Former Subaru CEO Left A Legacy Of Disruption, Can New Boss Be As Effective?

I wouldn't want to be Subaru's new CEO. He has to fill big shoes. Former Subaru of America, Inc. President and CEO Tom Doll received the "Legacy of Disruption" honor at the third annual Newsweek World's Greatest Auto Disruptors awards. 

Doll single-handedly transformed the small Japanese automaker in America into one of the most recognized and loved car brands. Here are a few of his accomplishments.

• 11 years of consecutive sales growth
• A record of 700,117 vehicle sales in 2019
• Helped implement the Share the Love Event
• Pushed Subaru to become "More Than a Car Company
• Brought the Subaru Ascent to U.S. customers
• Influential in bringing the Wilderness sub-brand

Dev Prasad, CEO of Newsweek, says, "These visionary executives and companies are elevating standards, positively affecting the lives of consumers. We take pride in recognizing their remarkable contributions."

Subaru of America says, "During Doll's tenure of almost 42 years, he helmed remarkable brand transformation."

"He changed the relationship with Subaru retailers to be consistently ranked at the top of the industry, encouraged employees to feel confident in themselves, and dedicated space to enriching the lives of employees, retailers, vendor partners, and customers."

Tom Doll says, "It is an honor to receive this award and share it with my extended Subaru family. I am eternally grateful for all the passionate people I have met along my journey and, most importantly, for the work we did to come together with a purpose. At its core, our business is about building trusting relationships, the foundation that allows us to differentiate our brand. I'm proud to leave a legacy of disruption by recognizing when change was needed, never being afraid to try something new, and working collaboratively to transform the impact we can have on the world around us."

Who is The Current CEO of Subaru of America?

The current Chairman and CEO of Subaru of America is Tadashi Yoshida. The new President and Chief Operating Officer is Jeff Walters. Tom Doll recently left Subaru of America after serving the company as an advisor and "helping leadership transition to the next generation." He officially retired in January of this year.

Tom Wasn't Superman, He Was Clark Kent

"Tom wasn't Superman, he was Clark Kent—a mild-mannered, unassuming leader who helped define our brand with one word: love. And through that, he led us on a journey to discover passion and purpose in our day-to-day retail operations. Tom helped us truly make a difference in the lives of our customers and our communities," Burton Hughes, general manager at Subaru of Las Vegas told Newsweek.

From Obscurity to Respectability

In my two decades covering Subaru, I watched Tom Doll take the Japanese automaker from obscurity to respectability. He transformed the Subaru brand into one known for its innovative ideas, not afraid to abandon what wasn't working and try new things.  

What Next For Subaru of America?

The good news is that Subaru Corporation is bringing new models for U.S. customers. The remodeled Forester is next; from what I've seen, it looks like Subaru got it right. 

The new Subaru leadership has enormous shoes to fill. The current executives have to continue listening to customers and finding out what they want. If they do that, they'll be successful. If not, it could be a slow road to nowhere. 

Your Turn

What do you want to see from Subaru? Let us know in the comments below.

Thanks for reading, everyone. I hope you enjoyed the Tom Doll story. See you tomorrow for my latest Subaru Report.

I am Denis Flierl, a top Torque News and Subaru reporter since 2012. I’ve invested over 30 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my The Dirty Subaru website, Dirty Subaru blog, X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.