Subaru reported a 1.3% increase in total sales for August 2026, reaching 62,028 units. While the brand saw strong performances from several models, its electric vehicle lineup delivered mixed results, with overall EV sales up but the Solterra experiencing a steep decline.
August Sales Overview
Subaru’s August 2026 sales climbed to 62,028 units, marking a 1.3% increase compared to the same month last year. The Crosstrek remained the brand’s top seller with 19,541 units, though this represented a 4.4% decrease year-over-year. The Forester saw a notable rise of 17.8% to 16,760 units, while the Outback slipped 3.4% to 15,233 units.
The Ascent stood out with a 37.2% jump to 5,155 units, following the announcement of the 2027 model in June, which introduced a new Deepwater Blue Pearl paint option and USB Type-C charging ports. WRX sales surged by 191%, attributed to recent price reductions and a renewed focus on affordability. Dealers also managed to sell five Legacy sedans, despite production ending nearly a year ago.
EV Performance: Growth and Challenges
Subaru’s electric vehicle sales increased by 21.3% in August, totaling 1,765 units compared to 1,466 a year earlier. However, the Solterra, Subaru’s first mass-market EV, saw sales plummet 86.6% to just 197 units. In contrast, the newer Trailseeker and Uncharted EVs contributed 1,248 and 320 units respectively, helping to offset the Solterra’s decline.
The shift in EV sales suggests that the Trailseeker and Uncharted models are gaining traction, potentially at the expense of the Solterra. Despite this, limited Solterra inventory—reportedly only 70 units available at dealers—may also be impacting its sales performance.
Competitor Comparison
In the mid-size SUV segment, the Subaru Outback faces competition from models such as the Honda Passport, Hyundai Santa Fe, and Ford Edge. Each of these rivals offers a blend of practicality and performance, with pricing and feature sets that appeal to similar buyers. Subaru’s continued focus on SUV and crossover models helps it maintain a strong presence in this competitive market.
Why this matters
Subaru’s August results highlight both the brand’s resilience and the evolving dynamics of its EV lineup. The overall sales increase, despite a challenging year-over-year trend in 2025, demonstrates Subaru’s ability to adapt and respond to market shifts. The sharp drop in Solterra sales, contrasted with the growth of newer EV models, underscores the importance of product updates and inventory management in the rapidly changing electric vehicle market.
What this means for buyers
For buyers considering a Subaru, the brand’s strong SUV lineup continues to offer a range of options, with the Crosstrek, Forester, and Outback remaining popular choices. Those interested in electric vehicles may find increased availability and updated features in the Trailseeker and Uncharted models, while Solterra inventory appears limited. Shoppers should compare Subaru’s offerings with competitors like the Honda Passport, Hyundai Santa Fe, and Ford Edge to find the best fit for their needs.
Key Specs
- Total August 2026 Sales: 62,028 units
- Crosstrek August Sales: 19,541 units
- Forester August Sales: 16,760 units
- Outback August Sales: 15,233 units
- Ascent August Sales: 5,155 units
- WRX August Sales: 191% increase
- Solterra August Sales: 197 units (down 86.6%)
- Total August EV Sales: 1,765 units (up 21.3%)
Source
Images sourced from: electrek.co, carscoops.com
