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Subaru is riding high on its latest Consumer Reports reliability victory, beating out Toyota for the top spot. The brand is known for its solid engineering and practical AWD models. But here’s the issue: strong reliability isn’t translating into runaway sales success. Subaru’s overall sales increased 5.2% in 2024, and key models are slipping.

The Crosstrek leads, but Subaru’s flagship sales are falling

According to CarScoops, the Crosstrek is now Subaru’s best-seller, with 147,775 units sold—a 15.1% increase. The Subaru Outback also held steady with a 3.4% boost in sales. But that’s where the good news stops.

The Subaru Forester, Impreza, Legacy, and Solterra all saw sales declines, with the Forester dropping 13.2% in October alone. The sporty Subaru BRZ got a minor sales boost in October, but was still down 26.4% for the year. And the WRX? A 31% decline by the final months of 2024. These struggles stand in contrast to segments that saw major growth—like subcompact SUVs, where models like the Honda HR-V (+24%) and Toyota Corolla Cross (+31%) surged ahead.

Subaru’s sales problem: the market is moving on

Car and Driver’s analysis of 2024 sales trends suggests that hybrids, EVs, and mid-size pickups are leading the industry. Subaru has zero mid-size trucks, one EV that’s underperforming (Solterra), and no real hybrid lineup to compete with Toyota and Honda.

Meanwhile, the SUV competition is heating up. Subaru’s best-sellers—like the Crosstrek and Outback—are facing tougher rivals from Toyota, Honda, and Hyundai. Even as Subaru improves its reliability rankings, its lineup isn’t keeping pace with shifting market demands. While Lincoln (+28%) and Volkswagen (+15%) posted big brand-wide gains, Subaru is struggling to maintain momentum.

What’s next for Subaru?

Strong reliability helps brand loyalty, but Subaru needs more than trust to keep growing. If it doesn’t expand into hybrids, EVs, or pickups, it could fall further behind. Beating Toyota in reliability is a huge achievement—but it won’t be enough to save Subaru if buyers keep looking elsewhere.

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Staff Writer

Henry Cesari

Henry Cesari is a MotorBiscuit Staff Writer who brings his deep interest in vintage cars, trucks, and motorcycles to the site. Henry covers Ford models daily, including the F-150. Having restored his first classic car at just 16 years old, Henry has wrenched on everything from overland campers to Japanese motorcycles and even pre-war Bugattis. He’s an avid attendee at local car shows and genuinely enjoys connecting with fellow auto enthusiasts. Henry earned a Bachelor’s in Anthropology and English from the University of Vermont.