What's up with the new 2025 Subaru Forester?
One thing that is not up is the new 2025 Forester sales. In fact, sales of the next-generation 2025 Forester compact SUV have been down and have dropped for five consecutive months.
Is there something wrong with the newly remodeled 2025 Forester? In this report, I'll explain what is happening and why all-new Subaru Forester sales are on a significant downward trend.
Until June 2024, Forester sales were on an upward trend, and it was the top-selling vehicle in Subaru of America's all-wheel-drive lineup. But not after the new 2025 Forester arrived.
The next-generation Forester is showing a decrease in demand. The new Forester should be selling well because of its complete redesign, and it's an excellent compact SUV. However, the opposite is happening.
Subaru of America is not saying why Forester sales are down.
Troy Poston, Senior Vice President of Sales at Subaru of America, says, "Our vehicle lineup, including Crosstrek and Forester, comfortably fits the needs of more and more drivers. We look forward to closing out the year successfully and to welcoming in a great New Year with our Subaru family."
Five consecutive months is a significant trend.
The Forester's sales have dropped for five consecutive months, as SOA reports that they delivered 14,843 compact SUVs in November compared with 15,089 models in November 2023—a sales decrease of 1.6 percent.
It's not a massive drop in sales, but the Forester's drop in November marks the fifth 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 downward spiral.
Here are the last five months of Forester's decline in sales performance.
- July -26.4%
- August -12%
- September -13.9%
- October -13.2%
- November -1.6%
Despite Forester's sales drop, The new compact SUV was the second-highest-selling carline in November, with 14,843 vehicles sold. In contrast, the hot Subaru Crosstrek, which appears unbeatable, achieved its best November ever with 16,948 vehicles sold, a 13 percent increase compared to November 2023, and it's the fifth month in a row that Crosstrek is the top performer by volume.
The Crosstrek's success is the Forester's loss.
Did you catch that? The Forester dropped in the last five months, and at the same time, the Crosstrek has been Subaru of America's top model in sales for the past five months. Is there a direct correlation between Crosstrek's increase and Forester's decrease?
There is a direct connection.
Here is the reason why. Forester buyers are older than all car buyers' median age. The average age of a Forester buyer today is 62 versus 60 for the auto industry. The Crosstrek appeals to a younger demographic; however, many older buyers are purchasing the Crosstrek. Read my report here for more details.
A younger demographic uses the Crosstrek to escape the city on the weekends. They use the small SUV for mountain biking, hiking, camping, and trips to the beach. The Crosstrek is a hit with active customers.
However, something surprising is happening because another demographic is purchasing the Crosstrek, too.
It's not just for the camping crowd.
I recently wrote a report that the Crosstrek is confounding dealers. The next-generation Subaru Crosstrek is attracting older buyers. Empty nester in their 60s are now purchasing the new Crosstrek.
Jeff Williams, the Subaru National Retailer Advisory Board chairman, spoke with Automotive News recently.
Williams says, "Or we see it go the other way, where some retirees that have had several Outbacks or Foresters and now it's just the two of them, and they're empty nesters, and they don't need the big car anymore; they want to downsize a little bit and to do so, they look at the Crosstrek."
The Crosstrek is blurring demographic lines.
"It's been interesting. I didn't anticipate the second scenario happening as often as it does. I thought the car would appeal more to the younger buyer, and it's appealing to both. It's appealing now to older buyers who are buying more Crosstrek models. The demographic still skews younger, but (more) of the baby boomers are buying that vehicle as well, which is, I think, extremely interesting," Williams says.
Many buyers are paying cash for their new Subaru.
And there's more going on at Subaru retailers. The older Crosstrek buyer has more cash reserves and doesn't have to finance their new car. Williams says, "But it's a changing market. We've seen many cash buyers over the last 18 to 24 months. There's a lot of money in the market, for sure."
Older buyers are looking at the Forester, seeing its price tag, and then checking out the more affordable Crosstrek. The older demographic doesn't need the larger Forester because they don't have kids to haul around.
Subaru Crosstrek has everything they need.
The 60-something-year-old buyer can get a less expensive Crosstrek all-wheel-drive small SUV with all-weather capability, enough room to carry what they need, and it's more affordable. They can get a quality vehicle without breaking the bank.
Why spend more if you don't have to?
Check out the price difference.
The 2025 Forester had a significant price increase. Here is the new pricing.
The 2025 Forester comes in five trim levels:
- Base - $31,115
- Premium $33,415
- Sport $35,915
- Limited $37,415
- Touring $41,810
Pricing includes destination and dealer fees ($1,420).
It's important to note that Forester Wilderness is a carry-over model with no changes for the 2025 model year. The price is $36,340, including destination and delivery fees.
What is the price of the 2025 Subaru Crosstrek? The 2025 Crosstrek comes in five trim levels:
- Base - $27,115
- Premium - $28,365
- Sport - $30,915
- Limited - $32,815
- Wilderness - $33,915
The 2025 Crosstrek pricing includes destination and delivery fees ($1,420).
Conclusion:
The 2025 Forester is an excellent compact SUV. Despite its drop in sales, Subaru of America is not worried. The popular Forester's five-month drop in sales performance has a lot to do with the economy. Many seniors look at the Forester and compare the price with the Crosstrek and can get an excellent all-wheel-drive vehicle for about $5,000 less—and even more so on the upper Touring trim level.
Which one would you buy?
Are you checking out the next-generation 2025 Forester or will you consider the 2025 Crosstrek instead? 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 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 Tucson Subaru
Comments
Just bought a 2025 Forester…
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Just bought a 2025 Forester Limited. Never even considered the Crosstrek. I am 62 which fits the report to a tee. Married, no kids at home. More comfortable in the larger Forester.
Own a 2016 Forester Limited…
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Own a 2016 Forester Limited. Only negative is the continuous variable transmission. Horrible! The new Forester front end looks like a Ford Explorer. Horrible!
I think the reason has more…
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I think the reason has more to do with the "new" infotainment screen in the 2025 that did away with the non-distractive, intuitive HVAC controls. I've heard it referred to as the "screen from hell".
People that want the…
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People that want the Forester size suv are buying other brands that have a hybrid option and more power with the same amenities
I’m a teacher. It’s the…
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I’m a teacher. It’s the economy.
I’m 59, and have had a number of Subarus.
I just traded in a ‘19 outback for a used Toyota Rav-4. I looked at the Xtrek, which was in my budget, but the Rav had more cargo room for the money, and it didn’t have the CVT…. so I think the Toyota will last longer.
The forester is bigger than either of them, and it’s a great car but the price is at least $10K more than it was a decade ago. Interest rates are not good either. So I have effectively been priced out of a Subaru.
I am 68 years old and…
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I am 68 years old and currently have a 2017 Outback. I am holding out on buying a new vehicle until the 2025 Forester Hybrid is introduced the summer of 2025.
Forester loss its appearance…
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Forester loss its appearance with the hood scoup and Turbo elimination, the price tag is too high and the trimming is uglier again, need the 2003@2009 good looking. All Subarus price is too high for the middle lower classes, I’ve been looking for one but can’t fit my budget.
Hi Denis, back in 2022, when…
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Hi Denis,
back in 2022, when shopping for a new vehicle, I did not even consider a new Forester because the HP-weight ratio was not good (my previous car was a 2008 Forester XT). I did, however, consider a 2022 Crosstrek, because the HP-weight ratio was better. I eventually purchased (cash) an Outback XT, which is the longest vehicle I've ever owned. As an empty-nestor, I'd prefer that Subaru equip the Forester, or the Crosstrek, with considerably more power and torque, either turbo or hybrid. That way, they'd have an all-round model that's very useful on the highway yet park-able in the city.
We really love our Crosstrek…
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We really love our Crosstrek. We're in our early 70s. We first test drove a Forester. I thought to myself it seemed a too big for us but didn't say anything. A former colleague of my wife raved about her Forester and I thought my wife wanted a Forester too. When she test drove the Forester she commented it seemed too big. Back at the dealership we tried the Crosstrek: SOLD! Perfect size for us. At our age we won't need another car but if we do it'll be a Crosstrek!!!🤩
I’m 71 and happily own a…
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I’m 71 and happily own a 2019 Forrester with less than 75,000 miles. I’ve been wanting a hybrid and have been waiting for the 2025 Forrester Hybrid but when having my current car serviced was loaned a nice little Crosstrek. Have also been thinking I want to downsize AND buy a hybrid which takes me away from Subaru. Decisions! Decisions! Decisions!
You nailed it. We're in the…
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You nailed it. We're in the over-60 demographic and purchased a 2023 Crosstrek Outdoors (a Canadian-only model, I think). There were two main reasons. The first is that it had the 2.5-engine, which gave it better performance characteristics, and the second is that being empty nesters, we didn't need a larger vehicle and the larger price tag that went along with it.
We are over 60 and own a…
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We are over 60 and own a 2022 Subaru Forester.
We love the Subaru Forester for the stuff we can take with us offroad.
We will be in the market for a 2026 Forester.
We started with a 2019 Crosstrek and after 2 years we found it too small for us.
Debbie and Joe Engel
We went from a 2016 Impreza…
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We went from a 2016 Impreza to a 2023 Outback (empty nest ages 58 and 62). We didn't like the Forester because it drives like a truck and wasn't long haul comfortable. We were aware that the Crosstrek would be too small because the Impreza was. Most of our city driving is on ebikes and transit, or involves 4-5 people or hauling stuff or bad weather. We wanted the room and hauling capacity for loaded long distance touring with our bikes, kayaks, and gear. If we wanted something smaller the crosstrek would be the thing. Our son bought the Impreza and the Crosstrek is his next move.
That is the worst written…
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That is the worst written article I think I have ever read, author says sales are down in a dozen different ways for a dozen paragraphs without adding anything new to the conversation. I checked out after that.
I've owned 3 Foresters. It's…
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I've owned 3 Foresters. It's no wonder sales are down. The Forester was once a great value, a bargain. It no longer is. It's still a great vehicle, but not the same value that attracted so many buyers in the past. What a shame.
I’m on my 8th Outback and…
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I’m on my 8th Outback and wouldn’t have any other car.
Have you driven a '25…
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Have you driven a '25 Forester? They suck. That's pretty much the whole thing. Subaru just took all the fun right out and added an enormous screen. Went to replace a totaled '16 Forester this fall and we ended up with a '23 after trying out a '25 and some other models.
The 2025 forester has gone…
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The 2025 forester has gone to an 11 inch infotainment screen discontinuing the 8 inch screen with physical buttons. That’s why I walked away.
I am a 78 year old senior…
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I am a 78 year old senior and I own a 2021 Crosstrek and am seriously considering a 2025. My only misgiving is that you can no longer get a manual transmission which is what I have now and I still love to row my own.
I traded in my 2015…
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I traded in my 2015 Crosstrek on a 2024 Crosstrek Wilderness. In the 140,000 miles I put on the 2015 and a total of 210,000 on a 2015 and 2018 BRZ, I have had several models of Subaru SUVs during service. The Crosstrek feels the most stable and nimble. The turbo Outbacks are fast and stable, but the Crosstrek is more nimble and seems to brake better as well as feeling more stable.
Loved both BRZ, especially the 2018 TS.
It’s fugly and no longer…
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It’s fugly and no longer looks like a Subaru but a conservative, generic, Americana design by Toyota.
I1 would get the crosstreck…
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I1 would get the crosstreck again. Looked at the forester last time I bought and decided on the less expensive crosstrek. Would do so again. Save a bit of money.
I am from Australia and…
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I am from Australia and purchased a 2024 August built in Japan Forester, the navigation system is so bad, particularly the speed indicator which does not read the speed signs on the road as some do, there are no upgrades available so I told my dealer to refund my money and take the car back
Just traded my wonderful…
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Just traded my wonderful 2023 CrossTrek Limited for a 2025 Forester Touring mostly to get the heated steering wheel. This is my 10th Subaru. I also own two Ascents, a 2019 and a 2024, both with a heated wheel. I will take a hard look at the 2026+ hybrid next year when they are expected for delivery. My heated seats get too hot on high. Used mostly on medium or low. That end of my body seems especially sensitive.
I am still a Forrester fan…
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I am still a Forrester fan and part of the older group (75), but I am waiting for the Forrester Hybrid to come out next year.
Most of the same points…
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Most of the same points raised already:
1 - $$$
2 - Bog ugly. When it first came out, people said, 'It's new, it'll grow on you.' It hasn't.
3 - No hybrid. Vague timeline for hybrid. No excuse.
4 - Same underpowered, single-engine choice.
5 - Boomers have hundreds of CDs. Shouldn't have dumped the CD player.
My husband and I are in…
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My husband and I are in search of new vehicle and considered the new Forester until we heard the heated seats only go up to 90 degrees. Not acceptable if you live in New England! No wonder they're sales are down for this vehicle!
I have a 2020 Forester. I…
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I have a 2020 Forester. I love the car. It is pretty and fast (jack rabbit). I think the lower sales are from all of the previous buyers are happy with their cars and do not need a newer one.
I came very close to buying…
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I came very close to buying a Crosstrek Limited but changed my mind for two reasons. Forester is expected to be more somewhat more reliable and the new Forester is quieter than even the older model Foresters and definitely so than Crosstrek. For the same price as Crosstrek Limited, I bought a 2025 Forester Premium which has more than enough features. They are both not performance (0 to 60 mi mostly) but suites this old man fine.
We bought a 2025 Forester…
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We bought a 2025 Forester about 13 days ago. 9 days ago, it broke down on my wife's way home. Approximately around 8am, after climbing one of the many hills she drives on a daily basis. What happened was that every "idiot" light came on. All temp warning lights came on and the temp guages were almost maxed out. The oil temp and transmission temp were almost maxed too. She hadn't noticed the seats not being warm enough for her. That was the least of her worries. So she calls the dealer and the first thing they said after she explained what had happened was, Dont drive the car any further. They didn't provide a tow or pick-up. Thankfully we have a triple A membership. Unfortunately it took them 4hrs to pick up the car and bring her and the car to the dealership. Luckily she had the notion to stop at a friend's house so she could stay warm. Once at the dealership the employees were in shock to see her and the car. Once it was put on the lift and the diagnostics were done, the end result was a bad transmission. The car only had 300 miles on it. We only had it in our possession for 9 days. That sucks more than the not so warm seats. One of the problems from Subaru is that they know about the transmission issues. Our nephew has an Asent that he has had the transmission changed 3 times. We are not new to Subarus. We have never had issues with any of our past Subarus. Friends and associates are all telling us to get rid of this car. What's your opinion on the transmission issues? Would you give it back? To appease us, they supplied us with a curtesy car. Yes it's another Forester. It's a "base" model, not a Limited as she purchased
Dealer says they need to contact Subaru to get an official transmission technician to check and review the "issues" with the findings. They wouldn't even give us a time-line as to when we may get our car/SUV back. We have the courtesy car for at least 7 or 10 days. Then we have to contact the dealer to see what's going to happen next. My wife works overnight shifts so we needed a dependable car. The 2015 Forester we sold had 151,000 miles on it and it's still going strong. New isn't always better
To many electronics in the 2025 Forester. Hopefully, issues will be resolved. Merry Christmas and Happy New Year.
Pagination