Subaru 2020 strategy focuses on improved vehicle quality, new SUVs

FHI’s ‘Prominence 2020’ mission statement includes its vision for Subaru as “not big in size, but a high-quality company with distinctive strengths”. To achieve this goal, the Japanese company plans to focus on “enhancing the Subaru brand” and “building a strong business structure”.

FHI plans to bolster the Subaru product line-up with a focus on SUVs, and will “continuously launch new products” over the remaining six years of the mid-term strategy.

Targeting annual global sales of 1.1 million, up from around 800,000 last year, Subaru names North America its top-priority region, with Japan and China identified as “second-pillar” markets.

Investment in research and development will increase 159 per cent to 250 billion yen ($2.6 billion) over the next three years.

It highlights its desire to build cars with a “performance feel”, market-leading safety for passengers and pedestrians, and top-level environmental performance for vehicles equipped with internal combustion engines and hybrid and electric systems.

It will also develop a distinctive look for its vehicle range based on its new ‘Dynamic and Solid’ design philosophy.

Improving corporate communication and dealer service will also be focuses going forward as Subaru aims to further establish itself as a brand customers can trust.

It will also set out company-wide efforts to achieve a 20 per cent increase in total productivity by 2020.