Subaru Registers New EV Trademark, Signaling Strategic Shift

[PCauto] Subaru recently has filed three new trademark applications with the United States Patent and Trademark Office: ACX, VPX, and ZPX. This move reveals a possible new naming strategy amid the shift toward electrification.

Subaru May Revive Its Sporty Heritage Through Electric Technology

It is notable that these names break completely from Subaru’s traditional naming system and bear no connection to existing models such as Forester or Outback. This suggests Subaru may be reshaping its product image for the electric era.

Even more significant is that Subaru simultaneously registered STI performance version trademarks for all three names. STI (Subaru Tecnica International), the brand’s high-performance sub-brand, has gradually declined in the North American market in recent years. Currently, only derivatives like the WRX tS and BRZ tS remain available, with no true flagship performance models.

These trademark registrations may indicate Subaru’s plan to revive its performance heritage through an electrified platform. This aligns with recent statements from company executives about restoring its sporty tradition.

Earlier, Subaru also registered the “STe” trademark, which has been widely interpreted as a possible badge for electrified STI models.

Subaru may preserve its brand identity in the EV era by combining STI’s racing heritage with electric power.

The ZPX trademark also includes a registration for a Wilderness off-road version, suggesting Subaru may develop a unique model that blends electric power, high performance, and off-road capability—a combination not seen before in the market.

In Line with Subaru’s Previously Announced Electrification Roadmap

According to the plan, Subaru aims to launch four electric models in the U.S. market by 2026. So far, three electric SUVs have been announced: the Solterra, developed in collaboration with Toyota, and the recently introduced Uncharted, with one model yet to be revealed.

Examining Subaru’s current electric lineup, both the Solterra and Uncharted are compact SUVs based on Toyota technology, while the larger Trailseeker offers a longer wheelbase and higher ground clearance.

Within this product lineup, the three new trademarks may correspond to different market segments:

ACX likely targets the mainstream family market;

VPX may focus on sporty performance;

ZPX, with its Wilderness version, could concentrate on off-road adventure.

Some also speculate that Subaru may be considering a three-row large electric SUV based on Toyota’s electric pickup platform or a true rugged off-road electric vehicle. Given the close collaboration between Subaru and Toyota, such technology sharing is plausible.

However, considering the difference between the three new trademarks and the single unreleased electric model, Subaru’s exact product plans remain unclear.

Subaru’s Electrification Strategy Takes Shape as New Trademarks Enter Application Stage

Whether these names will ultimately be used for production models or not, this series of moves show that the brand—known for its boxer engines and all-wheel-drive systems—is actively preparing for product innovation in the electric era.

The key challenge for Subaru in the coming years will be how to reinterpret “driving pleasure” and “the spirit of adventure” through electrified platforms while preserving its core brand values.  For Subaru fans worldwide, the registration of these new trademarks undoubtedly sparks excitement for the brand’s electric future.