The 2024 Subaru Crosstrek just finished a long spring and summer road trip across America. See how many stops they made and a surprising demographic interested in the new Crosstrek Wilderness trim level.
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Who is buying the new Crosstrek Wilderness?
You would think that first-time car buyers and new parents would buy the all-new next-gen Subaru Crosstrek Wilderness. It's true, but there's more to the story.
Another unexpected demographic showing keen interest in the rugged outdoor-themed Crosstrek Wilderness is empty nesters. The fact that these individuals, whose children have flown the coop, are now ready to embark on new adventures shouldn't be a surprise.
While they may not take the subcompact SUV as deep into the mountains as a younger demographic of active customers, they'll certainly put the new Wilderness trim to good use, getting to the trailhead for hiking, mountain biking, and sightseeing. The versatility of the new Crosstrek Wilderness, designed with these activities in mind, is what Subaru had in mind when they launched the latest model last year.
Subaru found this out.
Subaru of America took the 2024 Crosstrek Wilderness and Solterra EV to REI on a 44-stop trip across America this spring and summer. It's not just a younger demographic that took to the new rugged Crosstrek.
Subaru says, "That's a wrap on the annual Subaru Road Trip at REI! Our all-electric Solterra and off-road-ready Crosstrek Wilderness visited 44 REI Co-op locations nationwide."
They went as far north as Bellingham, Washington, and south as far as Austin, Texas, and Gainesville, Florida.
Subaru of America's annual Subaru Road Trip event is a resounding success each year. They take their newest models, like the Crosstrek Wilderness, Forester Wilderness, and Outback Wilderness, to REI stores nationwide. This strategy effectively reaches a broader audience, showcasing the brand's commitment to engaging with active individuals.
It's an excellent way for the Camden, N.J. automaker to get its all-wheel-drive outdoor-themed vehicles in front of more active individuals.
Gearing up for a trip outdoors.
In a report I covered earlier this spring, which you can read here, Subaru said, "We're bringing together the versatile, all-electric Solterra, the off-road-ready Crosstrek Wilderness, and Subaru's favorite car camping gear to power your next adventure."
It shouldn't be a surprise.
Of course, a younger, active group of campers, bikers, and hikers are looking at the new Crosstrek Wilderness. However, an older demographic is not just looking; they are buying the new Crosstrek in significant numbers.
Subaru does not release who is buying their vehicles to me, but a source close to Subaru tells me many older buyers are driving away with the new Crosstrek Wilderness.
My wife and I are in that group. We have more time now to go on road trips into the mountains of Colorado, where we live. Next week, we'll head to Glenwood Springs to enjoy the new hot springs pool and outdoor activities in the area.
We own a second-generation Crosstrek that we'll drive up I-70. My wife already has her eye on a new Crosstrek Wilderness. She loves the new Geyser Blue exterior color. It's not easy to part with our 2019 Crosstrek because it's reliable and in excellent condition, with less than 60,000 miles.
As we look to the future, the anticipation for the new Crosstrek hybrid trim, expected to launch in 2026, is another reason to be excited. This will be another intriguing addition to the Crosstrek lineup. Stay tuned for more updates.
Until then, the Crosstrek Wilderness is on fire with active individuals from multiple demographics.
It's Your Turn.
If you are a Subaru Crosstrek owner, what are your thoughts on the new outdoor-themed Wilderness model? If so, click the red Add New Comment link below and let us know.
I am Denis Flierl, a top Torque News reporter since 2012. I’ve invested over 13 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.
Photo credit: Subaru
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