Skip to main content

Ride The Subaru Wave Now Before It Ends

If you buy a new Subaru Forester, Outback, Crosstrek, or other model now, everything has changed. Check out the information here before you buy. 

The Good Old Days Are Here Now 

When you purchased your last Subaru, you may have had to pay the full manufacturer's suggested retail price (MSRP) because demand was high and inventory was low. But not now. 

Those days are gone for now.

I checked with Alex Prestigiacomo, a Subaru source at Bachman Subaru, who says the car market has adjusted, and the days of paying full MSRP for a new Subaru are gone. In 2023, Subaru had the shortest supply of vehicle inventory of any automaker, and buyer demand was up. 

Prestigiacomo says, "Now that Subaru has more inventory, dealers have started discounting cars to move inventory. Subaru has also recently released new special finance rates that are lower than before to help spur up buyer demand." 

Before now, Subaru could charge full MSRP and didn't need to offer discounts. As interest rates increased, buyer demand decreased, which caused Subaru's inventory to build. Now, there are more Subaru vehicles on the lot. Read my recent Subaru inventory report here.

It's a Great Time for Subaru Buyers 

Lower customer demand, higher inventory, and manufacturer incentives decrease Subaru prices. 

Interest rates have changed.

Prestigiacomo says, "To give you a point of comparison, if we went back just a few months ago, we were looking at interest rates hovering around 5% for Subaru special rates, and to get those, you typically had to go with a three—or four-year loan. Most people go with a five—or six-year loan, so that wasn't as feasible, but now Subaru has as low as 2.9% on the Foresters and the Outbacks all the way out to 72 months."

For many buyers, that's a significant change for those looking to finance a new Subaru. It lowers your payment considerably, but it could negatively impact you down the road when you are ready for a new vehicle. Read about it in my report here. 

Can you get both? Special financing and a discount off the MSRP?

The answer is yes. 

It's possible to get a special finance rate and a discount off of MSRP because the special finance rate comes from the manufacturer. You do have to qualify for it, so it's all based on your credit score. The discount off of MSRP will be subject to the individual Subaru dealership you work with. However, you can find a Subaru retailer who is willing to negotiate. If not, find a new retailer. 

Inventory has changed

I wrote a report two years ago outlining the best way to order a new Subaru. That's because Subaru of America had very little inventory to sell. But that seems like a lifetime ago. Read my report here

However, only two years ago, dealers who had someone interested in a Subaru model, most likely, that particular model or color wasn't available. So they had the customer order it and wait anywhere from 2 to 3 months to get it from the manufacturer.

Now, Subaru retailers have inventory to choose from, which also means that if your dealership has a different color or trim level than you would like on its lot, that opens up the opportunity for a potential dealer trade.

Dealer Trades Are Back

Here's an example. If a dealer doesn't have the Subaru Outback trim level or color you want, and another dealer close to them within a few hundred miles has it, they can ask them to trade with them now that inventory levels have climbed. 

During inventory shortages, Subaru dealers were reluctant to do dealer trades because they had no inventory and were selling everything they were getting. It was too much work to send somebody to get the car, so they were reluctant to do dealer trades. Ask your dealer to find your desired vehicle and trade with another dealer. 

Pricing has changed

Alex Prestigiacomo revealed some real-world pricing examples below of Subaru models sitting on their lot. NOTE: Dealers in your area may be charging more or less. 

Subaru Forester 

Prestigiacomo says, "A lot of people are excited about the Forester, the new 2025 release that's going to be arriving in June, so look for those to start arriving on dealer lots in June. With that, you'll see the last remaining inventory that has arrived on Lots get discounted."

They have a 2024 Subaru Forester Wilderness, and the MSRP is $33,950, down from $37,440, so if you're looking for a 2024 Forester, now is the time to get one, he says. 

Subaru Crosstrek

The 2024 Subaru Crosstrek is also a very popular model and a very close contender to the Forester in sales volume. There's an orange 2024 Limited trim level with an MSRP of $36,046, which is discounted a little over $1,500 to $34,476.

Subaru Outback 

They have a 2024 Outback Onyx XT trim level that adds the black appearance package, black wheels, and black window trim. This is the 2.4-liter turbocharged model, with an MSRP of $41,021, and it's being discounted a little over $1,200 to $40,270.  

Subaru Ascent 

The Ascent is Subaru's largest SUV and has third-row seating. It has an Onyx trim level with black wheels and a black appearance package. The MSRP is $48,751, and the discount is a little over $2500, bringing it to $46,183.  

Subaru Impreza 

They have a 2024 Subaru Impreza hatchback that resembles the Crosstrek body, but it's lower to the ground, so it has less ground clearance. 

There's an Impreza RS trim with the 2.5-liter Boxer naturally aspirated engine versus the 2.0-liter engine on all the other trims. This RS has an MSRP of $30,184, but a $1,375 discount brings the price down to $28,896. 

Subaru WRX

They have a WRX Limited, Subaru's rally-inspired car with a 6-speed manual transmission and ultra-suede interior. The Limited trim level has an MSRP of $40,185, but it's discounted almost $2,800 to $37,385.

Subaru BRZ

Prestigiacomo says, "The BRZ, Subaru's exclusive rear-wheel-drive two-door sports car, is a rare gem. With only about seven units available at our dealership each year, it's a hot commodity that sells at full MSRP. So, if you're eyeing the BRZ, don't expect to see a discount anytime soon." 

Subaru Solterra

This year, Subaru is offering a 2024 Subaru Solterra EV with a redesigned steering wheel. It offers more clearance on your knees and more efficient charging times. You can read my 2024 Solterra upgrade report here. 

They have a 2024 Solterra with an MSRP of $54,184, which has been discounted by over $1,600, bringing the price down to $52,550. 

Subaru Solterra: 7% Off MSRP

I checked, and Consumer Reports says the 2024 Subaru Solterra is one of the ten most discounted new cars you can buy right now.

Recent data from Consumer Reports reveals that the 2024 Subaru Solterra Premium AWD has an MSRP of $44,995. The average savings off MSRP are $3,237, and the average transaction price is $41,758. Check out more about the Solterra discounts in my recent report here

Subaru Legacy

The Subaru Legacy is discontinued after the 2025 model year. Check my Legacy report here. Their 2024 Legacy midsize sedan has an MSRP of 31,725, discounted by $3,020. 

As you can see, there are opportunities for discounts on most Subaru models and lower interest rates. So, if you are looking to buy a new Subaru in 2024, it's a different climate. Try to get the best deal possible now. 

Are you buying a new Subaru? Which model do you have your eye on? Click the red Add New Comment link below and let us know.

I am Denis Flierl, a top Torque News reporter since 2012. I’ve invested over 13 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 SubaruReportAll Subaru, WRXSTI, @DenisFlierlFacebook, and Instagram.

Photo credit: Subaru


DF Niles (not verified)    June 16, 2024 - 11:31PM

Paid $4,300 under MSRP for a 2024 Outback Touring on the last day of April. One dealer started the fun by offering me $3,000 under invoice, and another beat that deal. Once I realized I was in a feeding frenzy I tracked down the exact vehicle my wife wanted and made what I thought was an unreasonable offer. Was surprised they accepted (but that was before these articles!) Financed half through Subaru at 2.9% for 48 months.

J gleason (not verified)    June 17, 2024 - 2:19PM

As an owner of a 2022 $4k marked up outback wilderness the only way I would purchase another Subaru is with a huge discount to make up for their outrageous markup. You want my business? This time you pay up.

Bob Brown (not verified)    June 17, 2024 - 4:52PM

Nothing has changed in Canada. Still 3-4 months wait for certain Crosstrek models. 60mths maximum financing at 6.49%. 2025 Forester is 8.49%.

Dale (not verified)    June 21, 2024 - 10:37AM

Subarus only in our garages since 1999, two '99 Foresters and 2 Outbacks, '10 & '15. All good, overall, but GLARINGLY poor in the sound systems handling of media and connectivity. Your own reporting, Dennis, has all but eliminated any willingness on my part to even CONSIDER a new Subaru, even though my wife's '10 Outback is VERY long in the tooth, and we are financially ready to plunk down the cash for a new car with very little hesitation, but at this point, it will not be a Subaru. Ain't gonna happen with one that uses the thermal control valve design that is now facing class action lawsuit. Subaru has seriously eroded my confidence over the last 10 years with a combination of terrible head unit designs, ridiculously underperforming gas mileage (vs EPA claims), and just generally lowering the bar of reliability. That's my experience, anyway.
Never thought the day would come I would even consider other brands, but it's arrived. And it's totally Subaru's fault.