The Impreza Redefined, Subaru’s Cheapest Car Should Become A PHEV

As I look at the sales numbers for the 2024 Subaru Impreza, I have a question. Does it make sense? Should Subaru Corporation drop the gas-only Impreza hatchback for all trim levels and make the compact hatch a Plug-In Hybrid model only? 

Before I discuss that, let's examine the May numbers. For more information on recent Impreza events, read my report here.

Impreza Fails To Impress

Subaru of America reports its U.S. retailers delivered 2,419 compact Impreza hatchback models to customers in May. The Impreza dropped 38.6 percent compared with last year, with 3,939 models in May 2023. That's another significant drop.

Impreza sales for the first five months of 2024 are no better, with 12,428 models sold. Last year, in the same period, Impreza had 16,337 sales, a 23.9 percent decrease over last year. Impreza is on a downward trend.

I wrote recently that the hot Crosstrek is taking all the sales from the Impreza as buyers compare the two models. That has some validity. Maybe Subaru is happy to let that happen? Check my report here. 

The Impreza Needs More Than A Spark

I would have thought that the hot new 2024 Impreza RS trim level with a 2.5-liter Boxer engine would be the spark that would light the Impreza on fire. But it didn't. 

I thought Subaru's decision to drop the sedan and only offer the Impreza as a hatchback was a great move. And it was. Sedans are on the way out. But that hasn't been enough, either. 

Bring Back The Manual?

Dropping manual transmission cars is a trend many automakers are making. For Subaru, it's about safety. Subaru dropped all manual shifters in all 2024 Impreza models to bring EyeSight driver assist technology as standard equipment to all Impreza trim levels. Check out my safety tech report here. 

I would say that offering a 6-speed manual gearbox in the Impreza RS would make it a fun hatch to drive. But even that wouldn't be enough to increase sales significantly because only a few driving enthusiasts want a manual transmission as a daily driver. 

So, What's The Answer?

I think Subaru Corporation needs to do two things to save the Impreza compact hatch and launch it to new heights. 

Leave the Impreza a compact hatchback because it fulfills a specific purpose for the brand's younger buyers. But it needs its own identity. When you look at the Impreza now, it looks like a chopped version of the Crosstrek—and it is. It sits lower and has the same footprint and body style. 

Crosstrek Casts A Big Shadow

Since the Impreza is now made in Japan rather than in the U.S. plant, Subaru can completely redesign its exterior, giving it a unique look on the outside and inside. It needs to get out of the Crosstrek's shadow.  

So, let's dream even more. With its new unique identity, Subaru Corporation should bring the all-new Impreza with a Plug-In Hybrid powertrain in all trim levels. Impreza should become a PHEV and drop the gas-only model. 

Impreza Redefined

A new all-wheel-drive Subaru Impreza Plug-In Hybrid would launch the redefined hatchback into the new era of electrification. Shortly after, Subaru could offer an Impreza EV. It would be Subaru's hot new entry into the affordable compact hatch battery-electric vehicle market. And it would be one of only a few with all-wheel-drive and Subaru's Symmetrical all-weather performance.  

Subaru can watch the Impreza sales keep dropping, or they can redefine the Impreza and give it a complete makeover. It's a new world. I think Subaru is up to the challenge.    

Would you like to see an all-new Subaru Impreza? What about a fuel-efficient Impreza Hybrid or an all-electric compact hatch? Click the red Add New Comment link below to join the discussion.

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