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Subaru Sales Are Hot, One Model Is Sizzling Hot

Subaru was not just up in March; it's significantly up, and the automaker has now seen twenty months in a row of growth. Check the impressive results. Subaru of America looks to be back on top, and one model is surprisingly remarkable.
2024 Subaru Forester

How well is Subaru of America (SOA) doing regarding sales volume in March? 

Subaru of America reports its 20th consecutive month of continued yearly month-over-month growth. SOA is reporting a significant increase. SOA reported 61,297 vehicle sales for March 2024, a 15.2 percent increase compared with March 2023. 

The Camden, N.J. automaker is up 6.7 percent in the first quarter. A testament to its retailers, Subaru says. 

Jeff Walters, President and Chief Operating Officer of Subaru of America, said, "Thanks to our retailers' dedication to being 'More Than a Car Dealer,' we've reached our 20th month of consecutive sales increases, all while upholding our collective commitment to the Subaru Love Promise. Our vision to show love and respect to all people at every interaction sets the standard for what customers expect. Our vehicles have continued to set the standard for safety, reliability, and adventure-ready capabilities."

However, looking closely at the numbers reported by SOA, I see one sizzling hot model again. Surprisingly, the aging Forester is setting new records. 

You Won't Believe What the Forester Pulled Off

Forester is the top-selling model again. The 2024 Subaru Forester compact SUV isn't just hot; it's sizzling hot. Forester achieved its best sales month of all time in March with 21,045 vehicles sold, compared with 10,264 models delivered in March 2023, a whopping 105 percent increase.

Related Story: Like A Fine Wine, Subaru Forester Is Getting Better With Age

Forester sold 48,546 units through the first three months of 2024 and took the top sales overall. Forester is up 59.7 percent, the most of any Subaru nameplate. Without the Forester, SOA could be behind year-to-date; instead, they are seeing more growth. 

The Crosstrek Is Impressive, Too

The next-generation Crosstrek is far behind the Forester, in second place for March. But it was the best-ever March for Crosstrek. Crosstrek had a strong showing with 14,527 vehicle sales, up 3.5 percent compared with 14,040 sales in March 2023. Even with the increase, Crosstrek is down 7.6 percent, with 38,405 sales through the first three months of 2024. 

The Outback Drops To Third Place

The Outback sales followed closely behind the Crosstrek, with 13,501 vehicles sold compared with 13,245 in March 2023, an increase of 1.9 percent. However, Outback is now in third place overall, with 35,213 midsize SUVs delivered to customers in the first three months. Outback is up 7.5 percent for the year. The next-generation Outback is still another year away. 

Here are the Subaru model rankings in March.

  1. Subaru Forester - 21,045 (+105%)
  2. Subaru Crosstrek - 14,527 (+3.5%)
  3. Subaru Outback - 13,501 (+1.9%)
  4. Subaru Ascent - 5,174 (-10.7 %)
  5. Subaru Impreza - 2,836 (-25.4%)
  6. Subaru WRX -1,837 (-38.9%)
  7. Subaru Legacy -1,658 (-26.8%)
  8. Subaru Solterra - 466 (-13.1%)
  9. Subaru BRZ - 273 (-4.2%)

Only three models had positive figures in March.

As you can see from my ranking above, Forester, Crosstrek, and Outback were the only three models with increased sales volume compared with March 2023. All other models dropped for the month, most with double-digit drops. The Forester's massive increase is keeping the automaker in positive numbers. 

Do you see what is happening? Only Subaru Models With Wilderness trim levels are up in March.

Interestingly, the only Subaru nameplates with increased sales are SUVs with Wilderness trim levels. The Subaru Wilderness continues to be a big hit, with active customers wanting to escape civilization. 

Where would Subaru be without the Wilderness outdoor-themed models?

Without the three Wilderness trims, would SOA have twenty consecutive months of growth? When Subaru launched the Wilderness sub-brand, it was the best thing Subaru of America had done since they launched the Crosstrek. The Wilderness experiment is paying off. 

Now, with the new Crosstrek Wilderness, Subaru has three rugged models. The Camden, N.J. automaker knows how vital the outdoor-themed models are. Check out what Troy Poston, Senior Vice President of Sales at Subaru of America, says.

Poston says, "Car buyers preparing for warmer days and outdoor adventures have been enthusiastic about our wide range of vehicles, including Wilderness models, which highlight additional capabilities alongside the safety standards Subaru vehicles are known for. Forester, available in Wilderness trim, achieved its best sales month of all time, a testament to its continued popularity in a competitive segment."

In The End 

Subaru of America continued the upward trend in March with an impressive 20-month streak of consecutive year-over-year increases. The automaker stays on top thanks to the sizzling' hot Forester compact SUV. Will it get better for the Forester as the 2025 Subaru Forester arrives this spring? We'll find out soon. Stay tuned. 

Thanks for reading, everyone. I hope you enjoyed this Subaru sales review. See you tomorrow for my latest Subaru Report.

MORE SUBARU NEWS

1. Subaru is known for its affordable all-wheel-drive cars and SUVs, and the new 2025 Forester is coming, but is it enough? See why Forester needs more and when it's coming.

2. Subaru of America recalled specific Outback and Legacy models for defective airbags. See which model year and if your vehicle is on the list.

3. How much cargo and luggage space does the 2024 Ascent have? An updated study compares the Ascent with other 3-Row SUVs. Check out the best models here.

I am Denis Flierl, a top Torque News and Subaru reporter since 2012. I’ve invested over 30 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my The Dirty Subaru website, Dirty Subaru blog, X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

I’ve got you covered! - I cover all Subaru all the time. 

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Photo credit: Competition Subaru

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