At the Blue Lagoon Croatia Open Umag, we spoke to Nicola Torregiani from Subaru: The battery is changing, but the driving pleasure remains the same

Subaru’s Nicola Torregiani, president and chief executive officer of Subaru Italy, spoke at the ATP 250 Croatia Open Umag, emphasizing how the brand's commitment to safety, reliability, and performance remains unchanged despite its shift toward electric vehicles. During a conversation at the ATP Stadium Goran Ivanišević, Torregiani highlighted the synergy between high-level sports and business development, noting that the tournament aligns with Subaru’s core values. The event took place on the grounds of the Stella Maris tennis complex, where top players and guests were transported daily by Subaru’s fleet of nearly 20 vehicles, ensuring secure and reliable mobility throughout the event. The partnership between Subaru and the Croatia Open Umag has continued for three consecutive years, marking a strategic alignment between the brand and one of the most prestigious tennis tournaments in Croatia. Torregiani expressed his satisfaction with the collaboration, calling Umag a special location that reflects both the spirit of the region and the values of the company. He emphasized that the partnership goes beyond branding, it represents shared principles such as precision, endurance, and mental strength, which are central to both tennis and Subaru’s identity. Over these three years, the relationship has deepened, with Subaru playing a key role in managing logistics and transportation for top athletes, coaches, and VIP guests. This year, Subaru introduced its new fully electric models, including the Uncharted and E-Outback, during the event. The decision to showcase these vehicles at the Croatia Open was deliberate, as Torregiani explained that sports are where emotions run high. While the automotive industry undergoes a major transformation, he stressed that this transition should be viewed as evolution rather than disruption. By introducing electric models alongside traditional internal combustion engines, Subaru aims to offer customers a range of choices while maintaining the brand’s signature characteristics, comfort, performance, and reliability. Some loyal brand enthusiasts have expressed concerns that electrification might dilute Subaru’s recognizable character and mechanical identity, which has contributed to its cult-like status. In response, Torregiani acknowledged these fears, stating that he himself is passionate about automobiles. However, he urged customers to embrace technology, arguing that sitting behind the wheel of a new electric model immediately reveals that Subaru’s essence remains intact. He invited potential buyers to experience the vehicles firsthand through test drives, reinforcing the idea that innovation does not compromise tradition. Subaru’s presence in the Balkans, particularly in Croatia and Slovenia, is a crucial part of its strategy for growth in Southeast Europe. Torregiani described these markets as highly relevant due to their active lifestyles, love for nature, and passion for sports, all qualities that make them ideal environments for Subaru’s products. The brand’s vehicles are designed specifically for these conditions, offering robustness, comfort, and adaptability to diverse terrains. With production taking place in Japan, Subaru maintains a strong commitment to quality, offering an eight-year warranty on its electric models, including the battery, without mileage restrictions. Looking ahead, Subaru continues to focus on expanding its footprint in the region, leveraging the unique attributes of Croatia and Slovenia to strengthen its market position. As the automotive landscape evolves, the brand remains dedicated to delivering vehicles that combine cutting-edge technology with enduring values, ensuring that its legacy endures even as it embraces the future.