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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 SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

Photo credit: Subaru USA