April 18, 2025 – During an interview with Auto Express at the New York Auto Show, David Dello Stritto, the European brand manager for Subaru, emphasized the brand’s core values in Europe, encapsulated by the acronym SFT: Safe, Fun, and Tough. “These three letters define what Subaru stands for in Europe today,” Stritto noted, highlighting how these attributes have fostered enduring loyalty among European consumers who often keep their vehicles for extended periods.
However, Stritto pointed out a missing element in Subaru’s European sales strategy over the past decade: the letter ‘P,’ which stands for Power and Performance. “When you ask the average person what they associate with Subaru, the Impreza or STI models often come to mind,” he explained. “These models have become synonymous with the brand, and we need to reintroduce that sporty DNA into our lineup.”
Stritto also acknowledged that future performance models would not feature Subaru’s iconic boxer engines due to European regulations mandating gasoline particulate filters, which he described as “choking the engines.”
Subaru has previously hinted at launching high-performance electric vehicles, including the Solterra STI concept and the STI E-RA, a track-focused electric car unveiled at the 2022 Tokyo Auto Salon.
While it remains uncertain whether future high-performance electric models will retain the STI name, Subaru registered the “STe” trademark in Germany in 2023, suggesting the brand might adopt a new identity for the electric era.
Despite these changes, Stritto remains optimistic about preserving Subaru’s sporty heritage. “The spirit of STI will endure,” he asserted. “Even if we change the last letter, I don’t think it will significantly impact the brand’s essence.”
