Subaru Knows Its Forester Buyers And It Could Backfire On Them
Subaru Forester buyers are aging out.
Interesting data about the all-new 2025 Subaru Forester compact SUV is available. A report from Automotive News says Subaru knows its customers well, and it designed the new Forester accordingly.
The Forester, with its unique selling points, was once the go-to compact SUV for active individuals who wanted to escape the city and into the wild. But that could be changing.
You're getting older.
Automotive News says that Subaru Forester buyers are older than the average in the auto industry. However, Subaru hopes to attract younger buyers — the average age of a Forester buyer today is 62 versus 60 for the auto industry — to the retooled, sixth-generation Forester.
Read my "The New Subaru Forester, It’s Good To Be Square" report here.
Subaru is catering to an older demographic with the new Forester.
According to Automotive News, Forester buyers are increasingly seeking more 'creature comforts and connectivity ', which are the major focus areas of the latest Forester. These include advanced infotainment systems, enhanced safety features, and luxurious interiors.
Find out more in my "Subaru Just Improved Forester’s Worst Feature" report here.
The Forester, with its competitive edge, competes in the most competitive segment.
The all-new 2024 Forester has better-than-average ground clearance (8.7 inches) and competes in what is arguably one of the industry's most competitive segments. The segment is dominated by the Toyota RAV4, Honda CR-V, and Nissan Rogue.
Here are the top ten small SUV sales leaders for the first six months of 2024.
- Toyota RAV4 - 248,295
- Honda CR-V - 196,204
- Nissan Rogue - 141,160
- Chevrolet Equinox - 106,456
- Subaru Forester - 92,849
- Hyundai Tucson - 92,146
- Subaru Crosstrek - 79,500
- Honda HR-V - 76,263
- Ford Escape - 74,538
- Mazda CX-5 - 70,214
The Subaru Forester is Subaru of America's best-selling model and is among the top five best-selling small SUVs. However, it still has a long way to go to catch the RAV4, CR-V, and Rogue.
Watch what they do, not what they say.
If Subaru wants to attract a younger buyer than 62, what they are doing is different from what they say. The new, remodeled Forester is getting more comfortable for buyers, which will attract older buyers, not younger ones.
AN says, "For the first time in a Subaru, emergency stop assist activates if the driver becomes unresponsive to warnings while using advanced adaptive cruise control. The new standard safety feature will stop the vehicle, activate the hazard lights, and unlock the doors. Subaru's Starlink connected services will place a call to emergency services."
The new Forester also has an optional surround-view monitor that offers a 360-degree overhead view of the vehicle and surroundings. The system combines images from four vehicle cameras to create a single image with a birds-eye view of the area around the whole vehicle.
You wanted more comfort.
On the top-of-the-line Touring trim, the smart rear-view mirror provides a clear view behind the vehicle even when cargo or passengers block the back glass. Also optional for the first time on a Subaru, a new kick sensor-activated hands-free power rear liftgate enables users to open and close the rear gate automatically simply by placing a foot under the rear bumper cover.
Given the shift towards more comfort and luxury in the new Forester, the question arises: how will Subaru keep younger customers interested in the next-gen Forester?
A younger demographic wants those features, too, but they also want a vehicle that can take them off-road and away from civilization. If Subaru wants to attract a younger buyer to the Forester, it may have become too upscale.
Let's get away.
However, Subaru offers Forester Wilderness to customers who value the outdoors. The only problem is that the next-generation Forester Wilderness is not ready yet. The 2024 Forester Wilderness will carry over through the 2025 model year, and the new outdoor-themed Forester Wilderness has not yet been announced.
I would say the new Forester Wilderness is another year away from making its U.S. launch. The summer of 2025 launch would be perfect for summer road trips into the outdoors.
Subaru doesn't make many mistakes. They have it all calculated.
Will making the Forester more comfortable backfire on Subaru to attract younger customers? Subaru retailers will direct them to the smaller, new-gen Crosstrek Wilderness. It's now the top pick for a younger buyer looking to get further off the grid. If they want a larger vehicle, there's the Outback Wilderness.
It's Your Turn.
Is the Subaru Forester getting too luxurious? 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 SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.
Photo credit: Tucson Subaru