SiriusXM Canada announced last week Subaru Canada is the latest auto manufacturer to participate in its new three-year extended trial program.
Beginning with select 2026 model year vehicles — including some Crosstrek, Forester, Outback and Impreza models — Subaru drivers will receive a three-year complimentary trial subscription to SiriusXM’s audio entertainment service. The trial will be automatically activated upon vehicle purchase, with no action required by the customer, according to a Friday press release.
“We are proud to continue growing our strong relationship with Subaru Canada through this new extended trial offering,” said Rob Keen, senior vice president of sales and marketing at SiriusXM Canada, in a statement. “Subaru has long been a valued partner, and with this three-year trial, we’re giving their customers the opportunity to enjoy SiriusXM’s unmatched variety of premium content for longer than ever before. This program exemplifies our shared commitment to enhancing the in-vehicle experience for Canadian drivers.”
SiriusXM Canada’s announcement comes just days after Stingray announced its acquisition of TuneIn, a live audio streaming and ad monetization platform.
Stingray’s president and CEO, Eric Boyko, said last Wednesday the TuneIn acquisition is part of the media company’s strategy to get ahead of an expected trend that will see automakers try to monetize their own proprietary in-vehicle audio systems. In Boyko’s view, the future of in-car audio entertainment will be different car manufacturers’ OEM radio systems offering a variety of embedded audio channels, including Stingray music channels and the TuneIn player within the next five to 10 years.
