Subaru

How Subaru CEO Atsushi Osaki will blunt ‘huge’ tariff impact in hunt for bigger U.S. share

A Japanese executive in a dark suit and dark ties poses for photos agains a white wall.
“When Mr. Trump becomes president and American investment becomes necessary, the speed of consideration about a BEV plant in the U.S. may increase a little,” Subaru CEO Atsushi Osaki said at a reporter roundtable in Tokyo on Dec. 18. (NAOTO OKAMURA/AUTOMOTIVE NEWS)
December 19, 2024 03:31 PM

TOKYO — Subaru, warning of a possibly “huge impact” from tariffs, is shoring up its defenses with options to ramp up U.S. production or even add electric vehicle assembly as it hunts a big increase in U.S. market share to 5 percent, from the roughly 4.2 percent it has today.

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