Customers
Our Approach
The SUBARU Group strives to put the customer first in all business activities. SUBARU aims to be a brand that customers continue to choose by providing the value of “Enjoyment and Peace of Mind,” and uses customer feedback to improve and develop products and services.
We also cooperate with dealerships around the world on human resource development and operational support, establishing a system that enables them to provide high-quality service regardless of region or country.
By staying close to customers and deepening trust, SUBARU aims to go beyond simply providing products and services and deliver value throughout the entire life cycle, fostering lasting relationships in which customers continue to choose SUBARU.
Management System
To connect customer feedback to improvements in products and services and continue providing value throughout customers’ vehicle ownership, SUBARU integrated its key customer-related divisions—the Customer Service Division, Quality Assurance Division, and Parts & Accessories Division—and established the Customer First Innovation Division. Going forward, SUBARU will continue working to quickly reflect customer feedback in quality, parts, and services and enhance the value of the customer experience throughout vehicle ownership.
Identified Risks
Providing a high level of service that meets the needs of our customers is an important initiative that has a direct impact on corporate credibility and customer satisfaction. Failure to meet customers’ expectations may result in the loss of customers for SUBARU. Based on its customer-first principle, SUBARU is implementing various initiatives to appropriately address these risks.
Initiatives
Opinions, requests, and comments received from customers in Japan and the U.S., SUBARU’s largest market, are fed back by local dealerships to the relevant departments and used to improve and develop products and services. In order to be close to our customers and address their inquiries and difficulties, the SUBARU Group is enhancing the methods for communication with our customers, such as call centers and websites. Specifically, SUBARU works with dealerships worldwide to promote initiatives that incorporate customer feedback into products and services, while also providing human resource training and supporting operations for dealerships.
In addition, SUBARU equips every vehicle with an instruction manual so that all customers can use our vehicles safely and with peace of mind. We are working to ensure that our products’ safety features and operating procedures are easy to understand, including clearer explanations and multilingual support. Furthermore, we are going digital in order to improve customer convenience and reduce environmental impact, including by posting vehicle manuals on our website.
SUBARU Customer Support
To realize the customer-first principle at the core of its business activities, SUBARU addresses customer feedback primarily through the Customer First Innovation Division. SUBARU has also established the SUBARU Customer Center to respond to customer inquiries. This center receives various inquiries, analyzes and reviews the information, disseminates it internally, and uses it to improve products and services.
Flow for Using Customer Feedback to Improve Product, Sales, and Service Quality
Ways to Contact the SUBARU Customer Center
Customers can contact the SUBARU Customer Center in two ways: by phone or online.
[Inquiries by Phone]
[Online Inquiries]
In light of the recent increase in online inquiries, we are working to further improve convenience by regularly updating the provided Q&A and chatbot based on search status and data from inquiries received by our Customer Center.
We will expand our contact points with customers through various inquiry channels as well as our information provision in support of customers resolving their own issues, utilizing these to improve customer satisfaction, develop new products, and provide services.
Inquiries and FAQ (Japanese version only)
SUBARU Customer Center Call Intake Rate*1 and Inquiry Details
In FYE March 2026, the call intake rate was 96.0%, exceeding the 90% target generally found at call centers.
Questions or inquiries (60.9%) and comments (18.2%) account for the majority of inquiries. The SUBARU Customer Center analyzes and closely reviews their content.
- *1
- The call intake rate is the ratio of the number of calls received by operators to the number of inquiry calls from customers.
Breakdown of Inquiries
External Evaluation of the SUBARU Customer Center
The SUBARU Customer Center earned the highest three-star rating in both the Inquiry Desk and Web Support categories of HDI-Japan’s*2 2025 HDI Benchmark*3. This marked the second consecutive award in the Inquiry Desk category and the first in the Web Support category.
In the Inquiry Desk category, SUBARU was recognized for its consistently courteous and sincere approach to customers as well as cooperative and attentive support, which fosters trust and reassurance. In the Web Support category, it was recognized for offering customer-oriented support by providing comprehensive information ranging from basic guidance to more specialized content.
- *2
- The Japan-based subsidiary of HDI, established in 2001
- *3
- HDI’s rating benchmark is a system focused on evaluating the quality of a company’s customer support and call centers from the customer’s perspective. Evaluations are based on HDI’s international standards. HDI-Japan is the local Japanese subsidiary that operates this mechanism.
Customer Support at Subaru of America, Inc.
Subaru of America, Inc.’s Customer Advocacy Department (CAD) works to help customers enjoy a more fulfilling automotive lifestyle through their connections with SUBARU vehicles, dealerships, and communities.
At CAD, three specialized teams (Training, Communications, and Strategy) work together to value every customer touchpoint and foster trust in and affinity for SUBARU throughout the vehicle ownership experience, with the aim of cultivating fans who continue to choose SUBARU.
Inquiry Form
Initiatives to Enhance Service Quality in Collaboration with Dealerships
SUBARU works with dealerships worldwide to provide uniformly high-level service that meets customer needs through initiatives such as human resource training, customer satisfaction surveys, and support for improvement activities at dealerships.
Human Resource Training at Dealerships
In order to be a brand that responds flexibly to diversifying customer needs and social changes, and yet remains close to the lives of its customers, SUBARU is working to improve the skills of its dealership staff.
SUBARU has established the SUBARU Academy, a facility for training human resources at our dealerships in Japan and overseas. For dealerships in Japan, the Academy provides education for all staff members, including those in the sales and service departments. For overseas companies, it provides education for service staff members, meeting specific regional needs. In addition, the Academy supports the human resource training of dealership staff through a systematic approach that includes support for self-study through e-learning, and by certifying skills through a certification system.
[Collective Training/Online Training]
For dealership staff, we offer collective training, online training, and hybrid training that combines elements of both, with each training program optimized for its specific purpose. In addition, our training programs are designed to allow participants to learn the training content in depth by setting multiple training dates and providing periods of practical application between training sessions. We also combine prior learning through e-learning to maximize learning efficiency and effectiveness.
Training Participants
[Use of a Learning Management System*1]
SUBARU has been using a learning management system since FYE March 2023. About 9,400 staff members from 22 SUBARU dealerships in Japan are registered for approximately 1,700 units of e-learning content as of April 2026.
- *1
- A learning management system is a system for the integrated management of learning material delivery, course history, performance, and other information necessary for implementing e-learning
[STARS Sales Professional Certification Program]
As proof of our staff’s capabilities to support customers and deliver “Enjoyment and Peace of Mind,” SUBARU has established STARS*2, a sales professional certification program.
STARS comprises Sales STARS, which certifies knowledge, skills, and interpersonal skills based on performance in areas such as sales, and Service STARS, which certifies service operation knowledge, customer service capabilities, technical capabilities, and other skills. This helps SUBARU to enhance its ability to serve customers through both sales and service. For service operations, we also provide skill certification for specialized work such as front counter service, mechanics, automotive sheet metal, and parts. The highest levels of Sales STARS and Service STARS represent the pinnacle for sales and service staff. Those certified have demonstrated exceptionally high levels of skill, leadership, and achievement through examinations including knowledge tests and interviews.
- *2
- SUBARU Staff’s Training and Rating System, which helps salespersons develop themselves through repeated Off-JT (study), OJT (practice), and qualification tests (challenge)
Certification Status
[Human Resource Development for Service Staff Overseas]
The SUBARU Group offers various training programs for service staff with the aim of improving service quality. In addition to hands-on training conducted by SUBARU employees, online training is also provided to increase opportunities to participate. Moreover, SUBARU assigns external trainers certified by us to countries with annual sales of at least 1,000 SUBARU cars with the aim of further enhancing service.
Training Programs
Status of Training Programs for Trainers
[Support for Human Resource Development through Secondment to SUBARU]
At SUBARU, we have established the SUBARU Service Career Development Course. In this program, SUBARU brings in staff from dealerships, developing them into human resources with a broader perspective through work experience at SUBARU and absorbing SUBARU’s approaches. Conversely, SUBARU collects field know-how from staff seconded from dealerships and utilizes it to improve various service operations in order to meet customer expectations.
Customer Satisfaction Survey
Seeking to offer ever better service at our sales outlets, SUBARU conducts the SUBARU Customer Questionnaire directed at customers who bought a SUBARU vehicle at our dealerships. In order to take the customers’ comments and requests learned from the survey results seriously, we have established a system in which our dealerships share those comments and requests so that they can respond to customer expectations, leading to improvements.
Customer Satisfaction Survey Process
Number of Valid Responses
(FYE March)
| Unit | 2022 | 2023 | 2024 | 2025 | 2026 | |
|---|---|---|---|---|---|---|
| Number of Responses | Cases | 59,391 | 63,158 | 63,231 | 80,251 | 79,045 |
[Evaluation of Achievements in FYE March 2026]
Evaluations are provided by customers who purchased new or used vehicles from our dealerships. We have received responses from approximately 80% of our customers that they are satisfied with the service they receive at our dealerships, but SUBARU and SUBARU dealerships take the views of our customers seriously and will work together on activities aimed at achieving further improvements.
Activities to Improve Service Quality at Dealerships
SUBARU and its dealerships are working in unison to improve after-sales service so that customers can continue to use their vehicles with peace of mind even after purchase.
Specifically, we are promoting the introduction of an IT-based malfunction diagnostic system, initiatives to improve service quality at dealerships outside Japan, and initiatives to respond quickly to recalls.
[Development and Introduction of a Malfunction Diagnostic System]
With the computerization, intelligence, and implementation of telematics*3 in vehicles, malfunction diagnostic systems are becoming increasingly important each year.
In addition, proper repairs with proper diagnostics not only ensure customer safety and peace of mind, but also reduce the workload of mechanics and energy consumption.
- *3
- Telematics refers to a system that uses communication technology to provide real-time information on vehicle location, driving conditions, and driving data
[Initiatives to Enhance Service Quality at Overseas Dealerships]
Providing a high and uniform level of service in every country worldwide is important for maintaining confidence in the SUBARU brand.
To improve service quality at dealerships in each country, SUBARU has established its own service quality standards and works with local dealerships to maintain and improve service quality through a system that monitors local conditions.
[Rapid Response to Vehicles Subject to Recall]
When a decision is made to implement a recall, we engage as the entire SUBARU Group. We have a system in place to ensure smoothness across the entire recall process, including notification to authorities, contacting customers, and repair.
In addition, we work closely with dealerships in each country to ensure that repairs are completed quickly and reliably by supplying repair parts in a timely manner.
Popularizing Welfare Vehicles
SUBARU aspires toward sharing the happiness and freedom of living through cars for everybody. As such, SUBARU is working to popularize welfare vehicles so that people with physical handicaps and the elderly can travel by car in comfort and with peace of mind.
SUBARU started selling welfare vehicles in 1980, now well known as the “TRANSCARE series,” including the Chiffon and Samber Dias minicars. Going forward, we will continue to take actions so that we can provide “Enjoyment and Peace of Mind” to more of our customers.
TRANSCARE Welfare Vehicles (Japanese version only)
Customer Support in the Aerospace Business
In the Aerospace Business, even after delivering aircraft to government agencies and others, we work closely with customers to resolve issues quickly and help maintain continuous aircraft operation.
As part of these efforts, we address defects, perform on-site repairs, provide parts supply support and technical advice, and help resolve operational and maintenance issues. Maintenance, inspection, and technical staff involved in manufacturing also visit operational sites and other locations. They exchange information on use and maintenance, develop a better understanding of the operations, and communicate extensively, leading to the improvement of their work.
Going forward, we will continue to listen carefully to customer requests and work to deliver happiness to our customers through aircraft operation and maintenance.
After-Sales Service in the Aerospace Company
The Aerospace Business considers enabling customers to continue using their aircraft with peace of mind after introduction to be an important value. Based on the belief that aircraft operation is supported by both the aircraft themselves and the work of the people involved in their maintenance and operation, the SUBARU Group provides a broad range of after-sales support in addition to developing and manufacturing training aircraft, including parts supply, maintenance, and training for maintenance personnel and pilots. Going forward, we will continue providing support that extends throughout the aircraft use phase.
Questionnaire Results
The Aerospace Company conducts questionnaire surveys with its customers. Customers rate various aspects, including product quality, service, documentation, emergency response, and on-site support, on a five-point scale. We sincerely address customer feedback and pursue continuous improvements as we aim to further enhance quality and service.
(FYE March)
| 2022 | 2023 | 2024 | 2025 | 2026 | |
|---|---|---|---|---|---|
| Questionnaire Results | 4.0 | 3.8 | 4.1 | 4.1 | 3.8 |
- Note:
- Result calculated by combining evaluations from each category (out of 5 points)