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Subaru Sales December 2024 Year End

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1.9K views 11 replies 7 participants last post by  Wonderlost  
#1 · (Edited)
The awesome little Crosstrek did it! Congratulations! Great job, everybody!
  • Crosstrek on top for the year.
  • Forester in second place.
  • Outback slips to third.


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January 3, 2025 , Camden, N.J. -

SUBARU OF AMERICA REPORTS DECEMBER SALES UP 7.1 PERCENT; 2024 YEAR-END SALES UP 5.6 PERCENT

  • December sales up 7.1 percent
  • Full year of monthly sales increases and 29 consecutive months of sales growth
  • Crosstrek and Solterra achieve best-ever December and best year ever

Subaru of America, Inc. (SOA) today reported 29 consecutive months of increased sales with 61,871 vehicles sold in December 2024, a 7.1 percent increase compared with December 2023 (57,764). Subaru ended calendar year 2024 with 667,725 vehicle sales, a 5.6 percent increase compared with calendar year 2023.

Jeff Walters, President and Chief Operating Officer, Subaru of America, Inc.: “In a true team effort, our dedicated retailers, distributors, team members, and parent company, Subaru Corporation, came together to make the goals we set for 2024 a reality. There is no doubt our high standards for quality, reliability, and safety contributed to another successful year. Our commitment to the Subaru Love Promise, including our annual Subaru Share the Love Event, resulted in millions of dollars donated to charitable organizations that make a profound difference in communities nationwide and epitomize what can be accomplished when we trust in one another.”

For calendar year 2024, Crosstrek was the top performer by volume, achieving its best year ever with 181,811 vehicle sales (+14 percent). Forester was the highest-selling carline in December and closed out the year with 175,521 vehicle sales (+15 percent), and Outback achieved 168,771 annual sales (+4 percent) in 2024. In its second full year of sales, the Solterra EV continued to grow with its best December ever and best year ever, resulting in 12,447 vehicle sales (+40 percent).

Troy Poston, Senior Vice President of Sales, Subaru of America, Inc.: “I’d love to thank everyone who played a role in making 2024 another strong year of sales growth. We are eager to continue delivering on our priority of producing quality vehicles for our customers as even more of them join the Subaru family, and our ever-expanding lineup of vehicles will be ready for the adventures that lie ahead in 2025.”

CarlineDec-24Dec-23% ChgDec-24Dec-23% Chg
MTDMTDMTDYTDYTDYTD
Ascent4,6754,996-6.4%56,28660,543-7%
BRZ33727323.4%3,3454,188-20.1%
Crosstrek17,08815,7998.2%181,811159,19314.2%
Forester17,14915,6539.6%175,521152,56615.1%
Impreza3,0992,52322.8%31,36634,719-9.7%
Legacy1,6761,878-10.8%19,59125,510-23.2%
Outback14,88514,3044.1%168,771161,8144.3%
Solterra1,16595621.9%12,4478,87240.3%
WRX1,7971,38230%18,58724,681-24.7%
TOTAL61,87157,7647.1%667,725632,086
  • 5.6%
 
#3 ·
Impressive YOY growth numbers for both the Crosstrek and Forester!

Outback was a yawn almost the entire year, except for March. If it hadn't seen the 7k sales boost for that month, it would have been dead flat for the entire year compared to 2023.

And what's up with the Ascent, anyway? Legacy and Impreza I get; they both compete with a much more popular offering in the same class of vehicle (i.e. Outback and Crosstrek, respectively). The Ascent is a solo offering that has fallen far short of its sales targets.

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D
#4 ·
@johnre Subaru has sabotaged the Ascent for the last 3+ years by putting out bad information that all the press outlets have repeated. When the Ascent first came out it was published with 86.5 cu ft cargo capacity. Starting with the 22MY they made a website error claiming the Ascent's capacity was the same as the Outback, only 75.6 cu ft. If Subaru says it's so, people believe it without checking it out for themselves. On this and the Ascent forum prospective buyers have commented on why look at the Ascent when it's no bigger than the Outback.

Has this had a significant impact on Ascent sales? Who knows, but it certainly hasn't helped. I've given up trying to get Subaru to fix this website error. As recently as 12-14-2024 a Subaru rep responded to me saying, "This is not an error. The maximum cargo volume behind the first row is the same for the Ascent and Outback." Clearly he's just an email answering person with no firsthand knowledge of the vehicles.

I hope the Ascent sticks around and gets a hybrid version. If not we might have to go back to a Honda or Toyota next time around.
 
#5 ·
I do love my MY2025 OBW. I'm also concerned about Subaru's investment in the 3 row segment. I can see a Subaru/Toyota three row BEV in the future. The 2.4l turbo hybrid Grand Highlander with bugs worked out will make it hard for Subaru to recover development costs for a 3 row hybrid. All the V6 three row options may not see a new development cycle due to emissions regulations.
 
#8 · (Edited)
To my great surprise I've seen two Tribecas in the last couple months, both clean and apparently well kept up. I hardly ever saw them when they were new. It's got to be difficult to maintain old Tribecas. Wonder if these were still in the hands of the original owners. Or in the hands of 2nd or 3rd owners who found that a well maintained old Subaru is a cheap used car, which they make into a beater. That's the fate of many an old well kept Subaru that was once like a member of someone's family.

Got to wonder if Ascent will follow in the footsteps of Tribeca. Seems to me a next gen Ascent will have to borrow heavily from a Toyota counterpart. IMO there will be a next gen, because Subaru needs a car in that segment.

I am in a neighborhood with a number of Subarus, including several Ascents. I'd love to know the marketing demographics. The Ascents seem to be driven by young moms with children and pets to carry. What made them look outside the mainstream to buy Ascents? I think Subaru marketing strategy, love, pets, family, was key to their decision. Would they have bought them if they were rebadged Toyotas?

And whither the next gen Outback? Probably too late to change the course for the very next gen, but after that??
 
#9 ·
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