The Subaru WRX, Impreza, and BRZ - Storm Clouds Are Gathering

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The Subaru WRX, Impreza, and BRZ all have an extended period of declining sales. Will Subaru make significant changes to the three models, or will it be business as usual? There could be difficult choices ahead for the Japanese automaker. 

The Subaru WRX, Impreza, and BRZ dilemma.

The Subaru WRX sports car, Impreza compact hatchback, and BRZ sports coupe are not just vehicles in the Subaru of America (SOA) lineup; they are the backbone of the brand's performance and innovation. Their significance cannot be overstated. However, they are all in a significant sales decline that is becoming concerning. 

I wouldn't discuss the subject if it were only a few months of decline. However, more than a year of sales decline for the Subaru WRX is going on, and the BRZ and Impreza models are not far behind. 

Before I look at Subaru's dilemma and what's happening with the three models, here are the sales performance numbers for July and the year.

WRX keeps dropping

The WRX has decreased in sales for 13 consecutive months.

SOA reported they sold 1,369 WRX sports cars to performance enthusiasts in July compared with 1,894 in July 2023. That's a decrease of 27.7 percent. The WRX is down 38.2 percent for the year, with 10,664 sports cars delivered in the first seven months of 2024. They had 17,267 models sold in the same period in 2023.

Impreza should be doing better.

The Impreza compact hatch received a complete redesign, but sales keep falling

SOA reported they sold 2,578 Impreza compact hatchbacks to customers in July compared with 2,800 in July 2023. That's a decrease of 7.9 percent. The Impreza is down 20.9 percent for the year, with 17,470 compact cars delivered in the first seven months of 2024. They had 22,0917 models sold in the same period in 2023.

The BRZ can't keep pace.

BRZ is fast on track but is slow in sales performance. 

SOA reported they sold 271 sport coupes to driving enthusiasts in July compared with 311 in July 2023. That's a decrease of 12.9 percent. The BRZ is down 40.3 percent for the year, with 1,685 sports coupes delivered in the first seven months of 2024. They had 2,823 models sold in the same period in 2023.

All three Subaru models are viable vehicles and have a place in Subaru's all-wheel-drive vehicle lineup. However, the only models performing well are the Forester compact SUV, the Crosstrek subcompact SUV, and the Outback midsize SUV. All three are producing stellar results.

What needs to happen?

Let's start with the WRX performance sedan. The WRX received a remodel in 2022, and Subaru did an excellent job with the redesign. We are seeing the importance of having the Subaru WRX STI high-performance model missing from the lineup.

Subaru Corporation discontinued the higher horsepower STI for reasons beyond the Japanese automaker's control. The electric vehicle climate in 2021 was running full speed ahead, and Subaru feared the STI would get left behind because of its high-octane engine and performance. 

Subaru was too quick to pull the plug. 

But now that the EV climate has cooled off significantly, in hindsight, Subaru Corporation should have kept the STI and slowly transitioned to hybrid power and eventually an all-electric STI. 

I think dropping the STI gave the wrong message to Subaru's faithful performance fans. It told them you aren't important enough and must wait until we develop an environmentally friendly performance car. 

Now, Subaru is experiencing a decline in the WRX. It's a great sports car, but it's no STI. The faithful fans are voting by staying away. 

The Impreza is in Crosstrek's shadow.

The reason why the Impreza sales are falling is because the all-new Crosstrek is stealing its thunder. The Impreza hatch received the same redesign as Crosstrek rides on the same chassis, has the same engines, and has nearly identical upgrades inside and out with the same body style.

The big difference is that the Impreza hatch has lower ground clearance and cannot match Crosstrek's off-road and outdoor-themed features. 

The same demographic is looking at the Impreza as the Crosstrek. They are first-time buyers or are trading in an older vehicle and buying their first new car. When they compare the two, they choose the Crosstrek. And the Impreza lives in the Crosstrek's shadow.

The GR86 is competition for the Subaru BRZ.

Subaru BRZ sales are dropping, and Toyota GR86 sales are significantly up. The GR86 is not a better vehicle than the BRZ; it has more exposure to those looking for a sports car. Toyota has twice as many dealers as Subaru, and buyers can find the GR86 more easily. 

Subaru dealers are stocking very few, if any, new 2024 BRZ sport coupes, so buyers go next door to the Toyota dealer and buy a new GR86 that Toyota has in its showroom. 

What about the Subaru Legacy?

The Legacy sedan is another model that is experiencing a decline in sales. Subaru has made the tough decision to discontinue production of the Legacy sedan. Subaru will use the freed-up space on its assembly line to build the new Forester in its U.S. plant in Lafayette, Indiana. 

The WRX, Impreza, and BRZ are all made in Gunma, Japan. I would be surprised if Subaru were to drop any of these models. The Japanese automaker will likely make changes. 

What's next? 

The prolonged sales decline of the Subaru WRX and the BRZ and Impreza models following suit is not just a trend; it's a serious concern for the brand's performance car future. The impact of this decline on the brand's future cannot be ignored.

Will Subaru make significant changes to the WRX, Impreza, and BRZ? Or will it be business as usual? The future of these models is shrouded in mystery, and as I keep my ear to the ground, I'll be sure to bring you the latest updates.

What changes would you make to the WRX, Impreza, and BRZ? How can Subaru regain its lost ground in the performance car and compact car market? Click the red 'Add new comment' link below and let us know. 

I am Denis Flierl, a top Torque News reporter 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 SubaruReportAll Subaru, WRXSTI, @DenisFlierlFacebook, and Instagram.

Photo credit: Subaru USA

Submitted by Shelly (not verified) on August 7, 2024 - 10:43AM

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I looked at Impreza recently. I didn’t like that they got rid of the sedan. I wasn’t overly impressed with the looks of the Impreza hatchback. I couldn’t even look at or test drive a BRZ bc they are not on the lots! WRX is also a little scarce on the lots. I was looking at 2023 WRX but had a hard time finding any near me. The 2024 went up in price, knocking it out of my comfort zone. So I recently found a 2022 WRX and bought it! I love it! I hope Subaru keeps these models but some changes are needed: bring back Impreza sedan, put more cars on the lots, need to have more Subaru dealers around!

Submitted by Doug Kirkaldy (not verified) on August 7, 2024 - 1:03PM

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Several weeks ago, one of your colleagues wrote that Subaru was going to dump its sporty vehicles. In all but capital letters, you bellowed how untrue this was, don't believe him etc. Now ... Subaru has several product lines ... but only three of them are successful. This is a company that blew through its regular model update time lines, and even then, can't get its full line-up out ( hybrid ? Wilderness ? ) They'll make the Forester in the U.S. but take the
Outback back to Japan. Huh ? This is a company out of sorts. It doesn't seem to know where it's going. It may be too late for a major corporate shake-up. It may be too late to attract a buy-out. Unless Toyota will take pity on it and put it out of its confusion.

Submitted by Geno (not verified) on August 7, 2024 - 9:21PM

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Can't keep facelifting and "refreshing" the same underpowered, boring cars over and over and expect them to set sales records. Ask Nissan. We're an all subaru family right now, eight total, but the current lineup feels like the same cars from 5-6yrs ago. Subaru is getting left behind. Won't be buying another one for a long time, unless they do some serious updating fast.

Submitted by Howard (not verified) on August 7, 2024 - 9:44PM

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Just bought an Impreza RS
It is better than the previous 2022 Impreza Sport I had that was totalled I an accident
Would gave bought a WRX if it was a hatchback
Get rid of the plastic fenders on the WRX

Submitted by Kami-Sama (not verified) on August 8, 2024 - 5:57AM

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First, the BRZ is the only rear wheel drive vehicle that Subaru makes. So all three f the vehicles are not all-wheel drive. Second, the reason sales suck is because the economy sucks. I just bought the new Impreza RS and said goodbye to my precious BRZ. When your interest rate is terrible no one is going to buy any car. The only reason more GR86s are being sold is simply a supply issue. When you have more of an identical thing available you tend to sell more of it.

Submitted by Avery (not verified) on August 8, 2024 - 6:47AM

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I wouldn’t change much of anything about these cars. My 2010 Impreza has 170k miles and when it gets to the point of leaving me stranded these are literally my top three choices. Vehicles are commodities. I’m not going to get a car payment with these interest rates if I don’t need to.

Submitted by Chuck P. (not verified) on August 8, 2024 - 9:56AM

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I would bring back the Impreza sedan and make it a hybrid. I would also raise the ground clearance 3 inches or so. Right now, it's like you stated.....the Crosstrek is the better option of 2 very similar cars and will be moreso if it's getting a hybrid option in 2026. Subaru looks like it's almost trying to kill off the Impreza with bad choices for it and better options in their offerings.

The WRX needs a hybrid version because the gas mileage is sub-par which is probably a reason why it's not doing well.

Submitted by Simon (not verified) on August 8, 2024 - 12:13PM

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Speaking from personal experience: I ended up with an Elantra N-Line for these reasons: still decent performance with less fuel consumption, beautiful interior and tech, Hyundai offering 8year financing (not everybody can afford higher monthly payments, they also need to advertise this in their website, people see higher monthly/bi-weekly payments and run away), and last but not least dealership salesmanship ( the guys from my dealership were far from trying to close, very dissapointing). I think Subaru has great cars but they need to get their butts off the AWD throne and try harder to get to their customers.

Submitted by Cam (not verified) on August 8, 2024 - 3:45PM

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If Subaru brought back the WRX Hatchback option, I would go purchase one right away.
Other than the Golf TDI hatch or the R model, the WRX hatch was the nicest looking hatch out there. I for one, miss that car.

Submitted by Ryan McCloskey (not verified) on August 8, 2024 - 6:50PM

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If they want people to buy their performance vehicles, they need to start actually prioritizing performance again. Going 80% in is not the same as going all in, and Subaru needs to learn that if they want people to care about their sports cars again.

Submitted by Arr Dee (not verified) on August 8, 2024 - 9:10PM

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The common denominator is obvious.
They are cars, a rapidly declining class of vehicle.
Lose the awful plastic cladding on the WRX and bump the HP, improve the interior on the BRZ and same thing bump the HP. Like Mazda, Subaru is a smaller manufacturer, but can learn to be better with more unique styling to succeed the two. As for the Impreza, well it’s lost its way in styling completely and looks just so generically bland.
Not certain what can help it at this point so close to the recent “refresh”.🤮

Submitted by Josh (not verified) on August 9, 2024 - 6:06PM

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I think Subaru made a mistake leaving the hot hatch segment. I used to be a die-hard WRX fan, I had a 2014 WRX hatchback and was absolutely in love with it. The practicality of a hatchback combined with the sportiness of the WRX was the most exciting thing on the market at the time. The problem now is that the most fun affordable sports cars are the Volkswagen gtis and golf r's. There's nothing really in that segment to compete with Volkswagen at this point, and Subaru I think missed an opportunity when they switched over to their new platform not bringing the hatchback back.

Submitted by Leo Marvin (not verified) on August 11, 2024 - 2:24PM

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The WRX is short about 200 hp. Build it to handle aftermarket tuning to 600 hp and they will sell again

Submitted by Matt Gold (not verified) on August 13, 2024 - 7:25AM

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This is what happens when you stop making the product your market wants. Dropping the STi was a huge mistake. Even with the ridiculous ev push, they could have continued to make the STi.

Submitted by Adam (not verified) on August 15, 2024 - 5:36PM

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Subaru has to wake up! People don't like all that plastic garbage on their vehicles. What they should do is make everything paint matched and offer the plastic stuff as a dealer add on for a minimal fee or credit for those that like it. They need more power and update the looks. That's what people want.