Subaru BRZ and WRX Sales Are Tanking

[AVANTI R5]

https://www.motor1.com/news/735814/s...sales-tanking/


As if we needed more evidence that enthusiasts make up a small minority, Subaru's fun cars haven't been performing well in sales this year. The company may brag about achieving 26 consecutive months of yearly month-over-month growth, but as you can imagine, it's the crossovers and SUVs doing all the heavy lifting. The BRZ and WRX are both way down through the third quarter of 2024.


With 2,323 units delivered through September, the BRZ has plummeted by 30.9% compared to the first nine months of 2023. The fact demand was up by 7.8% to 291 units last month didn't exactly move the needle. Its sister model, the Toyota GR86, is doing much better so far this year. Shipments have jumped by 10.4% to 9,643 through the third quarter. That means the GR86 is outselling the BRZ by a ratio of 4 to 1.

The WRX is having a terrible year as well. Subaru's sports sedan has fallen by 34.2% to 13,545 cars. Last month, sales were down by 18.5% to only 1,329 units. What's going on? Back in June, a company spokesperson put the blame on "higher interest rates and a late model year changeover."

Model Sales (Through Sept.) Change
BRZ 2,323 Units -30.9%
WRX 13,545 Units -34.2%

What can Subaru do to rejuvenate sales? Maybe get rid of the plastic body cladding to lose the crossover vibe. While they're at it, bring the WRX Sportwagon with a stick to the United States. That's just wishful thinking on our part but it looks as though the sharper WRX TR hasn't turned things around. That version is now gone, replaced by the new WRX tS, which goes on sale early next year.

The BRZ and WRX are not the only Subie models down this year. Demand for the Ascent has dropped by 9.1% through September while the Impreza fell by 15.1%. The soon-to-be-dead Legacy sedan suffered a 25.4% decline. Even so, Subaru is still up by 5.6% in the first nine months of the year, at 493,612 vehicles. That's thanks to the Forester (+22.3%), Crosstrek (+15%), and Outback (+2.8%). The all-electric Solterra jumped by 58.6%.

************************************************** **************

* Registered users of the site do not see these ads.

[dwf137]

Nothing to do with the cars, imo. WRX and BRZ targeted a budget conscious demographic and car prices have gone up way too fast, compounded with interest rates, it's made things unaffordable.

A slow down in buying is a good thing, we need lower inflation and lower rates.

[SoDealer]

Once again, the sales will continue to fall until the vehicles are discontinued. SBR doesn't want to sell WRX's or BRZ's. They aren't going to put any money in them, and they will continue to raise prices on them and shrink production.

[JustyWRC]

Originally Posted by SoDealer

Once again, the sales will continue to fall until the vehicles are discontinued. SBR doesn't want to sell WRX's or BRZ's. They aren't going to put any money in them, and they will continue to raise prices on them and shrink production.

In their current form, maybe. They are committed to "sporty" cars. We will get something as a replacement. When is the only question. And will they string out these options until then?

[fredzy]

Originally Posted by dwf137

Nothing to do with the cars, imo. WRX and BRZ targeted a budget conscious demographic and car prices have gone up way too fast, compounded with interest rates, it's made things unaffordable.

A slow down in buying is a good thing, we need lower inflation and lower rates.

Always with these articles, acting like sports cars selling in small numbers is some harbinger of death. These exact numbers were probably planned 2 years back.

From the headline you'd think there are piles of these that they're desperate to get rid of. Good luck finding any BRZ, especially if you want a specific trim/color combo.

[SoDealer]

Originally Posted by JustyWRC

In their current form, maybe. They are committed to "sporty" cars. We will get something as a replacement. When is the only question. And will they string out these options until then?

As ICE vehicles, they are dead man walking. Based on emissions penalties, their time is coming up in 2-3 years.

[Nate8409]

Subaru is in a tough spot. The regulations are fees are choking the US market on these cars. EPA and others.

[20WRX20]

Originally Posted by dwf137

Nothing to do with the cars, imo. WRX and BRZ targeted a budget conscious demographic and car prices have gone up way too fast, compounded with interest rates, it's made things unaffordable.

A slow down in buying is a good thing, we need lower inflation and lower rates.

Read the comments on Reddit. 90% of them have to do with the dislike of the plastic cladding. I personally did not buy a 2022 and opted to keep my 2020 once I saw how awful the redesign looked. It’s atrocious, one of the worst redesigns in automotive history and they are still producing the POS unchanged for the 2025 model year. Talk about tone deaf.

Now I’m sure Subaru did their “research” with focus groups where they interviewed people who don’t know **** about cars and said the cladding looks rugged because that’s what the crossover that mommy and daddy bought them to drive to Starbucks and pay it forward with pumpkin spice lattes has, but in the real world, the cladding looks like garbage on a sedan and completely kills the car for a lot of people. This is a fact and you don’t have to pay for a focus group research study to figure it out.

I’m not buying a VB until they get rid of the cladding - full stop. The VB would actually be a really good looking car without the plastic nonsense. A WRX is a sports sedan, I don’t want a car that looks like a crossover SUV. Fix the exterior Subaru FFS. WTF is taking so long?

Now if this was an STi, I maaaaybe could overlook the styling. The VB WRX just isn’t anything special, and those TR/TS packages are not worth 43k+. It’s just a mish-mash of Subaru parts bin components (coming soon: even more adhesive! Stiffer chassis! So MuCh BeTtEr! Give me a break. Having driven both cars back to back, even at the limit it isn’t noticeable. The only difference is the VB has more linear throttle tuning. That’s it.)

Honestly at this point, just give me an Ascent or Outback. Same engine, similar performance and MPG, and 100 times more useful.

[Kostamojen]

We discussed this in the other thread, but the WRX and BRZ are in very diff situations.

The BRZ and GR86 production are tied together, and it seems like one big shipment of GR86s will arrive and months later, another big shipment of BRZ's probably due to the special editions that are made in big batches at a time (Trueno, Hakona, etc.). Toyota also doesnt do custom orders, they just build and send cars which is why so many GR86's are auto while the customer order BRZ's are a majority manual. In any case, they don't build enough BRZs, there are only usually around one for every other Subaru dealer available so walk in sales/conquest sales are rare.

The WRX on the other hand, has a big problem... There are way too many on lots and they are not selling. Whether its interest rates or people not liking the current model, it's pretty clear demand is waaaay down and Subaru needs to do something.

[20WRX20]

Wow, you aren’t kidding. The dealer I bought mine from has 13! in inventory. And that’s just what’s listed on their website. That’s the most I’ve ever seen them have. When I bought mine they had three, and one was an STi.

[SVX WRX]

Originally Posted by 20WRX20

Read the comments on Reddit. 90% of them have to do with the dislike of the plastic cladding. I personally did not buy a 2022 and opted to keep my 2020 once I saw how awful the redesign looked. It’s atrocious, one of the worst redesigns in automotive history and they are still producing the POS unchanged for the 2025 model year. Talk about tone deaf.

Now I’m sure Subaru did their “research” with focus groups where they interviewed people who don’t know **** about cars and said the cladding looks rugged because that’s what the crossover that mommy and daddy bought them to drive to Starbucks and pay it forward with pumpkin spice lattes has, but in the real world, the cladding looks like garbage on a sedan and completely kills the car for a lot of people. This is a fact and you don’t have to pay for a focus group research study to figure it out.

I’m not buying a VB until they get rid of the cladding - full stop. The VB would actually be a really good looking car without the plastic nonsense. A WRX is a sports sedan, I don’t want a car that looks like a crossover SUV. Fix the exterior Subaru FFS. WTF is taking so long?

Now if this was an STi, I maaaaybe could overlook the styling. The VB WRX just isn’t anything special, and those TR/TS packages are not worth 43k+. It’s just a mish-mash of Subaru parts bin components (coming soon: even more adhesive! Stiffer chassis! So MuCh BeTtEr! Give me a break. Having driven both cars back to back, even at the limit it isn’t noticeable. The only difference is the VB has more linear throttle tuning. That’s it.)

Honestly at this point, just give me an Ascent or Outback. Same engine, similar performance and MPG, and 100 times more useful.

if by "cladding", you mean the wheel arches, i'd say even worse is the baboon-ass rear end. the front end is boring, and would look more at home on an Outback or Crosstrek.

cars i like don't necessarily have to be beautiful ... pissed-off looking, purposeful, or aggressive will do. the WRX is none of these. in fact, it has the kiss of death for me ... its goofy looking. i can't deal with goofy.

[Brahmzy]

Originally Posted by SVX WRX

if by "cladding", you mean the wheel arches, i'd say even worse is the baboon-ass rear end. the front end is boring, and would look more at home on an Outback or Crosstrek.

cars i like don't necessarily have to be beautiful ... pissed-off looking, purposeful, or aggressive will do. the WRX is none of these. in fact, it has the kiss of death for me ... its goofy looking. i can't deal with goofy.

Exactly. All of the above. Not just the wheel arches that suck.

Good. I’m glad the market is not rewarding this awful design with more sales.

Subaru knows they F’d up the cosmetics, once again. But they refuse to facelift it. Let em burn. This one’s on them. Don’t make stupid looking cars.

[AVANTI R5]

Accent was Fall 2018 as 2019 Model..Next Model Update 2026 available Fall 2025


https://www.planetsubaru.com/2026-su...nt-changes.htm

Not sure how accurate that info is.

[AVANTI R5]

https://carbuzz.com/the-most-success...old-in-the-us/

The Most Successful Subaru Models Ever Sold In The US

Subaru has built a name for itself as one of the most rugged, safe, and (relatively) reliable brands out there, and this is all thanks to some truly iconic models. Think back to the last 20 or 30 years, and some of the most popular models on the road have been Subarus, from the Outback to the Forester. Its performance arm has also made a name for itself with iconic models like the WRX and BRZ, both of which are so ingrained in car culture these days that it's hard to remember a time before them.

In celebration of the brand's success, we wanted to take a look at some of the company's most successful models of all time, and you can probably guess most of the models that make up the bulk of the list. All of these vehicles have become ubiquitous on roads all around the world, and we imagine they'll still be roaming the streets for years to come.

All-time production numbers come directly from Subaru of America.
10 Subaru Baja - 33,132

Feature
Specification
First Introduced
2002
Body Style
Compact Pickup
Engine Options
2.5-liter Flat-4, Turbocharged 2.5-liter Flat-4
Drivetrain
All-Wheel Drive
Key Selling Point
Versatility of a truck in a car body

The Subaru Baja, introduced in 2002, attempted to rekindle American love with the likes of models like the El Camino. Its design was based on the Subaru Outback, but with a small open cargo bed in the rear that could be extended to make light hauling a breeze. The Baja’s all-wheel-drive system provided the same dependable off-road capability Subaru is known for, while the turbocharged engine in higher trims offered a sportier driving experience.

It never found a massive market, but enough buyers were intrigued over its life for it to make it onto this list. Production ended in 2006, but the model remains a cult favorite, with many owners swearing for its usefulness to this day. It may just be time for Subaru to consider bringing it back for round two.

9 Subaru BRZ - 51,414

First Introduced
2012
Body Style
Sports Coupe
Engine Options
2.0-liter Flat-4
Drivetrain
Rear-Wheel Drive

Key Selling Point

Driving dynamics, affordability
Introduced in 2012 as a lightweight, agile sports car alongside the Scion FR-S, the Subaru BRZ has become a legend. Subaru has taken care of the bulk of production of both cars, including the creation of the boxer engine, and has created one of the best handling cars out there with a price tag that makes it accessible to just about everyone.

The BRZ’s design is sleek and not overly flashy, with a focus on aerodynamics and driver visibility. Inside, the cockpit is driver-centric, with controls positioned for ease of use during spirited driving. It's a driver's car through and through, and the second generation built on that with more power, an improved design and chassis, and upgraded performance items. It's the best it's ever been, which is why it's a shame it isn't selling nearly as well as it used to.

8 Subaru Tribeca - 71,666

Feature
Specification
First Introduced
2005
Body Style
Mid-Size Crossover SUV
Engine Options
3.0-liter Flat-6, 3.6-liter Flat-6
Drivetrain
All-Wheel Drive
Key Selling Point

Family-friendly, spacious interior
The Subaru Tribeca, introduced in 2005, was Subaru’s first attempt at a mid-size crossover SUV with three-row seating. Known for its spacious interior and standard all-wheel drive, it helped the brand break into a new class with confidence, but it was never compelling enough to have a lasting impact.
Powered by a flat-6 engine, the Tribeca offered decent performance but struggled against competitors due to its awkward design and mediocre fuel economy. Its niche was a product that was capable and reliable, and if you were fine with the rest, you'd have yourself a solid vehicle.
7 Subaru Ascent - 409,242

Feature
Specification
First Introduced
2018
Body Style
Mid-Size Three-Row SUV
Engine Options
2.4-liter Turbocharged Flat-4
Drivetrain
All-Wheel Drive

Key Selling Point

Spaciousness, family-friendly
The Subaru Ascent is the brand’s largest vehicle, introduced in 2018 to compete in the popular three-row SUV segment, and it immediately made an impact. Designed to fill the three-row crossover gap in the lineup ever since the Tribeca was discontinued, it's delivered on the trademark Subaru safety and capable promise, excelling in the former with one of the best IIHS Top Safety Pick runs in the last 10 years.

It offers seating for up to eight passengers, depending on the configuration, and ample cargo space with the third row folded down. Under the hood, the Ascent is powered by a 2.4-liter turbocharged flat-4 engine shared with the WRX that produces a respectable 260 horsepower. Mated to a continuously variable transmission (CVT), it isn't exactly exciting, but acceleration is smooth, and fuel economy is solid. It may not be that old of a model, but we don't see it going anywhere for a long time.
6 Subaru WRX - 475,096

First Introduced
1992
Body Style
Compact Sedan
Engine Options
2.4-liter Turbocharged Flat-4
Drivetrain
All-Wheel Drive
Key Selling Point
High-performance, rally heritage

To many, the WRX is the most famous Subaru model of all time. Created out of the brand's success in the World Rally Championship in the '90s, these cars were bred for speed, agility, and durability (though that last one has been tested many times) with high-revving engines and the famous symmetrical AWD.

This is why the newest generation has been so disappointing to many, since not only is it lacking a higher performance STI version, but it's become more civilized in general, losing much of the raw appeal that it once had. Sure, it's still available with a manual transmission, but there's no telling how long that's going to last, and brake, suspension, and tire packages only go so far. We'll always love it while we have it, so we can't help but hope for more.

5 Subaru Impreza - 1,138,592

Feature
Specification
First Introduced
1992
Body Style
Compact Sedan/Hatchback
Engine Options
2.0-liter Flat-4, 2.5-liter Turbocharged Flat-4
Drivetrain
All-Wheel Drive


Key Selling Point

Versatility, spaciousness
The Impreza has been one of Subaru's bread and butter for decades now, and as such it's garnered acclaim for its practicality and capability. It's always been unique in the hatchback world for having AWD as standard, and this continues today with a new generation that debuted for 2024 that brings improved looks and a more powerful RS version that gives the model hot-hatch-esque abilities.
Despite the WRX versions getting most of the spotlight over the years, the regular model has always offered consumers a great value that continues to this day. When Carbuzz drove it, we found it to be the perfect model for those wanting something outside a crossover that had an adventurous air, and we hope it resonates with customers given how sales of hatchbacks are down.


4 Subaru Legacy - 1,248,344

First Introduced
1989
Body Style
Mid-Size Sedan
Engine Options
2.5-liter Flat-4, 3.0-liter and 3.6-liter flat-6, 2.4-liter Turbocharged Flat-4
Drivetrain
All-Wheel Drive

Key Selling Point

Safety, comfort

There was a time when you wouldn't even consider selling vehicles in the US without having a flagship sedan on offer, and when the sedan was king, the Legacy was Subaru's champion. Introduced in 1989 with sedan and wagon body styles, it was hoping to steal a share of the market with an ace up its sleeve: standard AWD.

Over the years, the Legacy built a reputation for safety, comfort, and reliability. It consistently received high marks in safety tests, and at one point in time it even delved into the performance realm thanks to the introduction of the 250 horsepower flat-6, and turbocharged flat-four engines in models like the GT and rare B-Spec versions. Unfortunately, after seven generations, the model was discontinued in the US for the 2025 model year, finally putting an end to a "legacy" over thirty years in the making.

3 Subaru Crosstrek - 1,382,189

First Introduced
2012
Body Style
Subcompact Crossover
Engine Options
2.0-liter Flat-4, 2.5-liter Flat-4, Hybrid
Drivetrain
All-Wheel Drive


Key Selling Point

Urban practicality, off-road capability
The Subaru Crosstrek, also known as the XV in some markets, is one of Subaru's more recent, but most successful models. Introduced in 2012, the Crosstrek was designed to finally give the brand a subcompact crossover that could compete with the best in the industry with rugged appeal, and immediately it turned into a sales success.
The first generation and second generation both came with a hybrid powertrain that was dropped for the third generation, so the company could focus fully on the crossover's looks, interior technology, and off-road chops. A more powerful 2.5-liter is an option that outputs 182 horsepower, giving it meaningful acceleration for the first time, and combined with the new Wilderness off-road trim, buyers have been flocking to the model in droves.


2 Subaru Forester - 2,771,468

First Introduced
1997
Body Style
Compact SUV
Engine Options
2.5-liter Turbocharged and non-Turbochaged Flat-4, 2.0-liter Turbocharged Flat-4
Drivetrain
All-Wheel Drive
Key Selling Point
Spaciousness, safety

The Subaru Forester has been a cornerstone of Subaru’s success since its debut in 1997. Originally based on the Impreza platform, the Forester was designed to offer the best of both worlds: the compact size and agility of a car with the higher seating position, enhanced visibility, and practicality of an SUV. This blend made it an instant hit, particularly in the brand-new crossover segment that was taking the world by storm

Has it always been the fastest or the most advanced? No, but that hasn't mattered to its fans who consistently purchase it from one generation to the rest. Sure, we miss the potent XT version of previous generations, but Subaru realized that's not where the sales lie, which is why it's introduced a Wilderness trim that capitalizes on the off-road craze.
1 Subaru Outback - 2,939,213

Feature
Specification
First Introduced
1994
Body Style
Crossover/Wagon
Engine Options
2.5-liter Flat-4, 2.4-liter Turbocharged Flat-4
Drivetrain
All-Wheel Drive
Key Selling Point
Versatility, off-road capability
The Subaru Outback is the most iconic vehicle in the Subaru lineup, and it's not close. Just saying the name "Subaru" invokes images of one of these beige wagons, and ever since it was originally introduced in 1994, it's been the brand's calling card. The model debuted as the brand's answer to the growing demand for vehicles that combine the utility of an SUV with the comfort and handling of a car, and is credited with growing the crossover segment.

It quickly became popular among outdoor enthusiasts and families who needed a vehicle capable of handling rough terrain, inclement weather, and long road trips, all while providing a smooth ride and a spacious interior. Over the years, the model has grown, and really stretches the definition of a wagon at this point, but it's still a fan favorite, and the top of the Subaru foodchain according to us.

[JustyWRC]

Originally Posted by AVANTI R5

Accent was Fall 2018 as 2019 Model..Next Model Update 2026 available Fall 2025


https://www.planetsubaru.com/2026-su...nt-changes.htm

Not sure how accurate that info is.

I don't have high hopes for the Ascent. I hope I'm wrong

[SoDealer]

Originally Posted by Brahmzy

Exactly. All of the above. Not just the wheel arches that suck.

Good. I’m glad the market is not rewarding this awful design with more sales.

Subaru knows they F’d up the cosmetics, once again. But they refuse to facelift it. Let em burn. This one’s on them. Don’t make stupid looking cars.

they literally don't want to sell more WRX's. There's no punishment for them.

[mitchdown86]

Originally Posted by SoDealer

they literally don't want to sell more WRX's. There's no punishment for them.

I sold my subaru at Sell My Car

[Brahmzy]

Originally Posted by mitchdown86

I sold my subaru at Sell My Car

Join date, post count. GTFO.

[Russ_G93]

Subaru knows what they're doing. They know what it takes to generate excitement for sales. Sleek Lines and Aggressive Nature from the car. Its on them if they want more sales as far as the refresh is concerned.

[Snow Drift]

Sales were up in October.

1,637 vs 1,420 (October 24 vs 23)

For the year, down -31%.

https://media.subaru.com/pressreleas...sales-increase

[Kostamojen]

Originally Posted by Snow Drift

Sales were up in October.

1,637 vs 1,420 (October 24 vs 23)

For the year, down -31%.

https://media.subaru.com/pressreleas...sales-increase

BRZ inventory is starting to fill back up again and their sales are up too according to that.

The WRX finally stopped increasing in inventory

[Apb_pools]

Originally Posted by Kostamojen

BRZ inventory is starting to fill back up again and their sales are up too according to that.

The WRX finally stopped increasing in inventory

According to you, yes.

[Straight6]

WRX STILL outselling GRC, GTI, R, Si …COMBINED.

[Scooby-Doode]

Originally Posted by Straight6

WRX STILL outselling GRC, GTI, R, Si ***8230;COMBINED.

I hope you contribute to that outselling!

[samagon]

Originally Posted by Straight6

WRX STILL outselling GRC, GTI, R, Si …COMBINED.

you're a bit daft.

it's also out-producing, and out-discounting all of those cars.