Subaru announced plans to make all new models software-defined vehicles (SDVs) from the late 2020s onward, marking a significant shift in automotive technology and development strategy. These next-generation vehicles will allow manufacturers to improve performance and features through software updates long after customers have purchased them.
The automaker will develop a new electronic control unit to serve as the foundation for these SDVs, managing everything from braking to driver-assistance functions in an integrated system. To keep costs manageable—a key concern for high-performance automotive semiconductors—Subaru is co-developing custom semiconductors with AMD that are tailored specifically to each vehicle’s needs rather than using off-the-shelf high-performance chips.
The semiconductor architecture combines components from multiple partners: AMD’s custom-designed processor will handle artificial intelligence and computing tasks, while Infineon supplies the microcontroller linking advanced driver-assistance systems with vehicle motion control. onsemi provides image sensors for stereo cameras.
Subaru executives emphasized affordability as a priority. “We want to make something that people can use conveniently, not something ultra-high-performance,” said Executive Officer Eiji Shibata during a development strategy briefing. This approach aims to accelerate widespread adoption of SDV technology rather than targeting only premium segments.
The company also revealed plans to introduce more advanced driver-assistance features, including models capable of automatic highway overtaking and hands-free driving in conditions beyond current limitations. Current “EyeSight X” technology permits hands-off driving only on congested highways.
Beyond vehicle features, Subaru is restructuring its development process to accelerate time-to-market by approximately 40%. The company is digitally simulating some crash tests and opening research facilities to collaborative work with parts suppliers. A new “big room development” approach—where design, development, production, and procurement teams share information in real time—has already halved the time needed to resolve development issues.
Safety remains central to Subaru’s strategy. The company has set a goal of reducing to zero by 2030 all fatalities involving its vehicle occupants and deaths of pedestrians or cyclists struck by its vehicles.
The shift toward SDVs reflects broader industry trends. Japan’s government has promoted the transition through its “Mobility DX Strategy,” which targets Japanese automakers capturing 30 percent of global SDV sales—roughly 11 to 12 million units by 2030 and 17 to 19 million units by 2035. Other Japanese manufacturers are investing heavily: Honda has committed ¥2 trillion through fiscal 2030 for SDV research and development, while Honda and Nissan jointly announced plans to standardize electronic architectures for next-generation vehicles beginning in fiscal 2029.
Subaru participates in ASRA, an industry consortium of 14 companies founded to develop advanced semiconductors for automotive use, with mass production application targeted for 2030 onward. As automakers race to commercialize software-defined technology, success will depend on balancing advanced capabilities with affordability—a challenge Subaru believes it can meet through strategic partnerships and streamlined development.
