It’s The Worst Thing That Could Happen To Subaru, Or Maybe Not

How bad can it get? 

While the Subaru WRX's sales performance for Subaru of America is currently not at its best, it presents a significant opportunity for improvement. This is not the worst thing that could happen. In fact, it's a positive sign, as it opens the door for potential growth and enhancement. 

Subaru WRX sales tank

How low can the 2024 Subaru WRX sink? Its sales performance keeps getting worse, so it could get worse. Before I explain why it's not the worst thing in the world for Subaru Corporation, here are June's WRX sales performance numbers.

It's not pretty. 

Subaru of America reports that the WRX sold 1,332 performance sports cars in June, compared with 2,326 models in June 2023. The WRX performance sedan decreased 42.7 percent in June; for the first half of 2024, it has declined 39.5 percent, the second-most of any Subaru model. This is a significant drop, especially considering Subaru's overall sales performance. 

There's more.

SOA delivered only 9,295 WRX performance cars to customers in 2024, compared with 15,373 last year through the first six months. It looks dismal. And there's more bad news. June's drop was the second-largest decrease in sales in twelve months.  

The WRX Has Decreased 12 Consecutive Months. 

• June 2024 - 42.7%
• May 2024 - -39.6%
• April 2024 -29.3%
• March 2024 -38.9%
• February 2024 -46.3%
• January 2024 -41.6%
• December 2023 -37.1%
• November 2023 -37.3%
• October 2023 -14.7%
• September 2023 -2.7%
• August 2023 -27.2%
• July 2023 -25.1%

Is Subaru of America worried?

Don't feel sorry for Subaru. They have seen 23 consecutive sales increases, and the WRX has not been the sales leader. I've said before that the Subaru WRX is not the Camden, N.J. automaker's bread and butter. The WRX is a boutique model; it's not its flagship. Let me explain why. 

This is because Subaru's main focus is on other models that cater to a wider audience and contribute more significantly to their overall sales.

And...

Subaru sells enough to make the sports car profitable. It's about price, value, and not having to provide incentives to move an overproduced model off its retailers' lots. 

It's not the worst thing—it's time for Subaru to make changes.

Others think Subaru's WRX sales drop of nearly 40% this year is the worst thing to happen. I think it's a good thing.

It's time to wake up.

It's a wake-up call for Subaru Corporation. Subaru's performance fans are sophisticated and intelligent. First, the sedan body style needs to be updated. I've written extensively about bringing back the WRX hatch. You can read my report here. 

Fans want a new model with improved performance. I recently wrote a story about six sporty cars with more power than the WRX. And not all are sports cars. Read my report here. 

Bring back the STI

When Subaru dropped the higher-performance WRX STI, it was a significant punch in the gut for performance fans. They still remember. Even though Subaru said it discontinued the STI to develop new electrified technology, the new model is too slow to come.

It's been four years since the STI was dropped. To reenergize the WRX, give it a new body style, and bring back the iconic STI. Subaru Corporation will recognize it as sales keep falling. 

Subaru does not need to drop the WRX, too; they must ramp up enthusiasm for the performance model. But they can't wait for too long.

Don't panic. 

It's not a time to panic and say the sky is falling, including Subaru. Subaru executives should come together and work towards a better future for the WRX. With the right changes and strategies, the Japanese automaker can steer the WRX back on the path to success.

What do you think?

Your opinion matters. What does Subaru Corp. need to do? Let us know your thoughts. Click the red Add New Comment link below and let us know. Your feedback is crucial in shaping the future of the WRX.

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: Tucson Subaru