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Is Subaru Outback Losing Its Grip? It's The Most Popular In Only One US City

The 2020 Subaru Outback is the number one selling wagon in America, but check out what hot vehicle it’s now losing ground to.

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The 2020 Subaru Outback is the most popular wagon in America, but the multi-purpose vehicle is the most popular car in only one U.S. city, Portland Oregon. The Outback is not losing ground to an SUV, it’s being passed by a pickup truck. The Ford F-150. In cities like Denver, Seattle-Tacoma, Billings, and Anchorage where the Outback has been historically strong, the Ford F-150 is now king.

The Subaru brand is strong in the Northeast, Rocky Mountain, and Pacific Northwest regions and sells many fuel-efficient all-wheel-drive Outback models in those areas of the country because of its “go-anywhere” attitude. But with gas prices low in the U.S., (AAA says the average is $1.85 for regular unleaded as of this writing) record numbers of buyers are now opting for the Ford F-150.

2020 Subaru Outback

In fact, the Ford F-150 is now the top-selling vehicle in America. Here are the top-10 states where Subaru sells the most vehicles, and the current top-selling brand and model.

1. Vermont 11.3% percent (Toyota RAV4)
2. Maine 6.5% (Toyota RAV4)
3. New Hampshire 5.8% (Chevrolet Silverado 1500)
4. Connecticut 4.4% (Nissan Rogue)
5. Colorado 4.3% (Ford F-150)
6. Oregon 4.1% (Ford F-150)
7. Montana 4.0% (Ford F-150)
8. Alaska 4.0% (Ford F-150)
9. Washington 3.8% (Ford F-150)
10. Massachusetts 3.6% (Toyota RAV4)

It’s hard to argue with buyers choosing the Ford F-150 pickup truck over the Outback wagon. The Ford F-150 has a starting MSRP of $30,440 with a V6 engine and it gets 21/28 city/highway mpg. The base 2020 Subaru Outback starts at $27,655 including destination. The Outback 2.5i gets an EPA estimated 26/33 city/highway mpg.

2020 Subaru Outback

With gas prices so low, pickup trucks outsold passenger cars in the U.S. last month for the first time ever as buyers flock toward bigger vehicles. It’s also due to no-interest financing offers that are driving pickup sales. Lower payments mean buyers can afford the bigger vehicles for now.

Should Subaru be worried? The 2020 Subaru Outback will remain a top model in the Japanese automaker’s stable even though it’s been passed recently by the Forester compact SUV. With truck sales passing SUVs, is it the right time for Subaru to build a new mid-size pickup?

You Might Also Like: The All-New Subaru Outback Wagon Loses More Ground To A Hot Forester SUV

Denis Flierl has invested over 30 years in the automotive industry in a variety of roles. All of his reports are archived on our Subaru page. Follow Denis on Facebook, Twitter, Instagram, Subaru Report. Check back tomorrow for more Subaru news and updates at Torque News!

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Photo credit: Subaru, Timmons Subar

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Danny disposable (not verified)    May 14, 2020 - 10:14AM

In reply to by Ben (not verified)

The baja is my favorite car/truck (vehicular hermaphrodite) I own an 06 since new and a 05 which i bought as a parts car . If Subaru came out with a new version of the baja or something like it ,I probably buy it in second . Come on Subaru lets bring back the baja .

Rick (not verified)    May 13, 2020 - 5:11PM

Gas prices temporarily down and they jump all over it not thinking gas prices will rise a lot and they will still have guzzlers that need to be fed. Often seen in big American SUV owners. It's like signing up for country club because you found $5 on the floor

David Smith (not verified)    May 13, 2020 - 6:41PM

I drive a '19 Outback and live in Colorado. Gas prices could drop to .50 a gallon. I still wouldn't want or need an F150. Completely different customer with different needs. If Subaru wants to investigate market share loss for the Outback, they don't need to look far. I am sure the Ascent has impacted OB sales far more significantly than a Ford PU.

Matthew Leger (not verified)    May 13, 2020 - 9:18PM

Once the economy gets back booming all those people will be still be stuck home because the gas prices are going to skyrocket.

Sai K (not verified)    May 14, 2020 - 12:22AM

I'm ready to buy an 2021 Outback XT with stick shift. If CVT, I will go RAV4 Prime plugin.

Except for Symmetrical AWD, I somehow think all Subarus are over-hyped.

Ford technician (not verified)    May 14, 2020 - 7:32AM

Ive worked at ford for a phew years now. The 2.7 3.5 and the 3.7 f150s are junk. Out if the factory the 2.7 f150 oil pans leak. All of the f150s need door latch recalls because customers complain about not beimg able to open their door in the snow. All around ford turned them selfs to a throw away truck. You get in a accident they dont hold up. Subarus are the best cars ive owned I have a wrx and a 05 outback xt. Love my outback. Ive had friends get in head on collisons in foresters and outbacks my buddy rolled is outback 5 times and still running can a ford do that nope. The front end on the f150 and silverados my friends got in a acvidemt with the ford and Chevy did not hold up. Subarus did. Subaru is built for family's and their safety and the ability to go anywhere. Fuck fords and chevys.

John Hunter (not verified)    May 14, 2020 - 8:58AM

I've always been an Outback fan but the newer models feel like SUV's more than wagons. I'm not an SUV guy and was rather bummed at how much the new Outbacks look and feel like an SUV. Guess I'll just continue to try and keep the ol' 02 Sport going, so far so good but that mileage is really getting high (223,xxx)

Marcia E Gortowski (not verified)    May 14, 2020 - 10:05AM

2 cracked, 1 chipped windshield and now a chipped and cracked passenger window on a 2018 Outback makes me rethink my purchase.

James (not verified)    May 14, 2020 - 9:12PM

I have a 2015 outback 2.5 l limited with eyesight. I believe now that Subarus quality has gone down and they're just worried about quantity. Have 93,000 miles on my outback. I just had my third wheel bearing changed. The first one was changed at 27000 the right rear. I just had two left rear changed. And the right front.
2015 was a bad year. Catalytic converters O2 sensors mass, air flow sensors. Luckily I had the extended warranty and everything is been covered so far. But this last wheel bearing I bought it in and the dealership told me they had no records of any of the other wheel bearings being changed. So I brought the receipt and when I went to pick up the car. And they looked it up they said it was a listed under something else. It was not claimed as warranty and Subaru was never notified. Sounds like a scam to me. The 2.5I in the 2015 has no power. Car knocks and pings when it's cold, The dealership says there's nothing wrong. Maybe the turbo will make a difference.

Innocent Bystander (not verified)    May 19, 2020 - 4:08PM

Subaru should build a family van with a camper option. Retool their US factory and be ahead of the curve for when VW releases their I.D. Buzz in 2020.

VS (not verified)    February 19, 2021 - 9:35PM

Subaru's are poor quality vehicles, over-rated all wheel drive, noisy, cheaply made parts CR/JDP says they need more maintenance and are more expensive to repair then competitors. I owned 3 Subaru's over 25 years, the 2014 Crossturd was my last... I'm in ex mode