Subaru of America (SOA) never thought the all-new 2019 Subaru Crosstrek plug-in hybrid would be a big seller in its all-wheel-drive stable, and the new electrified model isn’t selling well. According to a report from The Detroit News, through July of this year, Crosstrek Hybrids represented just 1.5 percent of all Crosstreks sold and just 0.26 percent of Subaru's overall sales in the U.S. market.
If we project that through August of 2019, SOA has sold a meager 1,299 2019 Crosstrek Plug-In Hybrid models since it made its dealer launch late last year. Why are so few selling in North America, the only global market it’s offered? The issue is price and availability. The Crosstrek PHEV is priced at $34,995 which is $13,100 more (60 percent) over the base 2.0i gas-powered Crosstrek.
2019 Subaru Crosstrek Plug-In Hybrid
To be fair, the Crosstrek Hybrid comes loaded with features, not on the base 2.0i trim like leather seats and trim, power driver’s seat, heated seats with the all-weather package, and keyless access with push-button start. But the Hybrid is still $7,800 more than the loaded top-trim Limited.
You aren’t buying them because they aren’t easy to get. Subaru Corp is only manufacturing “limited quantities” of the new 2019 Crosstrek with electric technology. The Crosstrek Hybrid is sold in every state but customers wanting their new hybrid vehicle will have to wait in most states after it’s ordered. Instead of waiting, customers are buying record numbers of the gas models already sitting on dealer lots.
Peter Tenn, planning manager for the Outback and Legacy assembled at the U.S. plant in Lafayette, Indiana says Subaru customers are coming to the brand for value. Tenn told The Detroit News, “Our customers value, value. We’re trying to launch everyday cars. It’s tough to take those people off and put them on EV programs if we want to give our customers the kind of vehicles they expect from us.”
Subaru of America is giving buyers what they want and customers are responding. The Camden, N.J. automaker sold a record number of new Crosstrek compact SUVs last month. The top-selling 2019 Subaru Crosstrek Premium trim can be had for $26,265 with the CVT automatic transmission and EyeSight driver assist including destination. Customers are not willing to wait for months for the more expensive hybrid model.
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Photo credit: Subaru USA