Yoichi Hori

Hori grew up enjoying working with automobiles.^[1] He had experience as a mechanic and an auto racer.^[1] He attended Gunma University. Before working at Subaru, he worked at Fujitsu as Executive Vice President.^[2]

Hori has worked for Subaru since 1996, holding various roles in the U.S. and Japan, including roles in product and corporate planning.^[3] Before becoming CEO, he was deputy general manager for engineering and the general manager of the CTO Strategy Office for Subaru, focusing on their electrification strategy.^[4][5] He was appointed as CEO in May 2025 with some feeling his promotion is "a strategic reboot [for Subaru] to compete in the EV era"^[1][6]