Subaru is aiming to increase its share of the U.S. auto market to 5%, up from 3.9% at the end of 2025, by expanding its lineup and increasing production flexibility. The company is also targeting global sales of more than 1.2 million vehicles annually by the early 2030s.
Subaru Plans More Models and Higher Global Sales
Subaru wants to broaden its lineup to reach more buyers across the United States. The company is targeting annual worldwide sales of more than 1.2 million vehicles by the early 2030s, compared with 896,000 vehicles sold during the fiscal year that ended in March 2026.
Expanding the model range is a central part of the plan, alongside changes to how vehicles are produced.
Flexible Production Supports U.S. Demand
Subaru’s Yajima plant in Japan began producing battery-electric vehicles in early 2026. The same production line can also build Toyota electric vehicles alongside gasoline-powered Foresters.
Starting in fall 2026, the plant is scheduled to produce Subaru Forester SUVs for the U.S. market, supplementing output from the company’s Indiana factory. The added capacity is intended to help Subaru respond to demand increases and changing market conditions.
Cost-Cutting Plan Aims to Reduce Expenses
Subaru’s Cost Innovation 20-30 plan aims to reduce annual expenses by about ¥200 billion ($1.26 billion) by 2030.
The savings are expected to help the company manage rising costs and U.S. tariffs.
Pricing and Lineup Changes Aim to Attract New Buyers
To reach its 5% U.S. market-share goal, Subaru will need to appeal beyond its existing customer base. The company has been adjusting its pricing, including reintroducing base models for the 2027 model year to lower the entry price.
Expanding into additional segments and offering vehicles that appeal to a broader range of drivers are also part of Subaru’s effort to grow in the U.S.
Subaru’s strategy combines a wider lineup, more flexible manufacturing and lower costs as it works toward its market-share and global sales targets.
