Subaru Is Not All the Way Back

It would take a miracle.

If you regularly read my reports, you know that Subaru of America (SOA) has an impressive streak going. Its sales performance streak is now 28 consecutive months of yearly month-over-month growth, a testament to the brand's resilience and popularity.

That's impressive, but the Camden, N.J. automaker still has a long way to go to beat its all-time best sales performance in one year. Subaru of America's top sales year was 2022, selling 722,280 vehicles. 

Where is Subaru this year?

SOA reported a record in November with 57,690 vehicles delivered to customers, an increase of 8.2 percent compared with November 2023 (53,327). Subaru USA reported year-to-date sales of 605,854, a 5.5 percent increase compared to 2023.

President and Chief Operating Officer of Subaru of America, Jeff Walters, said, "We appreciate that Subaru continues to be recognized among the top automotive brands for overall driving experience, handling, ride comfort, and much more. Together, this demonstrates our commitment to building great cars while supporting our customers and the communities where they live."

Let's do the math.

SOA must sell 116,427 vehicles to its U.S. customers in December to eclipse its previous all-time record. That's not impossible, but it would be a miracle if they did it. They would have to sell double the amount of Crosstreks, Foresters, Outbacks, and other models to make it happen.

How many of the top models are they selling?

SOA reports that the third generation 2024 Crosstrek subcompact SUV achieved its best November ever with 16,948 vehicles sold, a 13 percent increase compared to November 2023, and its fifth month in a row as the top performer by volume. 

The newly-redesigned 2025 Forester compact SUV was the second-highest-selling carline in November, with 14,843 vehicles sold. The 2025 Outback midsize SUV sales increased to 14,004 vehicles sold. 

In other notable sales performance, the 2024 Solterra EV "continued to see sales growth, achieving its best November ever, up 13 percent over the previous year," says Subaru.

A report from Automotive News says sales are getting a boost from growing inventories and rising incentives. Some automakers, looking to reach annual sales goals, launched year-end holiday deals earlier.

"The consumer may surprise us a bit in the coming months," said Charlie Chesbrough, senior economist at Cox Automotive: "There may be more pent-up demand than we imagined as consumers put the national election behind them and take stock of the better loan rates, improved financing deals, and a lot more incentives. After a relatively slow summer, the retail market seems to be coming alive at year's end."

Where is Subaru's new model inventory?

Along with nine other automakers, Subaru has the lowest inventory, with its day's supply well under the industry average," Cox Automotive said. However, Subaru's Crosstrek, Forester, and Outback inventory has improved substantially this fall. 

Troy Poston, Senior Vice President of Sales at Subaru of America, said, "Our vehicle lineup, including Crosstrek and Forester, comfortably fits the needs of more and more drivers. We look forward to successfully closing out the year and welcoming a great New Year with our Subaru family."

Closing out the year will take a massive effort for Subaru of America to have its best year ever. They are getting close, but they still need to be closer. Stay tuned, and we'll see how SOA finishes the year.

Will you be shopping for a new Subaru model before the end of the year? Tell us which one you'll be looking at by clicking the red Add New Comment link below and let us know.

I am Denis Flierl, a Senior Torque News Reporter since 2012. My 30+ year tenure in the automotive industry, initially in a consulting role with every major car brand and later as a freelance journalist test-driving new vehicles, has equipped me with a wealth of knowledge. I specialize in reporting the latest automotive news and providing expert analysis on Subaru, which you'll find here, ensuring that you, as a reader, are always well-informed and up-to-date. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

Photo credit: Denis Flierl via Adventure Subaru