Subaru Affordability - Its Average New Car Transaction Price Tops $37,000 For The First Time

Are Subaru vehicles affordable? A new report from Kelley Blue Book says Subaru's average transaction price is now over $37,000. See how Subaru of America compares with other automakers' pricing.

How affordable are new Subaru vehicles? An updated Kelley Blue Book and Cox Automotive report say Subaru's average transaction price (ATP) is going up. The recent report says Subaru of America's ATP is now over $37,000 for its all-wheel-drive lineup in December. In November, Subaru's ATP was $36,510, up 1.4 percent.

One reason for the increase in Subaru's ATP is that the new 2023 Subaru Solterra EV had its first entire sales month. The Solterra is the Japanese automaker's most expensive SUV.

What is the price of the 2023 Solterra?

Pricing for Solterra's lowest trim level, Premium trim, starts at $46,220. The Limited trim carries a starting manufacturer's suggested retail price of $49,720. The top-of-the-line Touring trim is priced at $53,220. Prices include destination and delivery fees ($1,225). Subaru says U.S. retailers set the actual price and may charge more.

How does Subaru's ATP compare with its competitors?

Subaru's new model pricing has been going up, and all vehicle pricing went up in 2022. Even with the price increases, Subaru's all-wheel-drive lineup is one of the most affordable.

Among all mainstream automakers (non-luxury) car brands, the average transaction price in December was $45,578, a record high, and up $994 monthly. Mazda had the lowest ATP at $34,647, Hyundai was next lowest at $36,647, and Subaru was third lowest at $37,009 in December.

Subaru's one-year price percentage of change was up 5.1 percent. That's slightly above the year-over-year industry average increase of 4.9 percent.

Here is the complete 2023 Subaru model pricing

2023 Subaru Forester compact SUV

All 2023 Forester trim levels increased by $550 in price, including destination and delivery. The 2023 Forester comes in six trim levels; The Base Forester starts at $27,620, Premium ($30,620), Sport ($32,190), Limited ($34,300), Wilderness ($35,245), and Touring ($37,720). Pricing includes dealer fees ($1,225).

2023 Subaru Outback midsize SUV

The 2023 Outback gets a price increase, and the trim levels are; the Base trim priced from $29,620 (+$800), Premium ($31,920 +$900), new Onyx Edition with a 2.5-liter engine ($34,720), Limited ($36,520 +$1,050), Touring ($41,070 +$1,700), Outback Wilderness ($39,670 +$800), Onyx Edition XT ($39,820 +$2,800), Limited XT ($40,920 +$1,050), and Touring XT ($43,520 +$1,700). Pricing includes $1,225 destination and delivery fees.

2023 Subaru Crosstrek subcompact SUV

All 2023 Subaru Crosstrek trim levels get a $600 price increase, including destination and delivery fees. Dealer fees increased by $50 for 2023 Crosstrek trims.

The 2023 Subaru Crosstrek now comes in six trim levels for U.S. customers. The base trim is priced from $24,870, Premium ($26,020), all-new Special Edition ($27,970), Sport ($29,220), Limited ($30,720), and Crosstrek Hybrid ($38,070). Prices include destination and delivery fees ($1,225).

2023 Subaru Ascent 3-Row SUV

The 2022 Subaru Ascent base starts at $35,120, and Premium trims begin at $39,180. The Ascent Onyx Edition starts at $42,520, the upper Limited starts at $42,820, the new Ascent Onyx Edition Limited is priced at $47,520, and the top-trim Touring has a starting MSRP of $49,420. Pricing includes destination and delivery fees ($1,225).

How much did the 2023 Subaru Ascent trim levels increase in price?

The Base trim gets a $1,150 price increase, Premium +$2,710, Onyx Edition +$2,850, Limited +$1,550, and Touring +$2,300.

2023 Subaru Impreza compact sedan and hatchback

All 2023 Subaru Impreza trim levels get a $550 price increase, including destination and delivery fees.

The 2023 Impreza comes in four trim levels for customers. The seven different models come in base sedan ($20,815), base hatchback ($21,315), Premium sedan ($24,215), Premium hatchback ($24,715), Sport sedan ($25,615), Sport hatchback ($25,015), and Limited hatchback ($28,415). Destination and delivery ($995) are included in the prices above. Models with a CVT automatic transmission add about $1,300, depending on the trim level.

2023 Subaru Legacy midsize sedan

The 2023 Legacy sedan now comes in five trim levels. We have included the price increase on each trim after the new pricing. The 2023 midsize sedan starts at $25,415 (+$925) for the base trim, Premium ($27,715 +$975), Limited ($32,465 +$1,025), Sport with a new 2.4-liter turbo engine ($34,915 +$4,630), and Touring XT ($38,715 +$1,025). Destination and delivery fees are included in the pricing above ($1,020).

2023 Subaru BRZ sport coupe

The 2023 Subaru BRZ comes in two trim levels with two transmission options. The BRZ Premium with a 6-speed manual gearbox has a starting price of $29,615 (+$620). BRZ Premium with an automatic transmission starts at $33,115 (+$560). The Limited (6-speed manual) has a starting MSRP of $32,115 (+$660). The Limited with an automatic transmission starts at $33,255 (+$560). Pricing includes destination and delivery fees ($1,020).

2023 Subaru WRX performance sedan

The 2023 WRX comes in four trim levels: Base, Premium, Limited, and GT. All 2023 WRX trim levels get a $1,525 price increase, including dealer fees.

The 2023 WRX 6-speed manual trim level starts at $31,625. The WRX with Subaru Performance Transmission (SPT) is $33,475, the WRX Premium 6-speed manual is $34,125, the WRX Premium SPT is $36,175, the WRX Limited 6-speed manual is $38,515, WRX Limited SPT is $40,765, and WRX GT is $44,415. Pricing includes destination and delivery fees ($1,020).

Subaru's new 2023 model pricing went up, and even with the price increases, Subaru's all-wheel-drive lineup has the third lowest average transaction price among mainstream car brands.

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Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report, where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram. 

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