Toyota is outselling Subaru across four pairs of closely related vehicles in 2026, with 40,401 combined sales compared with 16,864 for Subaru, according to the automakers’ latest sales reports. Subaru leads in just one matchup, the bZ Woodland versus the Trailseeker, where its model starts $5,305 below Toyota’s equivalent.
The sales figures reveal a clear advantage for Toyota across the shared lineup, but pricing varies by model and drivetrain. While lower starting prices help explain some of the differences, the results also show that the less expensive vehicle does not always lead its segment.
Toyota vs. Subaru: 2026 Sales Comparison
Toyota leads in three of the four model pairings, including the bZ and Solterra, the C-HR and Uncharted, and the GR86 and BRZ. Subaru’s Trailseeker outsells the Toyota bZ Woodland, giving the brand its only sales victory among the four pairs.
| Shared Model Pair | Toyota Sales | Subaru Sales |
|---|---|---|
| bZ / Solterra | 24,944 | 5,635 |
| C-HR / Uncharted | 7,215 | 3,385 |
| GR86 / BRZ | 5,642 | 2,234 |
| bZ Woodland / Trailseeker | 2,600 | 5,610 |
The combined figures put Toyota more than 23,000 sales ahead of Subaru across the four pairs. The biggest difference appears in the bZ and Solterra matchup, where Toyota has sold more than four times as many vehicles.
Toyota bZ vs. Subaru Solterra: The Biggest Sales Gap
The Toyota bZ and Subaru Solterra are the oldest of the three electric-vehicle pairings. Toyota has sold 24,944 bZ models this year, a 103% increase from 12,264. Subaru, meanwhile, has sold 5,635 Solterras, down 43.5% from 9,972.
Pricing and drivetrain availability differ between the two electric SUVs. The 2026 Toyota bZ XLE starts at $34,900 with front-wheel drive, while the Subaru Solterra is available only with all-wheel drive and starts at $38,495.
That makes the entry-level bZ $3,595 less expensive than the Solterra. However, buyers who want all-wheel drive face a different comparison: the all-wheel-drive Toyota bZ XLE costs $39,900, making the Solterra $1,405 cheaper.
The sales figures favor Toyota despite the Solterra’s lower starting price among the all-wheel-drive versions. The gap between the two models is particularly notable because their year-to-date sales have moved in opposite directions.
Subaru Trailseeker Beats Toyota bZ Woodland
The bZ Woodland and Trailseeker are the only pair in which Subaru leads Toyota in sales. Both models come standard with dual motors and all-wheel drive, but their starting prices differ substantially.
The 2026 Subaru Trailseeker starts at $39,995, compared with $45,300 for the 2026 Toyota bZ Woodland. The $5,305 difference gives the Trailseeker a clear starting-price advantage.
Subaru has sold 5,610 Trailseekers this year, more than twice Toyota’s 2,600 bZ Woodlands. The price gap remains the same as it was in January, and Subaru continues to lead the matchup in sales.
Among the four shared model pairs, this is the clearest example of the less expensive vehicle also recording higher sales.
Toyota C-HR vs. Subaru Uncharted
Toyota also leads the electric C-HR and Subaru Uncharted comparison, with 7,215 C-HR sales against 3,385 Uncharteds.
The 2026 Toyota C-HR is offered exclusively with dual motors and all-wheel drive, starting at $37,000. Subaru’s Uncharted has a lower entry price, with the Premium front-wheel-drive model starting at $34,995.
The comparison changes when all-wheel drive is required. The least expensive all-wheel-drive Uncharted is the Sport, which starts at $39,795. That makes the Toyota C-HR $2,795 less expensive than the Subaru model in this configuration.
The Uncharted therefore offers the lower starting price for buyers who want front-wheel drive, while the C-HR has the lower starting price among these two models with all-wheel drive. Toyota nevertheless maintains a substantial sales lead.
Toyota GR86 vs. Subaru BRZ: Toyota Maintains Its Lead
The Toyota GR86 outsells the Subaru BRZ by about two and a half to one, even as sales of both sports cars decline this year.
The 2026 GR86 starts at $31,400 with a manual transmission. The Subaru BRZ is now available only in Limited and tS forms, with the Limited starting at $35,860. The Toyota therefore costs $4,460 less at the starting price.
GR86 sales are down 30.4%, while BRZ sales have declined 2.2%. Despite the sharper drop, Toyota has sold 5,642 GR86 models compared with 2,234 Subaru BRZs.
The results reinforce Toyota’s advantage in this pairing, although the sales declines show that both models are selling fewer vehicles than in the comparable previous period.
2026 Toyota and Subaru Model Prices Compared
The following starting prices show how the four model pairings compare across their listed trims and drivetrains.
| 2026 Model | Starting Price | Drivetrain |
|---|---|---|
| Toyota bZ XLE | $34,900 | FWD |
| Toyota bZ XLE AWD | $39,900 | AWD |
| Subaru Solterra Premium | $38,495 | AWD |
| Toyota bZ Woodland | $45,300 | AWD |
| Subaru Trailseeker | $39,995 | AWD |
| Toyota C-HR SE | $37,000 | AWD |
| Subaru Uncharted Premium | $34,995 | FWD |
| Subaru Uncharted Sport | $39,795 | AWD |
| Toyota GR86 | $31,400 | RWD |
| Subaru BRZ Limited | $35,860 | RWD |
All listed prices are before destination charges. Those charges are $1,595 for Toyota’s electric vehicles, $1,295 for the GR86, $1,450 for Subaru’s electric vehicles and $1,195 for the BRZ.
Does Price Explain Toyota’s Sales Advantage?
Price accounts for part of the sales differences, but it does not explain every result. In the two pairings where one model has a lower starting price than its counterpart, the less expensive vehicle also leads in sales: the Toyota GR86 outsells the BRZ, while the Subaru Trailseeker outsells the bZ Woodland.
The other two matchups are more complicated. The Toyota bZ offers the lowest entry price among these electric vehicles at $34,900, while the Subaru Uncharted Premium starts just $95 higher at $34,995. For all-wheel-drive buyers, however, the Solterra is $1,405 cheaper than the all-wheel-drive bZ.
The C-HR and Uncharted present a similar contrast. Toyota’s C-HR starts at $37,000 and comes only with all-wheel drive, while the least expensive all-wheel-drive Uncharted, the Sport, starts at $39,795. Even with these price differences, Toyota outsells Subaru in both pairings.
Neither company’s sales report explains the differences between the brands’ results. Dealer footprint, leasing and incentive offers, and inventory could all play a role, but the available figures do not establish how much each factor contributes.
The Solterra’s 43.5% sales decline is another notable development, although the reported numbers do not provide an explanation for the drop.
Which Toyota or Subaru Twin Should Buyers Choose?
The better starting point depends on the model pairing and the drivetrain a buyer wants. The listed prices and sales results point to different advantages across the four comparisons.
- Toyota bZ vs. Subaru Solterra: Choose the bZ for a lower-priced front-wheel-drive option. For all-wheel drive, the Solterra starts $1,405 below the all-wheel-drive bZ.
- Toyota C-HR vs. Subaru Uncharted: The C-HR has the lower starting price among the all-wheel-drive versions. The Uncharted Premium is the less expensive choice for buyers who prefer front-wheel drive.
- Toyota GR86 vs. Subaru BRZ: The GR86 starts $4,460 lower than the BRZ Limited.
- Toyota bZ Woodland vs. Subaru Trailseeker: The Trailseeker starts $5,305 lower and has the higher year-to-date sales total.
Toyota holds the overall sales advantage across the four shared model pairs, but Subaru leads the bZ Woodland and Trailseeker matchup with a lower starting price. The results show that pricing is an important point of comparison, while the sales reports alone do not explain the full gap between the two automakers.
