Subaru of America (SOA) isn’t selling enough Subaru Foresters, and they need to increase its sales. Overall, Forester sales are down this year, and SOA wants the new rugged 2022 Forester Wilderness trim level to be the boost the compact SUV needs to generate new interests among a younger demographic. How does the Camden N.J. automaker get outdoor enthusiasts to look at the new Wilderness trim level?
SOA puts a rooftop tent on the Forester Wilderness and takes it on a road tour across the U.S. Subaru Report caught up with the Subaru and REI tour this weekend in Denver as it makes its way to eighteen cities this summer. Ben, who is from Portland, OR, and the event coordinator, is telling REI customers the benefits of the Forester Wilderness and how it’s the ideal vehicle to get further off the grid.
This weekend Subaru brought two vehicles from their Wilderness all-wheel-drive lineup and drove them to Denver, Colorado. The 2022 Forester Wilderness and the 2022 Outback Wilderness adventure vehicles were on display at the REI Denver store to capture the attention of a younger audience with active lifestyles.
Subaru and REI have partnered to bring the automaker’s rugged models in a weekend-long event featuring a first-hand look at the all-new Wilderness trims. Ben and his team hand out free Subaru pins, bags, and a cool towel from Nomadix to use while camping. There is also a free giveaway for a Thule rooftop tent.
Ben told me the team is driving the new Subaru Forester and Outback Wilderness to Bloomington, Minnesota, next and will continue the Subaru/REI road trip for two months before returning home.
While we observed the event, the Forester Wilderness was a hit with a young demographic and older group. The Forester compact SUV has always been synonymous with the outdoors and was the automaker’s first outdoor-themed vehicle along with the Outback.
Subaru of America introduced the new 2022 Forester Wilderness last year. Because of supply chain issues, microchip shortages, and plant shutdowns, The Forester Wilderness has been in short supply for U.S. customers.
What sets the Forester Wilderness apart?
The standard Forester SUV comes with 8.7-inches of ground clearance, while the 2022 Forester Wilderness comes with 9.2-inches for navigation on steep trails. It has longer coil springs, shock absorbers, and unique tuning for ride and handling performance.
The Wilderness has an off-road-tuned suspension, Yokohama Geolandar all-terrain tires, an aluminum engine skid plate, and a steel rear differential skid plate. The upgrades allow camping enthusiasts to get further off the grid.
What is the Forester Wilderness price?
The 2022 Forester comes in six trim levels; The Base Forester starts at $27,070, Premium ($30,070), Sport ($31,640), Limited ($33,750), new Wilderness ($34,695), and Touring ($37,170). Pricing includes destination and delivery fees ($1,175).
How does Subaru get a new generation of active outdoor enthusiasts interested in the brand? They bring their two best off-road models, the 2022 Subaru Forester Wilderness and Outback Wilderness, to REI for campers, hikers, and mountain bikers. You can check out the Subaru Road Trip at REI schedule here. The 2022 Subaru Forester Wilderness may be coming to a city near you.
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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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