For Subaru, Success Comes In Threes

It starts at the top.

Under the leadership of the new executive team, Subaru of America is experiencing a significant upward trend. With Jeff Walters at the helm and the strategic contributions of Troy Poston and Tadashi "Tady" Yoshida, the company's success can be measured. 

How is Subaru doing now?

Labor Day marks the unofficial end to summer, and Subaru stays hot. Subaru just posted another consecutive month of yearly month-over-month growth for the Camden, N.J. automaker, its 25th now. After COVID-19 dropped sales in 2021 and 2022, there has been an upward climb. 

Subaru of America (SOA) reported 63,053 vehicle sales for August 2024, an increase of 11.8 percent compared with August 2023 (56,407). SOA also reported year-to-date sales of 437,198, a 6.4 percent increase compared to 2023.

The best leaders don't take credit themselves; they give it to their team members, instilling confidence in the company's future. 

Jeff Walters, President and Chief Operating Officer at Subaru of America, acknowledges the pivotal role of Subaru retailers in the company's growth. 

Walters says, "August marked our 25th consecutive month of growth thanks to Subaru retailers nationwide. Their dedication to being a trusted partner in the vehicle journey remains an important part of keeping our customers satisfied, whether it is for someone purchasing their first Subaru or returning for their next.”

It's what every business dreams about, being a trusted partner with its customers. It's what every automaker dreams of, and it's a dream come true for Subaru's new executive team.

Subaru's success comes in threes. 

Three Subaru vehicles, the 2024 Subaru Crosstrek subcompact SUV, the 2025 Subaru Outback midsize SUV, and the 2025 Subaru Forester compact SUV, lead the way for SOA. It's been that way since I can remember. 

The hot Crosstrek makes a statement. 

In August, the all-new next-generation Crosstrek achieved its best sales month of all time, with 20,396 vehicles sold (surpassing the record of 16,092 set in September 2022), a 47 percent increase compared to August 2023. 

The Crosstrek now moves to the number two spot in SOA's lineup with 115,214 for the year, just 1,773 model sales behind the Forester with 116,987 sales in 2024. 

Troy Poston, the new Senior Vice President of Sales who also started his new executive position in April 2023, says, "Crosstrek, in particular, achieved its best sales month ever, becoming the right match for a steadily growing number of Subaru owners."

Two significant changes for Crosstrek 

Crosstrek sales have been catapulted upward with the addition of the all-new Crosstrek Wilderness trim level. It also helps to have the Crosstrek Sport, Limited, and Wilderness with the 2.5-liter Boxer engine, now manufactured in the U.S. Factory in Lafayette, Indiana. 

Customers can get the trim level and features they want without waiting months to get the model delivered from Japan. Subaru of Indiana Automotive began production of the Crosstrek in May 2023. Check out my report here. 

Subaru of Indiana Automotive dropped the Impreza compact car and shifted its production to Japan to make room for the next-generation Crosstrek at the U.S. plant. It was a smart move by Subaru executives. 

Outback drops a spot.

The 2025 Subaru Outback was the second-highest selling carline in August, with 16,435 vehicles sold, compared to 14,503 in August 2023. The Outback increase 13.3 percent from last August. 

The Outback, being passed by the Crosstrek, drops to third place in SOA's lineup year to date, with 112,342 midsize SUVs delivered through the first eight months of 2024. Outback is up 3.7 percent for the year. 

The next-generation 2026 Outback is expected to arrive sometime next year. Subaru of America has yet to announce the new model change and upgrades, but I'll be here to cover the remodeled Outback details when they do. Stay tuned. Until then, check out my next-generation Outback report here.

Forester sales declined with the change to the new model. 

The Forester was in third place in the big three, with 13,456 vehicles sold in August, compared with 15,294 models delivered to customers in August 2023. Forester was down 12.0 percent for the month. 

The all-new, remodeled sixth-generation Forester arrives from Japan, and Subaru of America has sold most of the 2024 models. 

Subaru explained why the Forester sales were down from August 2023 to 2024. Subaru says, "Forester was down year over year as production ramps up to full capacity." 

I look for the Forester sales to jump back up as the new model inventory catches up with demand. 

Still, Forester is in first place overall, with 116,987 vehicle sales through the first eight months of 2024. Forester increased 28.4 percent year to date. 

Troy Poston says, "This summer season continued to see success with our strong lineup connecting with all types of customers looking for safe and reliable vehicles." 

Subaru's unwavering commitment to customer satisfaction is evident in its 25 consecutive yearly month-over-month growth. Its three new executives are keeping the Subaru brand relevant to a new generation of customers. 

What's next for Subaru of America?

More changes are on the horizon. The Subaru Forester is anticipated to shift production from Japan to the U.S. factory in Lafayette, Indiana. Outback production might also be moving to Japan, creating space for Forester and a new electric SUV, the details of which are yet to be announced. Stay tuned for more updates on Subaru's strategic direction. 

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: Tucson Subaru