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Retailers Are Already Giving The Hot Subaru Solterra Price Bumps Well Over MSRP

The 2023 Subaru Solterra is already a hot model for the Japanese automaker. A new report says some retailers are giving the all-electric SUV huge markups. 

The 2023 Subaru Solterra all-electric compact SUV’s reservation system was just activated this week and a new report says some retailers are already giving the new EV huge markups. Subaru of America opened the Solterra reservation system on February 8 at noon and new orders poured into Subaru retailers around the country.

A report from Drive Tesla says just one day after opening up reservations for the Solterra EV in the U.S, Subaru retailers appear to be attempting to add “market adjustments” to the automaker’s first-ever all-electric vehicle.

2023 Subaru Solterra all-electric compact SUV, reservation system

The report says, “According to a member of the Solterra Forum who placed a reservation on Tuesday, Kendall Subaru in Eugene, Oregon called them on Wednesday to say they will be adding an extra $5,000 on top of the MSRP.”

Has Subaru announced pricing on the new Solterra?

Subaru of America has not announced pricing on the Solterra yet but should release pricing information soon. The new EV will likely be priced around $40,000 for the base trim and could approach $50,000 for the fully-loaded Touring trim level. The 2023 Solterra is offered in three trim levels for U.S. customers. Check out our complete model and trim guide here.

2023 Subaru Solterra all-electric compact SUV, pricing, reservation system

Subaru will have a limited number of new Solterra models available in 2022

Because there will be a limited number of 2023 Solterra EV models available in 2022, demand will likely be high and some retailers will try to charge well over MSRP when it’s announced. 

Subaru says there will only be approximately 6,000 reservations available for customers nationwide. As reported here last week, Planet Subaru says Subaru Corporation will likely produce fewer than 10,000 2023 Solterra EVs globally, and only one or two per month for each of Subaru of America’s 634 retailers, for the entire calendar year 2022. 

With the limited number of Solterra models produced for Subaru of America's customers, and the interest level shown so far, demand will quickly outstrip supply for the automaker's first-ever all-electric SUV. 

Not all retailers are marking up the new Solterra EV over MSRP. The Manufactures Suggested Retail Price is just that, a suggested price by Subaru of America. Each retailer can change whatever the customer is willing to pay.

Solterra customers can pre-order a Subaru Solterra all-electric EV SUV by putting down a $250 refundable deposit and making a reservation, but does not guarantee you will get a vehicle. Subaru says the online reservation system will be open through February 28th.

We checked with three large Subaru retailers near Denver, Colorado, and there is no availability of the 2023 Subaru Solterra, and interested customers now have to join a waiting list. 

Since some retailers are trying to charge well over MSRP, our suggestion would be to check with multiple Subaru retailers. Subaru FAQ says, “Once the customer has completed the reservation process the customer cannot go back and change the selected Subaru retailer.”

Subaru says final orders, pricing, availability, and financing will be agreed upon with the customer’s Subaru retailer between April and May 2022, subject to the pricing announcement. The Solterra should arrive in June or July 2022 in the U.S. Stay tuned. 

You Might Also Like: Subaru of America Announces New Solterra EV Access To EVgo Fast Charging Network

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: Subaru USA


roberto (not verified)    February 13, 2022 - 1:34PM

If my dealer offered me a substantial markup, I'd say "fine, give it to someone on the waitlist." And then I'd say, "BTW, I won't be bringing any of my three ICE Subaru cars here for any more service." I'm lucky in that I have multiple Subaru dealers to choose from.

jg (not verified)    February 14, 2022 - 1:39PM

In reply to by roberto (not verified)

I'd waste their time as much as possible then just not sign the paperwork and walk out citing their arrogance as the cause. Of course then screenshots of the markup and whatever else possible needs to be documented online so others can boycott that dealership. I'm already planning for this to happen to me. I probably got one of the first reservations in the nation (Feb 08, 2022 11:56:25 AM EST) and already I'm thinking I won't be purchasing it because the dealers are going to rationalize this ridiculous money-grab with statements like, "Look at all the incentives you're getting." The sad part is there's no shortage of people gladly willing to pay whatever the dealer wants, which leads to the other tactic of buying it and putting it up for sale on the used car market to see what kind of markup I can get for it myself (which makes me feel sleazy just thinking about it).

Kazoo86 (not verified)    February 14, 2022 - 4:08AM

The prices over windowstick is getting out of hand. Price gouging snd playing in the customers fears. A poor way to do business. I will not by s vehicle until this kind of business is gone. My current Subarus are going just fine! I can wait another 10 years for this to stop and all this bolony business to stop. After the previous Subaru article, mine will probably by evolve to the best vehicle ever created. These articles grind me!

DeanMcManis (not verified)    February 18, 2022 - 12:04PM

I think that greedy dealerships slow the adoption of new, cool vehicles by overcharging. The automotive companies are trying to keep them from overcharging because it hurts the automaker's reputations, and buyers blame the automakers when the car that was designed to sell for $40K sold for $60K or more, but it isn't a $60K+ vehicle. Early adopters are paying super high prices, and the only benefit is being the first on your block with a new model. But it seems like such a waste to me, just to look cool.

Ben Covery (not verified)    February 23, 2022 - 11:16PM

I think this is one of the great reasons to back a move to the direct delivery model.
No more dealerships, just company service centers, and cars delivered to your door.

Dealerships have been attempting to block EV adoption however they can, the fact that they're pushing ridiculous markups on them because they want you to buy ICE is a perfect excuse for excising them from society.