Subaru NZ wants EV sales to rise before committing to more plug-ins

After being coy about its electric vehicle prospects for most of the year, Subaru New Zealand finally confirmed its new-look EV line-up earlier this month; and it was something of a surprise. 

Unlike Australia, which gets three electric nameplates — the recently updated Solterra, the crossover coupe Uncharted, and the extended Trailseeker — New Zealand would only get the Trailseeker, with the other two models left off the ticket. And that tally grows to three models if you include the entry-level Trailseeker trim that we also won’t be getting.

The Solterra seems a particularly surprising move, given that it is a nameplate with existing local recognition, having been on the market here for a few years. 

The decision comes against a backdrop of significant electric vehicle popularity in New Zealand, with market momentum at its strongest since the Clean Car Discount was axed at the end of 2023. 

Speaking to media at the launch of the Trailseeker this week in Canberra, Australia, Subaru New Zealand head of brand marketing, Will Spiers, said that the brand is considering bringing the Solterra and Uncharted to New Zealand. But, it wants to get a better grasp on local EV demand before it makes the call. 

He noted that the brand’s position on expanding its EV line-up will depend on “local sales, and how the industry moves over the next coming period”, as well as what the landscape looks like once the world’s conflicts “settle down”.

“We’re always keeping an eye on what opportunities there are from a model point of view and also what’s happening within the market from an EV market perspective in New Zealand,” said Spiers.

“Hopefully in the future there will be an opportunity. But, we just need to see what happens. [...] There was a deliberate decision to go down the path of the Trailseeker. It’s the hero of the EV range that’s available at the moment.” 

Year-to-date, the EV segment’s market share in New Zealand has more than doubled — rising from 5.5% and 2842 units to 11.3% and 6556 units. 

In its May registration data press release, Motor Industry Association chief executive Aimee Wiley described the market shift towards EVs and PHEVs as “more than a one-month movement”. 

Another detail that sees Subaru New Zealand break away slightly from its Australian counterpart is the make-up of the Trailseeker range. Whilst Australia gets two trim levels, New Zealand only gets the flagship Touring grade. 

The biggest differentiator between the two specs is range. Running on smaller 18-inch wheels and carrying less weight, the entry-level grade packs a much higher range of 533km on the WLTP cycle, compared to the Touring’s 488km. Toyota's version of the Trailseeker, the bZ4X Touring, is also being sold in New Zealand in a single flagship spec.

Spiers said that the brand has no plans to bring the lower grade into the country at this stage, but “never say never”. 

Whilst the Trailseeker has officially landed in Australia, with deliveries commencing this month, the model isn't set to go on sale in New Zealand until September. Pricing is expected to be revealed by the end of July but is expected to be similar to the $71,990 bZ4X Touring.

Built on shared e-Subaru Global architecture, the Trailseeker features a 74.7kWh battery pack and a dual-motor layout comprising two motors making 167kW each and 288kW combined. It’s Subaru’s quickest ever production vehicle, with a claimed 0–100kph acceleration time of 4.4 seconds.