Subaru Has Two Winners And A Lot Of Losers

• Subaru reported broad sales declines across its U.S. lineup.
• Forester was a rare bright spot in an otherwise tough month.
• Redesigned Outback saw cooler buyer interest after launch.

Subaru sales dropped 3.6% last year and that slide is accelerating as the company had a terrible February. Deliveries plunged 8.2% to 45,113 units and almost every single model posted double digit declines.

The only bright spots were the Forester and BRZ. Sales of the crossover soared 24.9% to hit a new February high of 17,919 units. This was undoubtedly aided by an expanded lineup that includes a hybrid variant as well as a rugged Wilderness option.

More: Subaru's Cheapest BRZ Now Costs Nearly $4K More Than A Mustang

Sales of the BRZ climbed 13.5%, but that only equates to an extra 33 units. That's hardly worth celebrating, but we'll still pat buyers on the back as they've made a good decision.

The rest of the sales chart looks like a massacre as the Impreza plunged 48.2%, while the WRX fell 40.6%. The Crosstrek was down 10.4%, while the Solterra was off 20.8%.

The Outback's questionable redesign appears to have turned off buyers as sales tumbled 24.3% to 8,787 units. That's an inauspicious start and a high sticker price is likely partly to blame. As we've previously reported, the model starts at $34,995 and that's $5,000 more than its predecessor.  

While Subaru sales are getting hammered, help is on the way. The brand is bringing back the entry-level WRX, which will lower the cost of entry by $5,255. The company also recently lowered Forester prices by up to $2,015, while two new EVs are about to join the lineup.

The Uncharted begins at $34,995, while the Trailseeker will set you back $39,995. Both cost significantly less than their Toyota counterparts, but EVs are about as popular as ayatollahs these days.

While Subaru tried to put a positive spin on things, year-to-date sales are down 8.6%. This came after January sales fell 9.1% and, if things continue as is, Subaru will have another disappointing year.

2026 Subaru February U.S. Sales