It's been a rough two years for Subaru of America, but things are finally looking up. If Subaru's sales in the first two months are any indication, it could be a good year for Subaru of America. A new CEO starts April 1, 2023, and SOA has things going in the right direction for the new boss, with two new models coming this spring. So look for Subaru to pick up the pace now.
SOA reported another sales increase in February, continuing the upward trend in 2023. Subaru says sales were up 2.1 percent last month, the seventh consecutive month of month-over-month sales increases for the Camden, N.J. automaker.
SOA delivered 45,790 new Subaru vehicles to customers for February 2023 compared with February 2022 (44,866). "We had a strong showing in February and our seventh consecutive monthly increase. Subaru car buyers are looking for the adventurous driving experience our vehicles offer," said Jeff Walters, the new President, and Chief Operation Officer at Subaru of America.
Subaru February winners
The hot Crosstrek started the year hot, and in February, the subcompact SUV got red hot. As a result, the 2023 Crosstrek was SOA's overall sales leader again. In addition, Crosstrek was the top performer by volume, achieving its best February ever with 14,816 vehicle sales, surpassing its previous record set in February 2022 (14,476).
Photo credit: Michael's Subaru
The Crosstrek also had a record month in January to start the year. The hot Crosstrek is up 14.7 percent for the first two months of the year, the most of any Subaru nameplate.
The newly upgraded 2023 Subaru Outback midsize SUV increased 5.5 percent in February, with 9,108 models sold compared with 8,637 in February 2022. As a result, the Outback drops to third place in the lineup. Outback is up 1.9 percent in the first two months of 2023.
The 2023 Subaru Legacy midsize sedan had a surprise jump in sales, up 7.7 percent, with 1,526 models delivered to customers compared with 1,417 in February 2022. However, the Legacy sedan is down 3.9 percent in the first two months of 2023.
The next-generation 2022 Subaru WRX was up 8,280.7 percent in February, with 2,598 performance models delivered to customers. The WRX had another massive increase over last February 2022 when it only had 31 sales because Subaru Corporation switched to the new model. As a result, the WRX achieved its best February ever and is up 1137.6 percent in 2023.
The next-generation 2022 BRZ sports coupe had 368 sales in February, up 5.4 percent from February 2022, when SOA delivered 349 models to customers. BRZ is up 2.9 percent in the first two months.
The all-new 2023 Subaru Solterra EV, in its third month of sales, had 347 compact SUV sales in February. The Solterra is a winner, and SOA has already sold its U.S. allotment of the automaker's first new electric model.
In February, the 2023 Subaru Forester compact SUV finished second in SOA's lineup. However, Forester continued its slide and dropped 10.9 percent, with 10,030 models sold compared with 11,255 in February 2022. Forester drops 18.7 percent in the first two months.
The refreshed 2023 Subaru Ascent is the fourth best-selling SUV in the lineup, with 4,406 3-Row SUVs delivered to customers in February. However, the Ascent was down 15.0 percent compared with the 5,181 models sold in January 2022. The Ascent is down 15.6 percent in the first two months.
The 2023 Subaru Impreza compact sedan and hatchback continue their slide before the next-generation hatchback arrives this spring. SOA delivered 2,591 compact models to customers in February, down 26.4 percent compared with 3,520 sales in February 2022.
Subaru of America positions itself to take advantage of the return to normalcy as inventory improves. Subaru has a new CEO and COO and two all-new next-generation models coming this spring: the 2024 Impreza hatchback and the 2024 Crosstrek subcompact SUV. After two bad years, it's shaping up to be a good year for Subaru of America. Look for Subaru to pick up the pace now.
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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: Subaru USA