Subaru Canada Inc.’s new CEO Tomohiro Kubota is touring the country to meet with dealers as the company aims to bounce back from a poor sales year and ready its network of retailers for the electric-vehicle era.
Kubota, who took over the top post at the brand in December, told Automotive News Canada at the Canadian International AutoShow Feb. 16. that he is in the process of familiarizing himself with the Canadian market and will be “listening closely” to dealers in regional meetings running throughout March.
“Our long-term goal is to achieve five per cent market share,” equating to about 80,000 vehicles annually, Kubota said. The Subaru Solterra, a rebadged version of the Toyota bZ4X, has received positive feedback from customers and has been a “good start” for the brand, Kubota said. As with many other EVs, however, Canadian customers are facing a waitlist.Each of Subaru Canada’s 95 dealers have “opted in” to sell EVs, and about half have made their first electric sale, according to Julie Lychak, manager of public relations for Subaru Canada.
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