A CULT favourite among petrolheads is gearing up to launch seven new models by 2028 – including a performance-focused EV inspired by its legendary sports saloon.
Japanese carmaker Subaru is aiming to “reignite old passions” that once made it one of the most sought-after car brands in the world during the 1990s and 2000s.
According to Auto Express, part of their plan is to launch a "halo model" designed to stir up some of the old nostalgia and enthusiasm reminiscent of Subaru's iconic performance cars – especially the Impreza.
The former model, which was available as a saloon, estate, coupe and, later, a hatchback, is loved by many for its rallying history.
With the likes of Colin McRae and Richard Burns at the wheel, Subaru were the kings of the World Rally Championship between 1995 and 2003 – cementing the blue-and-gold Impreza WRX STI as an icon.
It meant the brand's high-performance Impreza model – which was later renamed the WRX STI – became a big hit and remained in production in various forms until 2021, before Subaru officially discontinued it in Europe, the UK, and North America.
Nowadays, the Japanese carmaker is best known today for its practical SUVs and estates like the Crosstrek, Forester and Outback, although it still holds legendary status among petrolheads.
Indeed, the brand has faced pressure from enthusiasts in recent years to return to performance-focused motors – a market it largely abandoned.
That’s where electrification comes in, as the electric age seemingly gives Subaru an opportunity to bring back dynamic, high-performance vehicles – even though insiders acknowledge that EVs face challenges in recreating the emotional appeal of cars like the Impreza, particularly due to the lack of engine noise.
David Dello Stritto, Subaru’s general manager for Europe, said: “EVs are coming and they’re making things that we’ve been dreaming of possible again, so we’re seeing almost a rebirth of that sort of blue car with the yellow paint on it. It’s becoming possible again.
“This is very exciting, they’re not the biggest group of Subaru buyers in Europe, but they’re very vocal and keep pushing us.
He added. “Now we’ve got electric powertrains allowing us to do that, maybe at some point in the future we could start playing with that.”
And a Subaru insider said: “There’s a recognition that Subaru has been out of the game for a long time and it would be good to get back into it, although it’s a bit early to say how that would look.
“It’s about a product that reignites old passion, which is more difficult [with an EV] because a lot of the love for the Impreza was the noise.
“If you don't concentrate on range too much, you can get good performance, but the fun factor is more difficult.”
Subaru is currently collaborating with fellow Japanese marque Toyota for most of its upcoming EVs, but the halo car is expected to be developed independently to ensure it keeps Subaru's distinctive identity.
The brand is working to make its EVs feel unique – even pointing to differences between its Solterra SUV and Toyota's similar bZ4X as proof of efforts to maintain individuality.
New models, such as the wonderfully-rugged e-Outback and Uncharted SUV are set to arrive in the UK in the coming years, while the brand has even hinted at the revival of the Justy hatchback.
In the meantime, Subaru plans to continue offering petrol models as long as there is demand – particularly in markets like the US, where petrol cars dominate sales and Subaru are wildly popular.
This strategy will remain in place until legislation forces their hand, such as the UK's 2035 ban on new petrol and diesel cars.
Back in June, Subaru got fans very excited as it hinted at the return of the Impreza with a brief design sketch shown to an audience sparked speculation that the WRX STI – or perhaps some kind of spiritual successor – could be returning.
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