by Unexpected Leader Amidst the Decline
Just weeks after Subaru ended production of the Legacy, this model turned out to be the only car that showed sales growth last month. This is, to put it mildly, awkward.
Legacy Sales Details
Customers purchased 1,884 Legacy sedans last month. This is 8.3% more than a year earlier and is the only bright spot in an otherwise gloomy September.
The only other Subaru sedan, the WRX, fell by 51.8% to just 640 units. This means its sales were almost three times lower than those of the “zombie” model.
Electric and Sports Model Issues
The bad news doesn’t end there, as even the expiration of the tax credit couldn’t boost Solterra sales. Sales fell by 58.8% to 443 units, although this was likely influenced by a stop-sale order and the significantly improved 2026 model.
Staying in the sports car segment, the BRZ found only 177 buyers. That’s 475 fewer than the Toyota GR86, and the situation is unlikely to improve as the 2026 model costs $2,650 more than its predecessor.
Crossovers and Future Expectations
The veteran Ascent continues to be a burden, finding only 3,073 buyers. This is 47.1% less than a year ago, and it’s also getting more expensive for the 2026 model year.
The Outback wagon showed an 11.3% drop to 12,406 units but became Subaru’s second best-selling model. This is important to note as the company took a risk and transformed the 2026 model into a crossover resembling the Wagon Queen Family Truckster.
The updated Outback is expected to arrive at dealerships by the end of this year, with a starting price of $34,995. This is $5,000 more than the old model, and such a significant price increase could affect its popularity – if the design doesn’t do it first.
Subaru Sales in September
Model Sep-25 Sep-24 % Change 2025 YTD 2024 YTD % Change Monthly Monthly Monthly YTD YTD YTD Ascent 3,073 5,809 -47.1% 31,316 42,614 -26.5% BRZ 177 291 -39.2% 2,284 2,323 -1.7% Crosstrek 14,321 16,633 -13.9% 142,725 131,847 8.3% Forester 10,954 13,111 -16.5% 133,037 130,098 2.3% Impreza 2,109 2,437 -13.5% 22,104 23,073 -4.2% Legacy 1,884 1,739 8.3% 17,047 14,642 16.4% Outback 12,406 13,991 -11.3% 116,413 126,333 -7.9% Solterra 443 1,074 -58.8% 9,972 9,137 9.1% WRX 640 1,329 -51.8% 8,139 13,545 -39.9% TOTAL 46,007 56,414 -18.5% 483,037 493,612 -2.1%
Subaru’s overall sales decline of 18.5% for the month and 2.1% year-to-date indicates structural problems in the model lineup. The growing popularity of the discontinued Legacy may indicate buyer nostalgia or a reaction to the discontinuation announcement. The future of the brand will largely depend on the success of the updated Outback, whose new pricing strategy and design will be tested by the market in the coming months.
