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As the clay courts of the Stella Maris complex in Umag buzz with the energy of the Plava Laguna Croatia Open, the tournament's official transport fleet hums with a quieter, more modern sound. Behind Subaru's prominent role in Croatia’s premier tennis event is Nicola Torregiani, President & CEO of Subaru Italia and the general importer overseeing the brand's footprint in Croatia and Slovenia.
Amid the vibrant tournament atmosphere at the Goran Ivanišević ATP Stadium, we discussed the intersection of elite sports, regional expansion and why going electric doesn’t mean giving up the legendary Subaru soul.
Q: This is Subaru’s third consecutive year as the official vehicle partner of the ATP 250 Croatia Open Umag. From a strategic standpoint, why is this specific tournament such a perfect fit for the brand?
Nicola Torregiani: It is always a pleasure to be here. Umag is incredibly special. For us, this partnership is not just about putting a logo on a court; it’s about alignment of values. Tennis demands absolute precision, durability and mental strength under pressure, which matches the very core of Subaru’s DNA: safety and total reliability under any conditions.
That has neen our starting ground. But during these three years, our relationship with the tournament has grown much stronger. By managing the logistics and transporting elite athletes, coaches and VIPs in a fleet of almost 20 Subaru vehicles, we get to demonstrate our cars' comfort and capability in real-time, right here on the Istrian coast, in real traffic conditions.
Q: Let's talk about the fleet. This year, there’s a massive talking point: you are using Umag as the launchpad for your Battery Electric Vehicle (BEV) offensive in Croatia, premiering the highly anticipated Uncharted and the E-Outback. Why choose a sports event for this milestone?
Nicola Torregiani: Because sport is where emotion lives! The automotive world is going through a massive transition, but we believe this shift should be an evolution, not a cold, mechanical revolution.
By showing the sporty urban Uncharted and our rugged E-Outback alongside our classic, highly reliable internal combustion engine (ICE) models in the shuttle fleet, we are offering choice. We wanted the players and guests to feel that a Subaru EV has the exact same adventurous spirit, road-holding capability and safety they’ve trusted for decades. The battery changes, but the driving pleasure stays the same.
Q: Some purists worry that electrifying a Subaru means losing the "rumble" and mechanical soul that built the brand's cult following. How do you answer that?
Nicola Torregiani: I completely understand that sentiment, since I’m an automotive enthusiast myself! But I tell our customers: do not fear technology. When you drive our latest EVs, what you notice immediately is how deeply they are steeped in our brand identity. The cars are already in dealerships, just go and convince yourself with a test drive.
With the electric generation, we are actually adding a fourth pillar to our core values of safety, reliability, and fun: and that is power. The dual-motor setup on the E-Outback, for instance, delivers instantaneous torque, 381 HP and brilliant all-wheel-drive control that enhances, rather than dilutes, our legendary handling. The DNA is intact. The product is Made in Japan. We are so confident in this engineering that we are offering an unprecedented 8-year warranty with zero mileage limits on these vehicles, including the battery.
Q: Your regional responsibility extends beyond Italy into the SEE, including Slovenia and Croatia. How do you view the development of these Adriatic markets, and what is the growth strategy here?
Nicola Torregiani: Croatia and Slovenia are highly strategic for us. The terrain, the outdoor lifestyle, the love for nature and sports - all of these make it a "Subaru country." Our cars are built exactly for this lifestyle; they are made for every day, ready for everywhere.
Our strategy here is focusing on flexibility and strengthening our local network. With our newly appointed Area Manager we are ensuring local dealers are fully equipped to guide customers through both our legendary Boxer models and our new electric lineup. We want to grow sustainably, ensuring that every Croatian and Slovenian Subaru owner receives the premium, family-like customer service we are known for.
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Q: So, how do the new Subaru BEVs fit into that philosophy? How do they help people live without compromise?
Nicola Torregiani: You know, we spend a lot of time as an industry talking about destinations. But for us, the philosophy has always been deeper than that. I tell our team and our customers: forget where a car can take you. Think about where it lets you live.
People in the Adriatic region don't just buy a car to commute; they buy a reliable partner for their active endeavours. And.. let’s be honest: nobody dreams about commuting. But that’s where most cars spend their lives. With vehicles like the Uncharted, Solterra and the E-Outback, we built cars for the places you actually dream about on weekends. They just happen to be incredibly great on Monday morning, too. A Subaru battery electric vehicle is designed to handle extreme elements with absolute confidence.
Q: On a more personal note, it’s no secret that you are a tennis fan. In fact, you’ve been spotted in the stands with your son. Tell us about your personal relationship with the sport.
Nicola Torregiani: (Smiles) I have to let you in on a secret: I wouldn’t call myself a tennis expert, but I am, first and foremost, a father. My youngest son is the true tennis fan in our house and he is an absolute, massive fan of Flavio Cobolli. Coming together with my son in Umag is about the priceless time I get to spend with him as a family, with total peace of mind.
Being able to sit in stands together, watching Italian talents like Cobolli, or seeing Luciano Darderi lift the trophy here, last year, brings a wonderful energy. Tennis teaches him as well about resilience, self-reliance and constant adaptation - lessons that apply beautifully across generations.
Q: To wrap up, if you had to sum up the spirit of Subaru at Umag this year in just a few words, what would they be?
Nicola Torregiani: I would say: "Stronger partnerships, evolution without compromise." We are building a stronger bond with Croatia, offering stronger and safer cars, while proving that the future of mobility is incredibly exciting.
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