How Subaru Secretly Steers You Away From The Impreza And Into The Crosstrek

Subaru doesn't want you to buy its new Impreza compact hatch.

The statement sounds absurd on the surface. Why would an automaker intentionally steer you away from one of its models and toward another? The better question is, why wouldn't they?

Let's look at the facts.

The all-new 2024 Subaru Impreza and redesigned 2024 Subaru Crosstrek may seem similar, but they do have their distinct features. Both vehicles share the same interior, infotainment technology, EyeSight safety upgrades, and Subaru's Global platform. 

In a recent YouTube video, Subaru says, "Compare size, ground clearance, engines, MPG, cargo space, interiors, towing capacity, price and more in this side-by-side review of the 2024 Subaru Crosstrek vs. 2024 Subaru Impreza. You’ll discover everything that makes these vehicles different and find which Subaru is right for you."

However, the Impreza offers a lower center of gravity, delivering a more responsive and dynamic driving experience, while the Crosstrek, with its lifted body and available roof rails, provides a more commanding sight line and better outward visibility. 

They share the same interior, infotainment technology, EyeSight safety upgrades, and Subaru's Global platform. Read my Cosstrek Vs. Impreza comparison here. 

My Point Is

Subaru spent the same research and development resources to build the new Impreza and the Crosstrek. Subaru engineers did upgrade the Crosstrek with its suspension and the new Wilderness technology, but the rest of the money was already spent when they redesigned the Impreza.

Subaru's best interest is to steer you towards the Crosstrek because it's where they put more of their resources. The same demographic purchases the Impreza as the Crosstrek: young urban buyers, so why wouldn't they? 

Subaru's decision to focus on the Crosstrek is not a loss for them when you don't buy the Impreza. In fact, they have more profit in the slightly more expensive Crosstrek. This strategic business move, when you think about it, is a testament to Subaru's foresight and understanding of their market. 

Smart Move Subaru

The first move Subaru Corporation made was to drop the Impreza from Subaru of Indiana's assembly line. That move made room for the Crosstrek to be built in America for the first time. Check out my report here.

The next decision was to build Crosstrek Sport, a new outdoor-themed Wilderness, and upper Limited models in America, and to keep production of the slower-selling Base and Premium trims in Japan. 

The top-selling model before the remodel was the Crosstrek Sport with the 2.5-liter Boxer, and now the new rugged Wilderness is the hot model with the same engine. Now, Subaru saves additional shipping costs from Japan for its top-selling model. 

Ok, there's more

Say a younger buyer walks into a Subaru dealer looking at the Impreza. There are only a few models sitting on the retailer's lots. Then they see the higher-riding Crosstrek with its off-road abilities and think; I can have the Crosstrek for weekend activities away from the city for a couple thousand dollars more.

The Crosstrek, which is now built in America, has additional inventory sitting on retailer's lots now because it's built in Indiana, which is a lot closer than Gunma, Japan, so customers have a larger selection of the most popular trim levels. 

Customers may have to order the desired Impreza trim in the exact color and features that they want. 

A strategic decision

Subaru can build fewer Impreza models in Japan and will have more room for new hybrid and electric models in the next few years. 

They are still gaining those Impreza sales. They are steering buyers towards the Crosstrek, and it's a win-win for Subaru and the customer. Just check the impressive Crosstrek sales in my report here, and you'll see what I mean. 

Subaru's strategic decision to steer buyers towards the Crosstrek is not just a business move but a move that benefits the customer. The Crosstrek, a tremendous all-wheel-drive, all-purpose vehicle, offers more than just a grocery hauler or urban commuter. It's a vehicle that can handle weekend activities away from the city, providing a sense of adventure and versatility. 

Need More Evidence?

The body style, size, and shape are the same.

As mentioned, the Crosstrek and Impreza have similar, right-sized body shapes. Here's where they differ. 

The Impreza has a lower center of gravity, delivering a more responsive and dynamic driving experience. That's all the Impreza offers customers that the Crosstrek doesn't have. 

But that's different from what many active customers want the most.

The Crosstrek's body is lifted, and it has available roof rails, so the total height difference between the two models is about five inches.

This extra height gives Crosstrek drivers a more commanding sight line, providing better outward visibility.

Active customers can tow a small trailer.

In the Crosstrek Wilderness, the standard towing capacity is up to 3,500 pounds, while the Impreza only has a 1,500 lb. towing capability. 

Ground Clearance, X-Mode, and Specialized Trims

With 8.7 inches of ground clearance and X-Mode, the Crosstrek is better suited for venturing off the beaten path. The Wilderness trim on the Crosstrek offers even more ground clearance (9.3 inches). Impreza sits 5.1 inches off the ground. 

Wilderness trims have all-terrain tires and, like the Crosstrek Sport and Limited, a more advanced dual-function X-mode for more extreme conditions, such as deep snow, deep sand, and mud.

Can you sleep on the roof?

The standard roof rails on the Crosstrek Wilderness can handle up to 700 pounds of static load for bikes, kayaks, or even a rooftop tent. Extra tie-down points provide even more cargo-hauling versatility, so you can bring any gear you need. But not on the Impreza. 

Cargo Space and Versatility

Ok, so the Impreza wins here. The Crosstrek has slightly less cargo volume than the Impreza due to the spare tire tucked away in the trunk.

Roof Rails and Crossbars

For cargo that won't fit in the cabin, roof rails come standard on most trims of the Crosstrek, and crossbars can be added. The Impreza doesn't come with roof rails. You'll only get standard mounting points to install available crossbars.

Interior Comforts and Conveniences

Depending on the trim, the Crosstrek offers perforated leather or water-repellent StarTex upholstery. Not so on the Impreza. 

Now, let's look at pricing. Because it has extra features and capabilities, the Crosstrek's starting price is about $2,000 more than the Impreza's. That's not much more when considering the Crosstrek's strengths. 

Here's What I Think Happened

I can't prove this, but I think Subaru executives sat around a conference table and figured out how they could still offer the Impreza small compact hatch, save in design costs, and then offer the hot new Crosstrek and sell more than ever.

They lure customers into its showrooms with the Impreza's lower price, limit the production of the Impreza so few are available, and then steer them towards the Crosstrek, and they have a more plentiful supply. 

It's not a deceptive plan but a secret one working for Subaru. 

What do you think? Click the Add New Comment link below and let us know.

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 X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

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photo credit: Competition Subaru