Car buyers looking for reliability, safety, and value often turn to Subaru, a brand known for its all-wheel-drive capability, strong resale value, and commitment to safety. Subaru of America’s January 2025 sales report provides key insights into the company’s continued growth and consumer preferences. With a 4.1% increase in total vehicle sales compared to January 2024, Subaru marked its 30th consecutive month of year-over-year growth—an impressive feat in an industry often affected by economic fluctuations and shifting consumer trends.
Jeff Walters, President and Chief Operating Officer of Subaru of America, Inc., credited this momentum to the dedication of Subaru’s network of retailers and the brand’s ability to deliver vehicles that meet the evolving needs of customers. As new models enter the market and electric vehicles gain traction, Subaru remains positioned for continued success.
Top Performers: Subaru’s Best-Selling Models in January 2025
Several models stood out in Subaru’s lineup, showing strong sales performance and growing consumer interest.
- Forester – 12,948 units sold: The Forester continues to dominate as Subaru’s best-selling model for January. Known for its spacious interior, excellent fuel economy, and advanced safety features, it remains a top choice for families and adventure-seekers alike. The 2025 model includes Subaru’s latest EyeSight Driver Assist Technology and an updated infotainment system, making it even more appealing.
- Crosstrek – 12,625 units sold (+11.5% YoY): The Crosstrek saw significant growth compared to January 2024. With its compact size, standard AWD, and increased ground clearance, it appeals to urban drivers and outdoor enthusiasts alike. Its plug-in hybrid variant also contributes to its rising popularity, offering improved fuel efficiency.
- Outback – 10,794 units sold: The Outback remains a staple for buyers who want the utility of an SUV with the drivability of a wagon. Its off-road-ready features, ample cargo space, and new turbocharged engine option continue to attract a loyal customer base.
While these models led the pack, Subaru’s other vehicles also played a role in maintaining strong overall sales.
Subaru’s Growing Footprint in the Electric Vehicle Market
Subaru’s all-electric SUV, the Solterra, achieved its best-ever January sales performance with a 177% increase compared to the same month in 2024. The growth suggests a rising interest in electric vehicles (EVs) within Subaru’s lineup.
With state and federal EV incentives in place, more consumers are considering electric options, and Subaru's partnership with Toyota in developing the Solterra has helped the model gain credibility in a highly competitive EV market. The 2025 Solterra features an upgraded battery with increased range, a more efficient all-wheel-drive system, and a refined interior that enhances comfort and connectivity. For environmentally conscious buyers who still want the brand’s signature AWD capability, the Solterra offers a compelling option.
Areas of Decline: Models That Struggled in January 2025
While Subaru’s overall sales performance was positive, not all models experienced growth.
- Subaru Ascent – 3,113 units sold (-16.3% YoY): The Ascent, Subaru’s largest SUV, saw a decline in sales compared to January 2024. This may be due to increased competition in the three-row SUV market, where brands like Toyota, Hyundai, and Kia continue to expand their offerings. Some buyers also cite concerns about fuel efficiency and the Ascent’s turbocharged engine longevity compared to naturally aspirated V6 competitors.
- Subaru BRZ – 353 units sold (-10.4% YoY): The BRZ, Subaru’s small, lightweight sports car, also saw a slight drop in sales. While still a favorite among driving enthusiasts, the model faces competition from newer entries in the affordable sports car market, including the Toyota GR86 (its mechanical twin) and the Mazda MX-5 Miata.
What This Means for Car Buyers
For consumers in the market for a new vehicle, Subaru’s strong sales numbers reinforce the brand’s reputation for reliability, resale value, and safety. If you’re considering a Subaru Forester, Subaru Crosstrek, or Subaru Outback, the sales data suggests these models remain popular for good reason—each offers a combination of practicality and performance that aligns with different lifestyles.
If you’re thinking about switching to an electric vehicle, the Solterra’s rapid growth signals a shift in consumer demand. It’s worth exploring how it compares to other EV options, particularly in terms of charging infrastructure, range, and AWD capability. Subaru is expanding partnerships with EV charging networks to enhance usability for drivers making the transition from gas-powered vehicles.
For those eyeing a three-row SUV, the Ascent’s declining sales may indicate that competitors are offering better alternatives. Before committing, consider test-driving rivals like the Toyota Grand Highlander, Kia Telluride, or Hyundai Palisade to compare comfort, features, and driving dynamics.
