Ex-McLaren special product boss wants to emulate brand's heyday successes from the 1990s
After overseeing sales of the most exclusive JLR models at SVO and then the most exotic McLarens, including the Senna, Solus GT and Speedtail, a switch to running Subaru in the UK may not seem the obvious next move. But Lorraine Bishton, who took the job in January, saw huge potential in leading a company that at its peak was one of the coolest brands in any industry in the UK – but in recent years had drifted into a state of mere existence.
” The ambitions for Subaru in the UK remain modest in absolute terms, with a goal of heading back towards its 1990s peak of around 12,000 units – although that’s still almost five times its 2023 volume. In 2024, Subaru’s registrations were up 30% in the first half of the year, and Bishton spoke of a strong product pipeline, if also growth tailing off in the short term, due to more restricted supply.
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