The New Impreza Is The Out Of Your Mind Subaru

The Impreza sets the wrong kind of record. It's a broken record.

Subaru of America (SOA) reports the 2024 Subaru Impreza drops in sales again. It's a reoccurring report, and it's beginning to sound like a broken record. The issue is the all-new Impreza should be setting sales records, but it's going in the opposite direction. 

It's the best out-of-mind compact hatch.

The redesigned 2024 Subaru Impreza is an excellent small compact hatchback. However, it's not selling. Here are the current numbers, and then I'll delve into why it's not setting any records.

Subaru of America reports they delivered 2,437 compact hatchbacks to customers in September. That's alright, but in September 2023, SOA sold 2,868 models to customers. That's a decrease of 15 percent. 

In addition, the newly redesigned Impreza has decreased by 15.1 percent for the first nine months of 2024. It's on a path to sell fewer models than the previous year.

Crosstrek Vs. Impreza

I will compare the Impreza sales with Crosstrek sales because they are very similar models. 

In contrast, the 2024 Subaru Crosstrek, which rides on the same Subaru Global platform as the Impreza and shares many of the same parts, is going in the opposite direction. 

This comparison is important as it highlights the strategic decisions made by Subaru in terms of model production and marketing, which have contributed to the Crosstrek's success and the Impreza's decline. 

Another Crosstrek record.

Crosstrek set an all-time best September record, delivering 16,633 small SUVs to customers. That's a 24.7 percent gain over the previous September. Further setting it apart, Crosstrek has increased by 15 percent for the year. 

The Impreza has logged 23,073 sales in the first nine months, and Crosstrek has more than 100,000 more models sold, with 131,847 Crosstrek's sold in the U.S. market. 

The question is, why is Impreza not on customers' minds?

The newly-redesigned Impreza hatch is likely on the minds of some customers shopping for a new small hatch. It's an excellent choice with two engine options and a new sporty RS trim for driving enthusiasts. 

They come into the Subaru dealer and see one or maybe two sitting in the showroom or on the lot, but they likely don't see the trim and color they want. The Impreza is now built in Gunma, Japan, and it takes longer for customers to get the new small hatch.

In contrast, the Subaru salesperson shows them the all-new Subaru Crosstrek, which is a little more expensive but is in plentiful supply. The customer can choose the Sport, all-new Wilderness, or Limited trims built in Lafayette, Indiana, and there are plenty to choose from.

Subaru's plan.

I like to call it Subaru's secret plan. The automaker would never admit it, but they keep fewer Impreza models in stock because they know the Crosstrek is the hot model now. It's priced right, has upgrades over the Impreza for active customers, and it's easier to get.

Subaru of America is offering special incentives to move the Crosstrek. Depending on where you live, you can get 3.9% financing on new 2024 Crosstrek models. 

Subaru says, "Now through October 31, 2024, get 3.9% APR Financing for 72 months on a new 2024 Crosstrek. Manufacturer offer. No down payment required."

Customers can buy the new Crosstrek now; they don't have to wait for the trim level and color, get attractive financing, and the payment is lower with a 72-month loan. It's an easy choice for many small SUV buyers. 

They get a "go-anywhere" small SUV with off-road ability, and they can drive it home today. 

Are you out of your mind if you buy an Impreza?

The Impreza, despite its current sales trend, remains an excellent choice for city dwellers. There are at least four significant reasons why the Impreza is the top pick for hatchback buyers.

1. It comes with Subaru's excellent Symmetrical all-wheel-drive technology. When other small cars struggle in the snow, ice, rain, and mud, the Impreza will trudge through without a problem. 
2. All Impreza trim levels come standard with Subaru's EyeSight driver assist technology. This safety tech keeps the driver safe, especially when there are distractions. Its auto emergency braking and adaptive cruise control will save the driver from fatigue in heavy traffic.
3. The Impreza is a Top Safety Pick winner. That means it performs well in the IIHS crash tests. The driver and passenger will be safer than other small cars.
4. The Impreza has a lower center of gravity. Because its Boxer engine sits lower in the chassis than competitors cars, you'll have more fun driving it because of its improved stability in the corners and when making quick turns in traffic. 

The Impreza is not on your mind because Subaru has a more attractive alternative for you, the Crosstrek compact SUV. It's a great plan, and it's working for Subaru of America. And the customer gets a smart choice. 

Are you checking out the new Subaru Impreza hatch? 

If so, tell us why you like it. Click the red Add New Comment link below and let us know.

I am Denis Flierl, a Senior Torque News Writer 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