New Subaru Insider Details Surface, How The Next-Generation Crosstrek Confounds Dealers

The 2024 Subaru Crosstrek sells like crazy, but the new SUV is confounding dealers. Here is an inside view of what's going on.

The remodeled 2024 Subaru Crosstrek is the best-selling subcompact SUV in America, but the remodeled SUV is confounding Subaru of America's dealers. I have covered the new Crosstrek monthly sales; unsurprisingly, it's selling well. What surprised dealers was who was buying the small SUV. 

Jeff Williams, chairman of the Subaru National Retailer Advisory Board, spoke with 

Automotive News (by subscription) in an exclusive interview. Here are a few excerpts concerning the 2024 Subaru Crosstrek. 

The inventory levels are improving because the 2024 Subaru Crosstrek is now made in America. Last year, the 2023 Crosstrek was made in Gunma, Japan. Now, the 2024 Crosstrek Sport, Limited, and Wilderness trim levels are made in Lafayette, Indiana. Subaru of Indiana Automotive can make more of the three trim levels with the 2.5-liter Boxer engine. 

Williams says, "But since the fourth quarter, things have really started to smooth out, and the transition from 2023 to 2024 will run very smooth, and then production will be on an upward climb in 2024."

Who is buying the 2024 Subaru Crosstrek?

The 2024 Crosstrek subcompact SUV has always attracted younger buyers. A younger demographic uses the vehicle to escape the city on the weekends. They use the Crosstrek for mountain biking—hiking, camping, and trips to the beach.

Let's pick up the interview. Williams says, "The customer base for Crosstrek is very interesting. We see younger folks buying Crosstrek, and then maybe a couple of years later, they graduate to a Forester and then maybe to an Outback because their family grows." 

The next-generation Subaru Crosstrek attracts older buyers.

Williams goes on to say, "Or we see it go the other way, where some retirees that have had several Outbacks or Foresters and now it's just the two of them, and they're empty nesters, and they don't need the big car anymore; they want to downsize a little bit and to do so, they look at the Crosstrek."

But something is happening that confounds dealers.

"It's really been interesting. I didn't anticipate the second scenario happening as often as it does. I thought that that car would appeal more to the younger buyer, and it's appealing to both. It's appealing to the younger buyer" (but now older buyers are buying more Crosstrek models). "The demographic still skews younger, but (more) of the baby boomers are buying that vehicle as well, which is, I think, extremely interesting."

My Take

In Colorado, I see active retirees use the Crosstrek to go off-road. They drive over a mountain pass to go skiing and hiking and take trips to the high country more frequently because they aren't afraid they'll get stranded. The Crosstrek is the ideal size for retirees who need a capable all-wheel-drive vehicle. 

I find five benefits for retirees. 

The Subaru Crosstrek's Symmetrical all-wheel-drive will handle all weather, there's X-Mode for severe weather, it is fuel efficient and affordable, and it gets the top safety scores. 

Williams talked more about Subaru of America's increasing inventory levels. You can read the full report here. The factory is forecasting that customers should be able to find double the amount of newly upgraded 2024 Solterra EVs in 2024 compared with 2023 models. Check out that report here.

Thanks for reading, everyone. I hope you enjoyed this 2024 Subaru Crosstrek story. See you tomorrow for my latest Subaru Report.

For additional articles related to new Subaru models, here are a few of my top stories you may enjoy. 

My Must-Read Top Picks

• The 3 New Highly Anticipated Redesigned Subaru Models And What's Next
• The 7 Things That Could Destroy Your Subaru And How To Keep Your Value From Sinking
• Why You’ll Want This Subaru Feature This Winter

Watch 2024 Subaru Crosstrek Wilderness: Epic 1,200-Mile Roadtrip YouTube video.

I am Denis Flierl, a 12-year Torque News senior writer with 20+ years of Subaru and automotive journalism experience. I enjoy bringing you, the Subaru fans and customers, the most up-to-date Subaru news, reviews, and new model information. You'll find the latest Subaru stories on the Subaru page. Follow me on my The Dirty Subaru website, Dirty Subaru blog, SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

I’ve got you covered! - I cover all Subaru all the time - It’s called the “Subaru Report.” Check back daily for my expert Subaru analysis!

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photo credit: Subaru USA