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Subaru Doubles Down on Its Effort to Revive Its Performance Aspirations

STI is about to get an internal boost within the mothership.

2025 Subaru Performance-E STI Concept - Tokyo (13)Subaru
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By Chris Chin

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Subaru is apparently taking its new performance ambitions really seriously. Recent reports indicate the Japanese automaker has just established a new specific division within its engineering department, solely dedicated to developing its new range of performance vehicles.

According to Japan’s local automotive outlet, BestCar, Subaru created a department called “Product Innovation Headquarters.” More importantly, within that department is a subdivision specifically called “Sports Vehicle Planning Office.”

Now, we at the Motoring desk may only sometimes claim to be pros at this car testing thing. If you ask us, though, that sounds like the proper foundation for some truly fun stuff.

Starting with a fresh slate

Two Subaru BRZ STI sports cars, one blue with a large rear wing and one white, driving on a racetrack.
Subaru Technica International, or STI, is about to get some bigtime internal support from the mothership.
Subaru Technica International

According to the report, Subaru created the Sports Vehicle Planning Office to mark a new beginning for the brand. Over the past several months, the Fuji Heavy Industries-owned automaker has openly proven its desire to make fun cars again.

It all started with the debut of the STI Performance-B and Performance-E Concepts at the 2025 Japan Mobility Show. Since then, executives have candidly admitted that the company wants to produce more sports cars and revive some of its performance heritage.

Blue Subaru hatchback with black roof, hood scoop, wide fenders, and large rear spoiler in a studio.
With the establishment of the Sports Vehicle Planning Office, Subaru is dead serious about revamping its performance ambitions.
Subaru

The information not only included the “return” of STI as Subaru’s sporty range of vehicles but also reportedly the brand’s efforts to put the STI Performance-B Concept into production. It supposedly won’t just be a JDM-market-only limited-edition special.

Now, the new Sports Vehicle Planning Office will be wholly responsible for ideating and developing new sports cars. Part of the process included establishing a new department so its engineers and designers could start afresh.

Blue Subaru Performance-E STI concept car with gold-accented wheels and rear spoiler in a studio.
Subaru’s executives say the new department will help the company start afresh with its sports cars.
Subaru

“We decided to stop doing things the old way,” Subaru’s Chief Technical Officer, Tetsuro Fujinuki told BestCar. “Because it’s boring.”

Furthermore, previous regulations in various markets, including the US, made making high-performance vehicles (specifically gas-powered ones) very difficult and expensive. But because of regulatory rollbacks, Subaru saw an opportunity to revive its performance cred and open the floodgates.

What does this mean for STI?

Blue Subaru WRX STI sedan drifting on a racetrack with smoke coming from the rear tires.
Don’t worry, STI is apparently not going anywhere.
Subaru

As for the big question of how this new division could impact Subaru’s performance brand, STI, or Subaru Technica International? Neither Fujinuki nor Subaru has specified.

But from what it sounds like, STI isn’t going anywhere. Rather, the Sports Vehicle Planning Office will likely exist internally to further support STI and its performance initiatives while the outfit continues operating as usual.

Should all go as planned, this means you can likely expect an influx of sportier, STI-treated Subarus in the near future.

About the Author: Chris Chin is an associate editor at Gear Patrol, covering cars, trucks and anything else with four wheels. He has over a decade of experience writing news and reviews but considers himself an enthusiast first, with a passion for classics and European cars. His daily driver is a 1987 Mercedes-Benz 560SEL with nearly 250,000 miles (87,000 are his).

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