Subaru of America Barely Holds On

It was as close as you can get.  

While many automakers experienced a decline in September sales, Subaru of America (SOA) continued its impressive streak with 26 consecutive months of year-over-year growth. Even more remarkable is that only two all-wheel-drive models saw monthly sales gains. I will take a look at these models and their unexpected sales performance. 

Subaru barely makes it. 

SOA reported 56,414 vehicle sales for September 2024, an increase of 0.1 percent compared with September 2023 (56,355). That's about as tight as you can get and still stay ahead with only 59 new cars sold ahead of last year's September sales.  

SOA also reported year-to-date sales of 493,612, a 5.6 percent increase compared to 2023.

Subaru pulls a rabbit out of its hat. 

President and Chief Operating Officer of Subaru of America, Jeff Walters, says, "Subaru's retailers made a momentous push for a successful end of the summer sales season, and we are confident that they will continue to raise the bar."

Two models do the heavy lifting. 

Two Subaru models carry the load for Subaru of America. One SUV is not a surprise, but the other SUV is a surprise. Check out Subaru's unexpected sales performance. 

One you can guess, the other you won't.

Another best for Crosstrek 

The Subaru Crosstrek recorded its best September ever. The Crosstrek is the hottest model in America, and it's not a surprise. The Subaru Ascent was the other SUV with a sales gain over September 2023. That's the surprise. 

The Ascent has been dropping in sales every month for many months. But September was different for the Ascent 3-Row family hauler.

Crosstrek continues its hot streak.

Last month, the Crosstrek subcompact SUV continued to outpace the rest of SOA's models and is the top-selling model. Crosstrek achieved its best September ever with 16,633 vehicles sold (surpassing the record of 16,092 set in September 2022), a 24.7 percent increase compared to September 2023. 

Crosstrek is number one.

Subaru sold 131,847 Crosstrek models in the first nine months, compared with 114,632 models sold in the U.S. in the same period in 2023. Crosstrek is up 15 percent for the year. Crosstrek has moved past the Forester and is now the number-one-selling model for Subaru of America. 

Ascent surprises.

The Subaru Ascent family hauler was the only other all-wheel-drive model that increased in September. SOA delivered 5,809 Ascent 3-Row Suvs to customers compared with 4,599 models in September 2023. That's a 26.3 percent increase. Until September, Ascent sales have been in a consistent decline. 

All other Subaru models decreased in September except for the rear-drive Subaru BRZ, which saw a 7.8 percent gain over September 2023. 

Subaru is up while other automakers drop in sales.

Subaru's consecutive sales gains are impressive compared to the industry leaders. Automotive News (by subscription) reports lackluster sales at the two biggest automakers, General Motors and Toyota. Sales at Chevrolet, GM's largest division, have dropped four straight quarters.

Toyota said September volume slid 20 percent. Deliveries fell 21 percent at the Toyota brand and 15 percent at Lexus, snapping a streak of 19 straight monthly gains at the luxury brand.

September sales fell 7 percent at Honda and 22 percent at Acura. Hyundai said deliveries dropped 9 percent last month, and Kia's sales volume dropped 12 percent last month. 

Subaru held on with two top SUVs leading the way.

It's impressive what Subaru pulled off in September. There were 23 selling days last month versus 25 selling days in September 2023.

Automotive News reports that the aftermath of Hurricane Helene, which caused widespread flooding and disrupted sales in the Southeast, had a significant impact on the industry. Despite these challenges, Subaru managed to hold on, with its top Crosstrek SUV leading the way.

Automotive News says, "Hurricane Helene, which battered Florida and caused catastrophic flooding in parts of Georgia, South Carolina, North Carolina, and Tennessee, also disrupted sales late in the month, a key period for showroom traffic."

Jeff Walters says, "For those retailers impacted by recent storms in the Southeast, we are committed to supporting both them and our customers in their recovery efforts."

How did the Subaru Outback and Forester perform in September?

SOA reported that the Outback midsize SUV was the second-highest-selling carline in September, with 13,991 vehicles sold. Even with solid sales, Outback decreased 3.8 percent. 

The remodeled Forester continued to grow, with 13,111 vehicles sold "while production continues to ramp up to full capacity," says Subaru. The Forester declined 13.9 percent for the month compared with September 2023. The Forester dropped behind the hot Crosstrek to lose its top-selling model status. 

Stay tuned for sales performance reports on all of Subaru's models. 

Are you looking to purchase a new Subaru vehicle this fall? It could be the best time to buy. Check out my report here on why timing is essential. 

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: Competition Subaru