Why it matters: By shifting from a more traditional, transactional “sales floor” toward an experiential community hub, Subaru is aligning its physical spaces with how today’s consumers want to shop: immersive, personalized, and socially connected (particularly younger buyers).
OUTSMART THE CAR MARKET IN 5 MINUTES A WEEK
No-BS insights, built for car dealers. Free, fast, and trusted by 55,000+ car dealers.
Zooming in: Key features of the Connection Hub include a mix of façade and experiential enhancements.
Exterior elements include a grand, park-like welcoming pavilion with columns echoing the Pleiades stars of the Subaru logo and a modern glass storefront anchored by the iconic “Big Blue” statement wall.
The new retail layout also includes a café-style gathering spot, immersive vehicle displays with interactive narratives, a customization area where customers can tailor vehicles, and green spaces.
"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,” said 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."
Jamie Cornelius
Looking ahead: Subaru joins Ford in reimagining the dealership experience. Ford's new Signature 2.0 concept similarly eliminates traditional barriers for digital-first, customer-led journeys. The challenge for dealers is timing these facility investments strategically, balancing the upfront capital requirements against evolving consumer expectations and the potential to capture higher-margin customers who value the enhanced experience.
A quick word from our partner
Reclaim Wrench Time with Pencilwrench.
You don’t hire technicians to be writers. Yet their pay — and your reimbursement — depend on clear, accurate, OEM-specific repair stories. Pencilwrench by StoneEagle makes it simple:
Guided, point-and-click workflows
OEM-specific cause-and-correction phrasing
Warranty and “Problem Not Found” claims supported
Recall documentation that stands up to review
Save time, prevent denials, and keep revenue flowing.
