Subaru's January Sales Dip: Only Two Models See Growth Amidst Broader Declines

Daily Car

05/02/2026

Subaru kicked off the year with a significant sales downturn in January, experiencing a 9.1 percent drop in overall unit sales compared to the previous year. Out of its entire model lineup, only two vehicles managed to post positive growth, and one of those saw a minimal increase. This challenging start to the year follows a 3.6 percent decline in sales for the entirety of last year.

Key Takeaways

Subaru's total sales fell by 9.1% in January.
Only the BRZ and Forester recorded sales increases.
The Legacy and Impreza experienced the most substantial percentage drops.
New EV models are on the horizon, but face market challenges.

A Tale of Two Models

The Subaru BRZ, a sporty coupe, saw a modest 6.3 percent increase in sales, translating to an additional 14 units sold. However, the real bright spot for Subaru was the Forester. Thanks to a recent redesign, the Forester's sales surged by an impressive 22.2 percent. The upcoming 2026 Forester Hybrid, now in production, is expected to further bolster its performance.

Widespread Declines Plague Other Models

Conversely, most of Subaru's lineup faced significant headwinds. The Legacy, which recently concluded its production run, saw a dramatic 52.2 percent decrease in sales, with fewer than 1,000 units likely remaining in dealer inventory. The Impreza experienced the steepest decline, plummeting by 52.4 percent. While the automaker cited severe winter storms and temporary dealership closures as contributing factors, the exact reasons for such a sharp drop remain unclear.

The Outback, a popular model, also experienced a notable decline of 23.3 percent, selling 8,283 units. This dip is concerning for the redesigned model, which has transitioned to a more crossover-like appearance. Despite dealers having substantial inventory of the 2026 Outback, some are offering discounts below MSRP.

Future Outlook and EV Challenges

Despite the rocky start, Subaru has new electric vehicles, including the Trailseeker and Uncharted, slated for release. However, these new offerings will likely face an uphill battle in a market impacted by the elimination of tax credits. The company's current EV, the Solterra, also saw a significant drop in sales, falling 45.6 percent to just 572 units in January.

Subaru's overall sales for January totaled 42,157 units, a decrease from the 46,354 units sold in the same month last year.

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