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Is New Subaru Model Pricing Too High? Check The Top 10 Competitors First

All Subaru models have gone up this year, but how much compared with the competition? Are the 2023 Crosstrek, Forester, Outback, Ascent, and other new Subaru models still affordable? Check out the latest Kelley Blue Book report here.

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Subaru has raised prices on the 2023 Subaru Crosstrek, Forester, Outback, Ascent, and other models, but how much? Compared with Japanese, Korean, and American automakers, Subaru price increases this year have remained relatively steady. According to data released this week by Kelley Blue Book, and Cox Automotive research, the average transaction price for a new Subaru vehicle is $36,556 compared with $35,410 one year ago (up 3.2%).

All new Subaru models have gone up this year, but how much compared with the Japanese automaker's main competition from Japan, Korea, Germany, and America? The figures come from the November 2022 Kelley Blue Book average transaction prices report.

2023 Subaru pricing Vs. top competitors
photo credit: Schumacher Subaru

Ford +10.4%
Nissan +9.7%
Volkswagen +8.7%
Mitsubishi +7.4%
Honda +6.4%
Jeep +5.7%
Subaru 3.2%
Toyota +3.0%
Mazda +2.5%
Hyundai +1.6%
Kia +1.3%

"The transaction data from November indicates that prices are showing no signs of coming down as we head into the holiday season," said Rebecca Rydzewski, research manager of economic and industry insights for Cox Automotive.

With Subaru's new model inventory shortages, and the cost of shipping and parts going up, Subaru has held new model pricing on its three top-selling models, the 2023 Crosstrek, Forester, and Outback, steady compared with the competition.

2023 Subaru pricing Vs. top competitors
photo credit: Schumacher Subaru

How much have the three models gone up this year?

All 2023 Subaru Crosstrek trim levels get a $600 price increase, including destination and delivery fees. Dealer fees increased by $50 for 2023 Crosstrek trims.

The 2023 Subaru Crosstrek base trim is priced from $24,870, Premium ($26,020), Special Edition ($27,970), Sport ($29,220), Limited ($30,720) and Crosstrek Hybrid ($38.070). Prices include destination and delivery fees ($1,225).

2023 Subaru pricing Vs. top competitors
photo credit: Schumacher Subaru

All 2023 Forester trim levels increased by $550 in price, including destination and delivery. The Base Forester starts at $27,620, Premium ($30,620), Sport ($32,190), Limited ($34,300), Wilderness ($35,245), and Touring ($37,720). Pricing includes dealer fees ($1,225).

The 2023 Outback base trim is priced from $29,620 (+$800), Premium ($31,920 +$900), new Onyx Edition with a 2.5-liter engine ($34,720), Limited ($36,520 +$1,050), Touring ($41,070 +$1,700), Outback Wilderness ($39,670 +$800), Onyx Edition XT ($39,820 +$2,800), Limited XT ($40,920 +$1,050), and Touring XT ($43,520 +$1,700). Pricing includes $1,225 destination and delivery fees (an increase of $50).

Subaru vehicles are still affordable

The KBB data reveals the average price paid for a new mainstream (non-luxury) vehicle in November was $44,584, a record and higher by $330 over last month (October). The average transaction price for a new Subaru vehicle is $36,556 (up 1.4%) compared with October 2022.

At the NADA meeting earlier this year, Subaru President and CEO of Subaru of America asked retailers to sell new Subaru models at MSRP. Even though it's a "seller's market," Doll asked its U.S. retailers to honor the Subaru Love Promise and not mark up hot new models like the Outback Wilderness above the MSRP.

The new KBB data reveals most Subaru retailers are selling the 2023 Subaru Crosstrek, Outback, Forester, and other new models close to the sticker price (MSRP).

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Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report, where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.

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Photo credit: Schumacher Subaru

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