Subaru to Launch In-House Financial Services in the U.S. by 2030, Extending Partnership with JPMorgan Chase

Subaru has officially confirmed plans to launch its in-house financial services business in the United States by 2030, offering vehicle loans and leasing to consumers — and inventory financing to its 640 authorized U.S. dealers. This move marks Subaru's accelerated push to deepen its localization strategy in the American market.

As a transitional measure, Subaru also announced it will extend its existing white-label partnership with JPMorgan Chase — operating under the banner "Subaru Motors Finance" — until its fully independent financial platform is fully operational. JPMorgan Chase has served as Subaru's primary U.S. financial partner for 25 years, and currently handles approximately 70% of Subaru's total U.S. retail financing and lease volume through this joint platform.

Jeff Walters, Chief Operating Officer of Subaru of America, stated in an August 5 announcement: "This is a forward-looking strategic initiative that will help Subaru further solidify its position in the U.S. market and deepen relationships with both customers and dealers." He emphasized that JPMorgan Chase remains a "steadfast and reliable partner," signaling Subaru's commitment to building a long-term, sustainable financial platform.

Yoichi Hori, President and CEO of Subaru of America, described the move as a "strategic growth opportunity for the future," directly supporting sales operations and the dealer network while strengthening Subaru's direct connection with end users — ultimately creating long-term value for shareholders and partners. A Subaru of America spokesperson also confirmed that, once its in-house financial services go live, the company intends to expand them into the Canadian market; currently, Subaru dealers in Canada rely on RBC Royal Bank for consumer financing solutions.