by Overall Sales Decline
Subaru sales fell by 3.6% last year, and this slide is accelerating as the company endured a terrible February. Deliveries dropped by 8.2% to 45,113 units, and almost every model showed a double-digit percentage decline.
Bright Exceptions
The only bright spots were the Forester and the BRZ. Crossover sales soared by 24.9%, reaching a new February record of 17,919 units. This was undoubtedly driven by the expanded lineup, which includes a hybrid variant as well as a more off-road-oriented Wilderness version.
Subaru’s Cheapest BRZ Now Costs Nearly $4K More Than A Mustang
BRZ sales increased by 13.5%, but this equates to only an additional 33 units. This is hardly worth celebrating, but we will still praise the buyers, as they made a good choice.
Massive Decline of Other Models
The rest of the sales chart looks like a bloodbath: the Impreza fell by 48.2%, and the WRX dropped by 40.6%. The Crosstrek showed a decline of 10.4%, and the Solterra by 20.8%.
Problems with the Refreshed Outback
The questionable Outback redesign seems to have repelled buyers, as sales fell by 24.3% to 8,787 units. This is an inauspicious start, and the high starting price is likely partly to blame. As previously reported, the model starts at $34,995, which is $5,000 more expensive than its predecessor.
Hopes for the Future
While Subaru sales are taking a hit, help is already on the way. The brand is bringing back the base WRX trim, which will lower the entry threshold by $5,255. The company also recently reduced Forester prices by up to $2,015, and two new electric vehicles will soon join the lineup.
The Uncharted model starts at $34,995, while the Trailseeker will cost $39,995. Both are significantly cheaper than their Toyota counterparts, but electric vehicles today have popularity comparable to ayatollahs.
The Big Picture
Although Subaru tried to present the situation in a positive light, year-to-date sales have fallen by 8.6%. This follows a 9.1% sales drop in January, and if the trend continues, Subaru faces another disappointing year.
Subaru US Sales for February 2026
Model / February 2026 / February 2025 / Change / YTD 2026 / YTD 2025 / Change
Ascent / 3,034 / 3,382 / -10.3% / 5,851 / 6,495 / -9.9%
BRZ / 277 / 244 / +13.5% / 515 / 468 / +10%
Crosstrek / 11,480 / 12,818 / -10.4% / 22,776 / 25,443 / -10.5%
Forester / 17,919 / 14,347 / +24.9% / 33,740 / 27,295 / +23.6%
Impreza / 1,258 / 2,429 / -48.2% / 2,414 / 4,858 / -50.3%
Legacy / 607 / 1,664 / -63.5% / 1,370 / 3,260 / -57.9%
Outback / 8,787 / 11,601 / -24.3% / 17,070 / 22,395 / -23.8%
Solterra / 733 / 925 / -20.8% / 1,305 / 1,977 / -33.9%
WRX / 1,018 / 1,715 / -40.6% / 2,229 / 3,288 / -32.2%
TOTAL / 45,113 / 49,125 / -8.2% / 87,270 / 95,479 / -8.6%
These figures clearly show how crucial the Forester’s success is for the brand, as it is literally carrying the entire volume. The Outback situation is the most concerning, as this model has traditionally been one of the company’s pillars in the US. The success of future electric models like the Uncharted and Trailseeker will be critical in the long term, especially given the overall market skepticism towards electric vehicles. The price reduction strategy for individual models may be a temporary solution, but to stabilize the situation, Subaru will likely need a deeper reassessment of its product offering and marketing messaging for the American consumer.
