What Our Customers Say

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  • Cheryl C

    5 days ago

    The timing to finance my new 2021 Crosstrek Hybrid wasn't ordinary so finding a Sales person to listen to my car needs was "Extraordinary" and deserves 5 stars experience. Rob Dupont, the internet...

  • JTSF

    6 days ago

    This is our 4th car from Secor Subaru. They make the process so easy and painless. Great team too. Kudos to Paul Holden (GM), Dan Mirles, and Kevin O’Donovan. Would highly recommend Secor Subaru. ...

  • BEARS8166

    1 week ago

    My tech Nick H was outstanding, kept me well informed about a serious brake issue for my daughter's Forester. Most helpful!

  • Mary

    2 weeks ago

    We scheduled an oil change at Secor Subaru. I arrived on time and I was greeted & helped immediately. I waited in the customer area, received a text message when my car was ready. My car was also...

  • Jerry Chad

    2 weeks ago

    Been doing business here for many years. Bought many car from here and I'm very happy with Secor Subaru.

  • Guy C

    2 weeks ago

    We had a smooth easy purchase experience the only down side was some miscommunication about the delivery.

  • Barbara Hatch

    3 weeks ago

    They are always fine but I am still waiting to hear from management about touching up a small dent on the door that was done by a worker when he opened the door to let me out of the car!

  • Beth Hogan

    3 weeks ago

    Great service . Will Come Back in the future for all my car needs .. Cleaned waiting area. Good Coffee!


    3 weeks ago

    Very professional. Helpful with pick up and drop off. Secor had a coupon too which always helps when you are maintaining more than one vehicle


    3 weeks ago

    Was able to make an appointment for Check Engine Light for the next day, which was resolved in just minutes, at no charge (under warranty). Thank you!

  • GREEN1550

    3 weeks ago

    Concerned about the constant turn over in personal. You have some employee problems that are making people unhappy

  • YESIDG75

    4 weeks ago

    Good attention great service car is in good shape no issues I will definitely recommend

Subaru Family

"Dan Morales is truly "Dan the man". I experienced same day purchase of a new Subaru and home delivery to come after paper work is completed."~ C.Y

"Very quick service, and I really enjoyed the long discussion I had with Mr Secor in the waiting room! Your staff was excellent and very efficient. Thanks for washing the car before delivery back to me!"~T.O

Extraordinary Service

"As always Lauren and the service department exceeded expectations. My concerns were addressed in a attentive and reassuring manner. I was continually informed as to the progress of my repairs, and the time frame I could expect for completion. Lauren explained all work performed and any upcoming required maintenance to keep my vehicle running top notch even at 240,000 miles. Thank You Secor, Lauren and Staff. I always recommend your dealership to friends and family. Keep up the good work. Regards" C.Bartnicki

"Extraordinary is an understatement! Nick took the time to explain the repair to my car and I really appreciated it. He certainly is an asset tothe dealership. I am so glad I can depend on Secor and the outstanding professionalism of all who work there!!" ~ K.R 

Confidence and Communication

"I am extremely pleased with the service department at Secor. Lauren is doing an excellent job. and from a customer's viewpoint, things appear to be running smoothly. We like having Jean as our service advisor, he's conscientious, communicative, helpful and readily available to answer questions. It would be nice to know who the mechanics are who work on the car, so as to be able to express gratitude to them as well. We appreciate the thorough job they always do, and we feel confident that whatever needs to be addressed will be. I think the mechanic's name used to be on the service records, but I haven't seen that in a while. Thank you to all, we are very pleased. Having been with Secor since we bought the car in 2006, we have been through several service department changes. The current team is wonderful, and much appreciated." ~J.K.

Cross Country Appreciation

"I am a Subaru owner (2012 Forester) from Seattle, Washington. In July, my wife and I drove across country to visit the Connecticut shore. Near the end of our trip, one of our turn signals quit working. Obviously, a safety concern, and one we needed to address asap. I discovered that Secor Subaru was pretty close to where we were staying. I drove up (July 13) and asked for assistance at your service center, where I received prompt and excellent service. A staff member checked out the problem, completed a parts form (Invoice 9628), and installed the new lamp. He would only charge me for the lamp ($5.99), and even declined the $20 bill this most grateful customer tried to give him. "Just doing my job" he said.  We have been well cared for at are Subaru dealership and service shop in Seattle (Carter Subaru), but this experience at Secor made me feel like I was part of a Subaru family, more so than anything in the nine years we have owned our car. Please pass on our hearty and grateful appreciation for the great service we received and for the impressive customer service culture at Secor Subaru.  Best regards, Ned D."

Subaru Sales, Online Shopping, and Service Center in New London

Welcome to Secor Subaru. We know your time is valuable, and we want to start by expressing our gratitude that you would spend some of it with us. Our goal at your New London Subaru dealership is to be more than just a place to find the latest Subaru models. We aim to deliver a more streamlined and enjoyable car buying experience no matter where you are in the process, with a large inventory, handy online tools and resources and attentive team members committed to your satisfaction.

Conveniently located on Broad Street in New London, less than five minutes from I-95 exits 82 and 83, we're within easy reach of drivers from East Lyme to Westerly and beyond. And with Secor Simple Purchase, we've made it easier to shop online and receive home delivery of a new Subaru without visiting the dealership.

New Subaru Car and SUV Dealer Serving Groton, Norwich, Niantic and East Lyme

Connecticut drivers love Subarus for their comfortable accommodations, advanced features, rugged yet refined character, and genuine four-season capability. And in our extensive new Subaru inventory, you can find a diverse selection of Subaru models to serve a wide variety of needs and preferences. Now is a great time to return your Subaru lease and custom order the Subaru you really want.

Are you looking to add extra versatility to your daily drives while maintaining convenient dimensions and car-like maneuverability? Check out models like the Subaru Crosstrek or Impreza hatchback. Or, if you'd like something with more power under the hood and extra space for passengers and cargo, explore adventurous crossovers like Forester and Outback. Need additional seatbelts for your larger Waterford family? You'll love what the spacious and well-equipped Subaru Ascent has to offer. And if you're not looking for a utility vehicle but want an accommodating sedan with sure-footed handling in inclement conditions, the Subaru Legacy is the only vehicle in its class with standard Symmetrical All-Wheel-Drive.

Shop Subaru Certified Pre-Owned and Used Cars

Of course, we know that many of our southeast Connecticut drivers aren't in the market for something brand new, and would instead prefer the tried and tested nature and excellent value proposition of a quality used vehicle. In our pre-owned inventory, you can shop a diverse array of used cars and SUVs from Subaru and other popular brands like Honda, Ford, Toyota, and Volvo.

But buying used doesn't have to mean settling for less. Secor Subaru is proud to offer a wide selection of lower-mileage, late-model-year  Subaru Certified Pre-Owned models. These represent the best of the best in our used inventory, as each certified model has passed a comprehensive 152-point inspection and includes several benefits like warranty coverage, roadside assistance and more.

Subaru Financing, Service and Repairs

When you finally find the new or used Subaru that checks all your boxes, our friendly and experienced finance center team can help you secure the financing or lease solution that best fits our needs and budget. On our website, we offer several tools and resources that can help save you time and get a head start on the process, including an online financing application and trade-in appraisal tool. You can even complete the entire purchase process from the comfort of home. Just look for the Secor Simple Purchase tool on any vehicle listing.

Whether you've had your Subaru for six months or six years, our Subaru Service Center is here to help keep it running like new for as long as possible. We want you to enjoy a gratifying ownership experience that stands up to the years and miles, and the best way to ensure your Subaru's longevity is to keep it regularly maintained. However, we also understand that it's not always easy to find the time to visit the dealership. So, to help you get the maintenance your vehicle needs, we're offering conveniences like pick-up and drop-off service and complimentary loaner vehicles. Plus, every service visit includes a free sanitization, car wash, and interior vacuum for your safety, comfort, and convenience. Find out more about the benefits of Secor Subaru Service.

And for the mechanics and DIY enthusiasts who like to take matters into their own hands, our fully stocked Subaru parts center has the components and accessories you need to ensure perfect fit and finish and optimum durability.

Secor Subaru: Focused on Our Connecticut Community

At Secor Subaru, we believe we have a responsibility to be more than a car dealership. And we're dedicated to giving back to communities that have given us so much. We're proud to support many Subaru community initiatives and are honored to have received the 2020 Subaru Love Promise Community Commitment Award. Here's a look at the local organizations we support through Subaru programs:

  • Subaru Loves Pets: Connecticut Humane Society
  • Subaru Loves Learning: New London Public Schools, New London Athletic Dept
  • Subaru Loves to Help: TVCCA Meals on Wheels for Eastern CT, Garde Arts Center, Toys for Tots, New London Rotary, CT Shoreline Family Photo
  • Subaru Loves to Care: Backus Hospital

Get in Touch

  • Contact Our Sales Department: (860) 442-2323
  • Monday9AM - 7PM
  • Tuesday9AM - 7PM
  • Wednesday9AM - 7PM
  • Thursday9AM - 7PM
  • Friday9AM-5PM
  • Saturday9AM-5PM
  • SundayClosed
  1. Secor Subaru

    501 Broad St
    New London, CT 06320

    • Sales: (860) 442-2323
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