A Challenging Year for Subaru
Subaru is not having the year it would like. Sales have fallen by 2.6 percent compared to last year, and while this may not sound catastrophic, it looks particularly bad against the backdrop of an automotive industry that is overall showing strong and profitable results heading into 2025.
Furthermore, Subaru’s perennial hits and new offerings are having problems. And another detail: the car being discontinued is the only true success this year with double-digit sales growth.
Uneven Performance in 2025
In October, Subaru sold 51,036 vehicles in the US. This is 6.5 percent less than in the same month last year. Since the beginning of the year, 534,073 cars have been sold. This slight decline hides a deeper imbalance in their lineup.
The Crosstrek remains the most popular model, having its best October ever with 16,284 units sold and a 7.6 percent year-over-year growth. Beyond this, the rest of the chart looks almost like a flat line on a heart monitor.
Electric vehicle sales are projected to fall by 60% in October, forecasts J.D. Power.
The Ascent showed a drop of 25.4 percent. The WRX is also plummeting (-41.7%), and the Solterra, Subaru’s electric vehicle, experienced a 98.8 percent drop compared to last October. The brand sold only 13 units for the entire month. However, this figure is likely related to the transition to an updated version that is just beginning to arrive at dealers.
Is the Legacy the Unsung Hero?
Against the backdrop of these disappointing results, the Legacy looks confident this year. This mid-size sedan, which is clearly endangered, has increased sales by 15.7 percent this year. This is the only double-digit growth for Subaru.
However, it is worth noting that statistics can be misleading. Subaru has sold only 18,864 Legacy units since the start of the year. Yes, the Crosstrek almost surpassed that figure in just one month of sales.
Still, this is a small, almost symbolic victory. A quiet achiever in a brand that is losing popularity among performance and electric vehicle enthusiasts. Speaking of performance, the BRZ, the charming small car, sold only 182 units in October. This is a drop of 50.1 percent compared to the same month last year.
Another sports model in the Subaru lineup, the WRX, had even worse performance in percentage terms, falling 56 percent to just 720 sales. Perhaps it is time for Subaru to stop teasing fans and finally give them what they have been asking for so long.
Subaru US Sales
| Model | Oct-25 | Oct-24 | Change | YTD-25 | YTD-24 | Change |
| Ascent | 3,747 | 4,402 | -14.90% | 35,063 | 47,016 | -25.40% |
| BRZ | 182 | 365 | -50.10% | 2,466 | 2,688 | -8.30% |
| Crosstrek | 16,284 | 15,928 | 2.20% | 159,009 | 147,775 | 7.60% |
| Forester | 12,769 | 13,431 | -4.90% | 145,806 | 143,529 | 1.60% |
| Impreza | 2,063 | 2,501 | -17.50% | 24,167 | 25,574 | -5.50% |
| Legacy | 1,817 | 1,661 | 9.40% | 18,864 | 16,303 | 15.70% |
| Outback | 13,441 | 13,549 | -1% | 129,854 | 139,882 | -7.20% |
| Solterra | 13 | 1,078 | -98.80% | 9,985 | 10,215 | -2.30% |
| WRX | 720 | 1,637 | -56% | 8,859 | 15,182 | -41.70% |
| TOTAL | 51,036 | 54,552 | -6.50% | 534,073 | 548,164 | -2.60% |
These figures highlight how important it is for Subaru to adapt to changing market conditions. The decline in popularity of sedans in favor of crossovers and electric vehicles threatens the future of models like the Legacy, even despite their current successes. The brand’s further development may depend on investing in new technologies and responding to consumer demands, especially in rapidly growing segments.