Subaru is in a precarious situation with its most popular new SUVs. The Subaru Forester, Outback, and Crosstrek are popular models for Subaru of America, but can Subaru survive with only three?
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Is three enough?
Subaru of America is Subaru Corporation's largest global market, selling nearly 70% of all its models. The 2025 Subaru Forester, 2025 Outback, and 2024 Subaru Crosstrek, which account for almost 80% of all its U.S. sales, are crucial to Subaru's business. This high percentage underscores the company's heavy reliance on these three models, making the current situation precarious.
The other six vehicles, the Ascent 3-Row SUV, Impreza compact hatch, Legacy midsize sedan, WRX sports car, Solterra midsize EV, and BRZ sport coupe account for only 20% of the rest of SOA's sales combined.
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. Check out my report here.
Three are all Subaru can crow about.
Troy Poston, Senior Vice President of Sales at Subaru of America, says, "Another month of strong Crosstrek and Outback sales represents positive momentum as Subaru remains positioned for growth. Likewise, Forester's sustained recognition for outstanding safety continues to drive new and returning customers to the Subaru brand and our retailers."
Three models are very hot.
The Forester compact SUV, Outback midsize SUV, and Crosstrek subcompact SUV account for 294,256 model sales through the first seven months of 2024.
The three models are not just popular; they are thriving in the market.
The next-generation 2024 Subaru Crosstrek is on fire. How hot is it? Crosstrek just set another best-ever record, a testament to its exceptional performance and popularity among outdoor enthusiasts. Read my report here.
Six models are cold.
The Ascent 3-Row SUV, Impreza compact hatch, Legacy midsize sedan, WRX sports car, Solterra midsize EV, and BRZ sport coupe account for only 79,889 model sales in the first seven months of the year.
Subaru will upgrade all three of its top models, which will increase sales even more in the next two years.
Subaru's three top SUVs are not just expected to grow; they are poised for significant expansion.
The next-generation Forester will gain a hybrid trim level next spring, the Crosstrek will gain a hybrid sometime in 2025 or 2026, and the Outback gets a remodel in 2026 with an Outback Hybrid trim to follow shortly after.
Subaru is placing high expectations on the new Forester, and it's a key part of their future plans.
In my recent report, you can read here, Automotive News (by subscription) says Subaru aims to sell 680,000 vehicles in the current calendar year in the U.S. and pins their hopes on the new Forester to get there.
It would require a 7.6 percent increase over 2023. However, U.S. retail sales increased only 6 percent through June to 322,443 vehicles.
Forester makes a switch.
Subaru is counting on the next-gen Forester so much that they are moving its production away from Japan to the U.S. factory in Lafayette, Indiana. Subaru of Indiana Automotive will begin production of the Forester after the last Legacy sedan rolls off the Indiana assembly line.
Forester has to perform well.
Subaru Corporation's CFO Katsuyuki Mizuma said, "This is a high hurdle. But we will boost our sales from August to October, a sales expansion period for us in the U.S. The new Forester will be the key to our sales recovery going forward. The full-scale sales of the new Forester will be a positive factor."
The Forester just earned a top award from Consumer Reports.
In my report, you can read here that Consumer Reports (by subscription) says the Subaru Forester compact SUV is in the top 10 most reliable new cars. CR says the Forester is a beacon of reliability and stands out among all other compact SUVs.
The hot Crosstrek is not slowing down.
The Crosstrek has another best-ever record in July. Crosstrek was the top seller among all Subaru nameplates last month. It achieved its best July ever with 15,318 vehicles sold, a 36 percent increase over the same month in 2023 when SOA delivered 11,241 Crosstreks to customers.
Subaru Corporation's strategic decision to shift Crosstrek Sport, Limited, and new Wilderness trim production from Japan to the U.S. factory demonstrated its commitment to its North American customers. This move not only reduced shipping delays but also enhanced their ownership experience.
Subaru of America introduced the new Crosstrek Wilderness, which was a quick success. Outdoor enthusiasts and those with active lifestyles appreciate the new rugged model. It received significant upgrades as it joined the Wilderness family.
The Outback could regain a top ranking with its remodel.
The 2026 Outback will get a complete redesign and could launch the midsize SUV to new heights. As mentioned above, an Outback hybrid is expected to launch in the U.S. sometime after the remodel.
Subaru needs to do the Outback redesign right. Will they mess with success or stick with the Outback formula? They may do both. Significant changes are coming. Read my report here.
Subaru Wilderness will stay popular.
More Wilderness trim upgrades are coming to add to the Crosstrek, Forester, and Outback popularity. The 2026 Subaru Outback Wilderness will get a complete remodel, and the 2025 Forester Wilderness will also get significant new upgrades. The Crosstrek Wilderness could get minor changes next year.
It's a three pony race.
The Forester, Crosstrek, and Outback are not slowing down. Subaru has big plans for its top three SUVs, and sales should increase. What will happen with the other six models? Legacy is going away, and I'll keep you updated on the other five. Stay tuned.
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 SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.
Photo credit: Subaru
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