The Next-Generation Subaru Crosstrek Blurs Demographic Lines, Still Drops 11 Percent

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The 2024 Subaru Crosstrek is not the top model at the start of the year. And the hot Crosstrek dropped in sales. Check out the subcompact SUV's performance in January.

The remodeled 2024 Subaru Crosstrek is hot but now as sizzling hot as the 2024 Subaru Forester. I cover the monthly Subaru sales to track which models are hot for customers. The all-new Crosstrek missed being the best-selling model in Subaru of America's all-wheel-drive lineup, but something surprising is happening. 

It's going to be a tight race in 2024. The Forester took the top spot; the Crosstrek subcompact SUV is the second best-selling model in SOA's lineup to start the new year. The Outback finished in third place. 

Here are the numbers for January to show how tight the race was. 

  • Subaru Forester - 12,619 (+24.8%)
  • Subaru Crosstrek - 11,325 (-10.9%)
  • Subaru Outback - 11,300 (+8.5%)

Crosstrek drops in sales performance.

While the Forester and Outback were up in the percentage of sales volume compared with 2023, the Crosstrek dropped 11 percent. SOA delivered 12,706 Crosstrek subcompact SUVs to customers in January 2023. 

The Crosstrek hangs on by a thread, with just 25 models sold, more than the Outback in January. The Forester is still the hottest nameplate for SOA. Forester had 1,294 more sales than Crosstrek. 

Who is buying the Crosstrek subcompact SUV?

I have written much about why the 2024 Crosstrek subcompact SUV attracts 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.

But another demographic is purchasing the Crosstrek.

I recently wrote a report that the Crosstrek is confounding dealers. The next-generation Subaru Crosstrek attracts older buyers. Jeff Williams, the Subaru National Retailer Advisory Board chairman, spoke with Automotive News (by subscription). 

Williams says, "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."

The Crosstrek is blurring demographic lines.

"It's been interesting. I didn't anticipate the second scenario happening as often as it does. I thought the car would appeal more to the younger buyer, and it's appealing to both. It's appealing now to older buyers who 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."

Many buyers are paying cash for their new Subaru. 

And there's more going on at Subaru retailers. The older Crosstrek buyer has more cash reserves and doesn't have to finance their new car. Williams says, "But it's a changing market. We've seen many cash buyers over the last 18 to 24 months. There's a lot of money in the market, for sure."

MY TAKE

With the outdoor-themed 2024 Crosstrek Wilderness launch, I expect sales of the 2024 Crosstrek to be back on top as Subaru's best-selling model in the first quarter. The remodeled 2025 Forester is about to launch, which could change how the year's second half plays out; stay tuned. 

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

 

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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.

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photo credit: Subaru USA