As if more proof were needed that enthusiasts are a small fraction of the market, Subaru’s performance cars haven’t seen strong sales this year.
While the company proudly boasts 26 consecutive months of year-over-year growth, it’s the crossovers and SUVs driving those numbers. Meanwhile, the BRZ and WRX are significantly down in sales through the third quarter of 2024.
The BRZ saw just 2,323 units sold by the end of September, marking a steep decline of 30.9% compared to the same period in 2023.
Even though there was a 7.8% increase in demand last month, with 291 units sold, it wasn’t enough to make a substantial impact.
On the other hand, its sibling, the Toyota GR86, is faring much better. GR86 sales have risen by 10.4%, with 9,643 units sold through the third quarter, meaning it’s outselling the BRZ by a 4-to-1 margin.
The WRX isn’t doing any better. Subaru’s sporty sedan has dropped by 34.2%, with only 13,545 units sold so far this year.
Last month alone, sales were down 18.5%, totaling just 1,329 cars. What’s the issue? Back in June, a Subaru spokesperson attributed the decline to “higher interest rates and a late model year changeover.”
What steps can Subaru take to revitalize sales? Perhaps removing the plastic body cladding would help shed the crossover aesthetic.
While they’re at it, introducing the WRX Sportwagon with a manual transmission in the U.S. would be a welcome move—although that’s more of a wish than a realistic expectation.
Unfortunately, the sharper WRX TR didn’t boost sales and has now been replaced by the new WRX tS, set to launch early next year.
The BRZ and WRX aren’t the only Subaru models facing a decline this year. Demand for the Ascent is down by 9.1% through September, while the Impreza has fallen by 15.1%. The soon-to-be-discontinued Legacy sedan saw a 25.4% drop.
Despite these setbacks, Subaru is still up by 5.6% in the first nine months of the year, delivering 493,612 vehicles. This increase is largely thanks to the Forester (+22.3%), Crosstrek (+15%), and Outback (+2.8%). The all-electric Solterra also saw a significant rise, jumping by 58.6%.
