• by Tanya Gazdik , Yesterday

It’s not every day that an automaker introduces a brand new nameplate, but such is the case with Subaru’s elecrtric vehicle, unveiled last week in New York.  

“Subaru named its new compact electric SUV ‘Uncharted’ to convey a sense of adventure and capability, aligning with the brand's outdoorsy image,” according to YouCar. “The name aims to appeal to younger consumers seeking exploration and versatility in an EV.” 

The new BEV fits the psychographics of the outdoor-oriented Subaru brand's buyers in the U.S.

“Subaru has long been a protector of the environment and providing opportunities to get out there and enjoy the views,” says Alan Bethke, senior vice president, marketing for Subaru of America.

Perhaps it’s easier to grasp the meaning behind the new model if you understand the background on the company’s name. 

“The lore behind Subaru’s name and six-star logo isn’t particularly deep but interesting nonetheless, referring to the ‘Seven Sisters’ star cluster Pleiades of Greek mythology, known as ‘Subaru’ in Japan, and a major merger between five different companies to create Fuji Heavy Industries back in the 1950s, ‘Subaru’ also being linked to the word ‘unite,’” according to MotorWeek. “The iconic logo was adopted to signify Fuji’s automotive section, and the rest is history.”

Collaboration is still very much a part of the Subaru identity, demonstrated by its continued partnership with Toyota.

“Like Subaru's first EV, the Solterra, the platform and much of the design are shared with Toyota, this time with the new Toyota C-HR+ that’ll be offered in Europe but not the U.S.,” according to Edmunds. 

Subaru’s Solterra is based on the Toyota bZ. The 2026 Trailseeker EV, unveiled at the New York Auto Show in April, will be built on the same platform as the upcoming bZ Woodland.

“After a slow start to electric vehicle adoption, Subaru is on a tear,” according to Consumer Guide. “The brand’s first EV, Solterra, gets a significant refresh for 2026.”

Unlike some of its other models, Subaru is spelling out the company name on the back of the vehicle instead of simply using the company logo. 

“All three Subaru EVs use the same headlight design, with subtly different tab-style faux-grilles and, in the Uncharted's case, the badge lights up,’ according to AutoGuide. “The swept-back looks are more dramatic than any Subaru in recent memory, and the Uncharted ushers in a new trend for the brand: a spelled-out wordmark on the tail instead of the Pleiades badge. All the badging is black, and we see that color applied to the roof on the top-tier GT trim as well.”

Pricing and more detailed specifications on the Uncharted will be available closer to market launch in early 2026.