The next-generation Forester was supposed to be Subaru's flagship model, but its sales tell a different story. Why isn't the all-new Forester selling better? Are there production issues, or is something else at play?
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Forester sales are in decline.
The Forester has been the best-selling model for Subaru of America, but things have changed. The next-generation Forester is showing a decrease in demand. Is it the lack of inventory or something else? I'll explore what's going on with the new Forester.
Forester takes another downturn.
Four months ago, the Subaru Forester compact SUV was on an unstoppable trajectory, leading all Subaru of America (SOA) nameplates in sales performance. However, Forester's sales performance is trending down. Subaru of America says it's because of slow production.
Subaru of America says, "Forester sales increased to 13,431 vehicles sold as production continues to reach full capacity."
SOA only told part of the story.
The Forester's sales have dropped for four consecutive months, as SOA reports that they delivered 13,431 compact SUVs in October compared with 15,479 models in October 2023—a sales decrease of 13.2 percent.
This decline in sales is significant as it marks the fourth consecutive month of sales decline for the compact SUV. The drop in sales coincides with the arrival of the all-new 2025 Forester in July. Since then, the Forester has been in a sales trend that's down.
Here are the last four months of Forester sales results.
- July Forester is down -26.4%
- August Forester dropped -12%
- September down -13.9%
- October Forester sales performance drops again -13.2%
The good news.
Even with the four-month sales drop, the Forester has increased 17.8 percent through the year's first ten months. Forester has 143,529 sales compared with 121,824 through the first ten months in 2023.
However, it's important to note that the year's first six months were the previous generation of 2024 Forester sales. Forester was the top-selling model, but now the Crosstrek has overtaken the Forester for the number one spot.
The Crosstrek has 147,775 models delivered in 2024 and now leads the Forester by 4,246 models. And it looks like the Crosstrek is unstoppable. Read more in my report here.
Could the Forester's four-month drop in sales be due to limited inventory or something else?
I checked Subaru Corporation's most recent production and export results. Subaru announced that production in Japan decreased 9.4 percent in September, the second month of the decrease.
However, the export of the new 2025 Forester and other models increased by 5.3 percent in September, the first increase in two months. Find out more in my report here. Also, check out the photo above. As I check inventory across the country, I see that there appears to be plentiful Forester inventory levels.
Customers should find more new next-generation 2025 Forester compact SUVs on U.S. retailers' lots for sale. However, sales are slower than expected.
Here is what I think is slowing Forester sales.
I found that Forester buyers are older than all car buyers' median age. A recent report from Automotive News (by subscription) says that Subaru Forester buyers are older than the average in the auto industry.
The average age of a Forester buyer today is 62 versus 60 for the auto industry. However, Subaru hoped to attract younger buyers to the retooled, sixth-generation Forester compact SUV, but this has yet to happen. The younger demographic customers are purchasing the Crosstrek, and families are buying the Outback midsize SUV.
It's also important to remember that Forester buyers fall in the 60+ age category, so they are more likely to wait and see what will happen with the presidential election. The uncertainty of the economy is keeping many seniors on the sidelines.
The 2025 Forester is an excellent compact SUV.
Subaru redesigned the Forester with many new upgrades that customers wanted. The list is extensive. Check out my report here for the new Forester upgrades that set it apart.
The 2025 Forester did increase in price. Here is the new pricing.
The 2025 Forester comes in five trim levels: The Base trim starts at $31,090, Premium ($33,390), Sport ($35,890), Limited ($37,390), and Touring ($38,490). Pricing includes destination and dealer fees ($1,395).
Now that the U.S. Presidential elections are over, Forester buyers could return to the showrooms to buy the new Forester. Subaru of America offers 4.9% APR financing on 2025 Forester models for 72 months with no down payment required. The offer has been extended through December 2, 2024.
An all-new Forester Hybrid will launch next year. This could be a game-changer for the Forester's sales, as customers might be waiting for the more fuel-efficient Forester hybrid trim level to arrive. More information on the Forester hybrid can be found in my report here.
Conclusion:
The popular Forester's four-month drop in sales performance could be a combination of the economy, availability, and customers waiting for the election results. I think Forester customers will now take a look at the next-gen compact SUV.
With its unique features and design, the Forester is an appealing option for customers. It may have taken a hiatus as many compact SUV buyers sat on the sideline, but its allure remains.
It's Your Turn
Are you considering the new 2025 Forester or waiting for the Forester Hybrid? We want to hear your thoughts. Click the red Add New Comment link below and join the conversation.
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: Denis Flierl via Subaru North Orlando
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