by Subaru WRX rapidly ramps up sales after price reductions
After bringing back the base version of the WRX and lowering prices across the model lineup, Subaru managed not only to increase sales but also to revive interest in a model that desperately needed it.
In June, Subaru sold 1,233 WRX vehicles in the U.S. This figure looks modest compared to the 16,288 Foresters and 14,074 Outbacks sold during the same month, however it demonstrates a staggering jump of 252.3% (or nearly 4 times) compared to the 350 WRXs sold in June last year. For the first half of the year, sales of the sports sedan grew by 10.5% — from 6,431 to 7,108 vehicles.
Return of the base version and significant discounts
The return of the entry-level model in January was most likely the main factor behind this growth. Its starting price is $32,495, which is $5,255 cheaper than the cheapest 2025 version. Subaru does not disclose separate sales figures for this trim, but there is no reason to doubt that it has found its buyer, especially among those who plan to modify their WRX with aftermarket tuning and do not want to overpay for factory equipment they intend to replace anyway.
Significant discounts were also applied to the rest of the 2026 WRX lineup. For example, the WRX Premium now starts at $33,995, which is $3,755 less compared to last year. The WRX Limited has also become cheaper — its price starts at $38,995, which is $3,685 less than a year earlier.
Subaru also reduced the starting price of the WRX GT, which comes exclusively with the CVT automatic transmission, by $2,710 — to $44,995. The most performance-oriented version, the WRX tS, now costs from $44,995, which is also $2,710 cheaper.
Forester and Outback successes
The WRX was not the only model to have a successful June. Outback sales, which transformed into a more traditional SUV body style last year, grew by 32.7% — with 14,074 vehicles sold in the past month alone. However, first-half sales are still down by 14.1% — 62,958 units compared to 73,257 for the same period in 2025. Forester sales also grew by 43.6% in June, reaching 16,288 vehicles.
The Forester remains Subaru’s most popular model for the sixth consecutive month, while the Crosstrek posted its best June ever with 16,050 vehicles sold. Subaru noted that hybrids and electric vehicles accounted for over 20% of total sales in June.
Subaru US Sales, 2026
| Model | June 2026 | June 2025 | Change, % | 2026 YTD | 2025 YTD | Change, % |
| Ascent | 3,678 | 3,095 | 18.8% | 19,618 | 21,479 | -8.7% |
| BRZ | 211 | 206 | 2.4% | 1,552 | 1,665 | -6.8% |
| Crosstrek | 16,050 | 15,994 | 0.4% | 87,623 | 90,334 | -3% |
| Forester | 16,288 | 11,343 | 43.6% | 107,854 | 95,972 | 12.4% |
| Impreza | 1,449 | 2,055 | -29.5% | 8,382 | 14,978 | -44% |
| Legacy | 56 | 1,689 | -96.7% | 2,181 | 11,158 | -80.5% |
| Outback | 14,074 | 10,608 | 32.7% | 62,958 | 73,257 | -14.1% |
| Solterra | 218 | 1,175 | -81.5% | 5,137 | 6,501 | -20.9% |
| Trailseeker | 953 | 0 | 0% | 2,436 | 0 | 0% |
| Uncharted | 699 | 0 | 0% | 2,491 | 0 | 0% |
| WRX | 1,233 | 350 | 252.3% | 7,108 | 6,431 | 10.5% |
| TOTAL | 54,909 | 46,515 | 18.1% | 307,340 | 321,775 | -4.5% |
Interestingly, Subaru’s overall sales year-to-date are still trailing last year’s figures by 4.5%, indicating some market instability. At the same time, the aggressive pricing strategy for the WRX appears to have worked as a targeted stimulus, allowing the model to surge ahead sharply. It is worth noting that despite the impressive growth of the WRX in June, its share of the brand’s total sales volume remains small — around 2.2%. This underscores that Subaru’s main drivers remain crossovers and SUVs, such as the Forester, Crosstrek, and Outback. Reducing prices on the WRX may be part of a strategy not only to boost sales but also to maintain the brand’s image among enthusiasts, which could positively impact customer loyalty in the long term.
