You’re sitting at a red light. You glance left, and there’s a Subaru. You look right, and a Suzuki motorcycle zips by. It feels like car brands with an s are everywhere once you start paying attention, but the rabbit hole goes way deeper than the big names you see on the morning commute. Most people can rattle off two or three, but did you know there are over thirty distinct manufacturers that fall into this category? Some are dead. Some are barely hanging on. A few are reinventing what it means to drive in 2026.
Honestly, the "S" category is kind of a mess of contradictions. You have Skoda, which basically rules the practical European family market, sitting right next to SSC, a brand that builds cars so fast they’d make a fighter pilot sweat. It’s a weird mix.
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Why Subaru and Skoda Still Own the Conversation
If we’re talking about car brands with an s that actually matter to your wallet, you have to start with the heavy hitters. Subaru is the weird kid that went mainstream. They spent decades obsessed with "Symmetrical All-Wheel Drive" and boxer engines. Now? They’re the darlings of the Pacific Northwest and New England. According to 2026 reliability forecasts from Consumer Reports, Subaru still sits comfortably near the top, often outranking luxury giants. People buy them because they’re safe, but they keep them because they’re practically immortal.
Then there’s Skoda. If you live in the States, you’ve probably never seen one. If you’re in Prague or London, they’re the default. Owned by the Volkswagen Group, Skoda used to be the "budget" choice. That’s not really true anymore. The 2026 Skoda Kodiaq is getting rave reviews for having better interior tech than the VWs it’s based on. It’s a classic case of the student becoming the master.
The Ones That Faded Away (But We Still Miss)
We can’t talk about this without mentioning Saab. Man, people loved Saab. The ignition was between the seats. The "Night Panel" button turned off every light in the cockpit except the speedometer so you could focus on the road. It felt like flying a jet. When Saab went bankrupt in 2011 after a messy breakup with General Motors and a failed rescue by Spyker (another "S" brand!), it left a hole in the car world. You still see the 9-3 and 9-5 on the road, driven by enthusiasts who refuse to let go.
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Saturn is another one. Remember the "different kind of car company"? No-haggle pricing and plastic door panels that wouldn't dent. It was a brilliant experiment by GM that eventually just... dissolved. By the time they were making the Saturn Sky—a genuinely cool roadster—the brand was already on life support.
The Supercars and the Stragglers
If you want to move fast, the letter S has you covered. SSC North America (formerly Shelby SuperCars) is constantly brawling for the title of "World's Fastest Production Car." Their Tuatara is a monster. Then you have Saleen. Steve Saleen started by tuning Mustangs, but eventually, he built the S7, a car so low and wide it looked like it belonged on a poster in a 10-year-old’s bedroom.
- SEAT: Spain’s pride and joy. They’re currently pivoting more toward their performance sub-brand, Cupra, but the Ibiza and Leon remain staples.
- Smart: They went all-electric a while ago. The "Smart" car isn't just that tiny two-seater anymore; they’re building actual SUVs now in partnership with Geely.
- SsangYong: Recently rebranded as KG Mobility, but most people still know them by the old name. They specialize in rugged, no-nonsense SUVs from South Korea.
- Spyker: Dutch luxury. They use exposed gear linkages and quilted leather. It’s basically steampunk for billionaires.
What Most People Get Wrong About "S" Brands
The biggest misconception is that these brands are all struggling. Sure, Saab and Saturn are gone. But Suzuki is a global powerhouse. They pulled out of the US car market years ago, so Americans think they’re dead. Wrong. In India and Japan, Suzuki (Maruti Suzuki) is an absolute titan. The Suzuki Jimny is perhaps the most lusted-after small 4x4 on the planet right now, and the fact that we can't easily get it in North America is a tragedy.
Also, don't confuse the brand with the model. A Mercedes-Benz S-Class is a car, not a brand. Same for the Tesla Model S. We're talking about the badge on the grille here.
Future Proofing Your Knowledge
Buying a car from one of these brands in 2026 requires a bit of nuance. If you're looking for resale value, Subaru is your best bet. They hold their worth better than almost anyone else in the mid-range segment. If you're in Europe and want the most "bang for your buck," Skoda is still the smart person's Volkswagen.
For those looking at the used market, be careful with late-model Saabs. Parts are getting harder to find, and you'll need a mechanic who knows what a "Tech 2" scan tool is. It's a labor of love, not a logical financial decision.
If you are actually in the market for a new vehicle, start by checking the local dealer density for these specific brands. A Suzuki is great, but if the nearest service center is three states away, that "reliability" won't mean much when you need an oil change. Check the latest safety ratings for the 2026 models, specifically the Subaru Forester and Skoda Superb, as they are currently setting the bar for their respective classes.