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Subaru Says They Now Have A New CEO - There Will Be Sweeping Changes Ahead

In a new press release today, Subaru Corporation says they have a new President and CEO. Here are the details and how the significant changes will affect customers.

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The current President and CEO of Subaru Corporation, Tomomi Nakamura, is stepping down and making way for a new Boss of the Japanese automaker. Subaru Corporation announced today they would make the change in June 2023. As a result, there will be sweeping changes coming soon.

Subaru's new President and CEO will be Atsushi Osaki, who currently holds the position of Director and Executive Vice President and Chief General Manager of the Manufacturing Division.

Subaru President and CEO Atsushi Osaki

There's a new sheriff in town.

In the announcement, Subaru says the board of directors decided to replace Tomomi Nakamura because this year concludes the 5-year implementation period of Subaru's mid-term management vision "STEP," formulated in 2018. And because of the current automotive climate, it's time for significant changes for the Japanese automaker.

Subaru says the board's decision was made to shift to a new management structure to accelerate the Company's efforts to address the automotive industry's profound transformation. As they advance, Subaru Corporation "will formulate a new management vision and will strive to achieve it under its new management team," says Subaru.

Subaru President and CEO Atsushi Osaki

What will the change mean for Subaru customers?

Automotive News reports that speaking at a Friday press conference Osaki said, “We at Subaru want to survive the age of electrification by being nimble. We will put various systems in place while focusing on flexibility and expansion.” The U.S., which constitutes Subaru’s biggest market by far, still holds lots of potential, he said. “I believe we can still grow our sales in the U.S.,” the new CEO said.

We assume more support was needed within the current management structure regarding how fast the automaker should move to an all-electric model lineup. However, due to the new Subaru Corporation, President and CEO Atsushi Osaki will likely accelerate the plan to move Subaru to new eco-performance all-wheel-drive models.

The accelerated plan will include moving the current lineup of its top-selling Crosstrek subcompact SUV, Outback midsize SUV, and Forester compact SUV models to hybrid and all-electric powertrains sooner than was previously planned. In addition, more all-new battery-electric vehicles (BEV) models will also be produced in the next five years than previously announced.

Subaru customers may also see an accelerated plan with its performance division STI (Subaru Tecnica International) and bring a new hybrid or all-electric Subaru WRX STI sooner than expected.

It's good news for Subaru customers as the Japanese automaker looks to accelerate plans to offer new eco-performance models with the brand's core values of fun-to-drive, outdoor-themed, performance-oriented all-wheel-drive vehicles. There is a new sheriff in town. Stay tuned.

You Might Also Like: If New Model Sales Are Any Indication, It Could Be A Huge Year For Subaru

Subaru salesDenis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.

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Photo credit: Subaru

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Teresa Duke (not verified)    March 4, 2023 - 10:41AM

Own a 2018 Forester turbo. Loved forester due to large window views which works great for my short height. However, I will not buy another Subaru unless the Turbo and gasoline option are available

Mark Sunthimer (not verified)    March 4, 2023 - 11:43AM

I guess everyone is jumping on the woke band wagon. You so called intellectual's are not very smart, or you don't have common sense. Our power grids cannot sustain all electric cars. Use your God given brains. I own a Subaru but it's not electric. I will never own an electric car. I'd rather walk than go woke.

Dave (not verified)    March 6, 2023 - 4:38PM

In reply to by Mark Sunthimer (not verified)

Since the U.S. is their biggest market, they don't have much choice but to the phase out internal combustion engines. Do you think they should just wait until 2035 to release an electric vehicle and get left behind?

Nick (not verified)    March 5, 2023 - 1:59AM

BAD IDEA'S....I have a 22' Outback Wilderness and can tell you 1 if the main reason I bought this car is it has the WRX turbo GAS POWERED motor!! I will NEVER EVER BUY an EV vehicle as they can't barely support our electric grid where I live now with black and brown outs! NO way in hell I'm depending on a damn battery powered vehicle that TOYOTA builds for Subaru with ALL kinds of issue's including hub@/lug bolts Shearing off! NO THANKS

Philip Tillery (not verified)    March 5, 2023 - 3:36AM

A few lucky auto makers have engines / suspensions / drivetrains that really matter to their core customers. Think Porsche, BMW, and Subaru. As such, this lucky club can delay conversion to EV and continue to offer meaningful cars that people will buy. Why commit to an EV platform now? Current batteries weigh too much, resulting in the need for big muscular suspensions and brakes, and expensive short-lived tires. Why design a platform for that? Victory in this race will be won by those with patience.

E Smith (not verified)    March 5, 2023 - 11:16AM

Electric is the way of the future. Big oil has been scamming for generations. They knew they were killing the planet but put $ over people. We have had 3 subarus and loved them all, but switched to electric. Wanted to wait for the Solterra but it's been one problem after another and you just can't get them. My dream is an electric Outback. Several friends feel the same way. You can't love the outdoors and love what outdated gas engines are doing to it. Hope Subaru can make this transition.

Steve Stevenson (not verified)    March 5, 2023 - 10:13PM

Subaru dropped the ball when they killed the sti and redesigned the wrx. Fail, fail. Going all electric which will not work any decade soon is another horrible failure even to consider. 3 strikes and youre out.

Dave (not verified)    March 6, 2023 - 4:24PM

Hopefully they will discontinue using Jatco CVTs! I really like Subarus, but won't buy one with that piece of crap in it.

Kim (not verified)    March 8, 2023 - 8:24PM

I own a WRX and can’t imagine an all electric one having the same power! Also, I’m not one to sit for 20 minutes charging my car or not being able to FIND a charging station in my rural town. Give me the Boxer turbo any day and leave the electric nonsense to Toyota!

Tos (not verified)    March 11, 2023 - 8:58PM

Took home my 2023 Outback Touring XT today. All I want is a plug-in hybrid that provides linear acceleration, improved performance and better MPG. Subaru can make an EV Outback if they want, but I won't buy it. I'm looking forward to the first mainstream automaker that goes all EV so I can watch as their sales plummet.