Subaru to go EV-only in Europe by 2028; Chinese brands overtake Japan

· Politics · Japan · Germany

Subaru said it will sell only electric vehicles in Europe by 2028, becoming one of the first Japanese automakers to make such a commitment in the region. The move comes as Chinese-branded car registrations roughly doubled year on year in September to 12.7% of total European sales, overtaking Japanese brands for the first time. Separately, Audi's $4 billion plan for its first US factory drew criticism in Germany after its boss appeared at a Trump rally days before the midterms; Audi credits US tariffs. Chinese appliance giant Haier is also building a plant in Thailand, and Japan's shipbuilders plan more than ¥1 trillion in investment to double output.

Why it matters：Japan's auto industry is being squeezed by Chinese EVs in its key export markets, forcing strategic bets on electrification and US plants.

Key points

  • Subaru's Europe EV-only target takes effect in 2028.
  • Chinese brands reached 12.7% of European sales in September.
  • Audi's US plant plan is tied to tariffs and drew German criticism.

Sources (original reporting)

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