Subaru delivered a strong sales performance in October 2026, with the Crosstrek and Forester leading the way after both crossovers recorded their best October sales ever in the United States. The automaker sold 54,090 vehicles during the month, representing a 6% increase compared with October 2025, although year-to-date sales remain down by just under 1%.
Subaru Crosstrek and Forester Deliver Record October Sales
The Crosstrek and Forester were Subaru’s strongest performers in October, with sales separated by just 480 vehicles. The Crosstrek finished ahead as the brand’s best-selling model for the month, while the Forester continued to hold a substantial lead in year-to-date sales.
The Crosstrek, Subaru’s most affordable crossover, starts at $26,995. The Forester occupies a higher position in the lineup, with a starting price of $29,995.
Here is how the two models performed compared with October 2025:
| Model | October 2026 | October 2025 | Change |
|---|---|---|---|
| Subaru Crosstrek | 16,574 | 16,284 | +1.8% |
| Subaru Forester | 16,094 | 12,769 | +26% |
Although the Crosstrek narrowly outsold the Forester in October, the Forester remains Subaru’s year-to-date sales leader, with 172,570 units compared with 154,823 for the Crosstrek.
2026 Updates Help Subaru’s Two Leading Crossovers
Both models received significant updates for 2026, changes that appear to have supported their sales performance.
The Forester Wilderness received an update for the 2026 model year, while every Forester trim gained a redesigned center console.
The Crosstrek’s most important changes focused on its powertrain lineup. Subaru discontinued the 2.0-liter engine in non-hybrid models and made a 180-horsepower 2.5-liter engine standard across all trims. The automaker also introduced a new Crosstrek Hybrid for 2026, although its sales are not reported separately.
Subaru BRZ and WRX Record Strong Sales Growth
Subaru’s performance-oriented models also posted notable gains in October. BRZ sales reached 237 units, an increase of 30.2%, while the WRX recorded 1,707 sales, up 137.1% compared with the same month last year.
The WRX has also delivered a 55% increase in year-to-date sales in 2026. Its manual transmission option remains a distinguishing feature among the relatively small number of compact sports sedans offering a manual gearbox.
Subaru Outback Leads the Remaining Models
The Outback ranked as Subaru’s third-best-selling vehicle in October, with 13,711 units sold. The Ascent followed with 3,423 sales, while the Impreza recorded 1,499 units.
Subaru’s expanding electric vehicle lineup was led by the Trailseeker, which recorded 396 sales. The Uncharted followed with 301 units, while the Solterra finished with 146.
The Solterra’s year-to-date sales are down 42.1%, despite strong results for its related Toyota bZ model.
Subaru Reports Its Sixth Consecutive Month of Sales Growth
Jeff Walters, President and Chief Operating Officer of Subaru of America, highlighted the company’s sixth consecutive month of increased sales and credited Subaru retailers with helping customers find vehicles suited to their needs.
“Our sixth consecutive month of increased sales was marked by Subaru retailers’ efforts to help customers find the vehicles that allow them to live the life they choose,” Walters said.
He also pointed to Subaru’s combination of safety, capability, versatility, and affordability, alongside its gasoline, hybrid, and electric vehicle offerings.
Subaru Still Faces Challenges in Reaching Its U.S. Market Goal
Despite October’s positive results, Subaru’s growth remained below the increases reported by Japanese competitors Mazda and Honda. Mazda sales rose 25%, while Honda recorded a 9.1% increase.
The Forester has been particularly important to Subaru’s performance in 2026. It is the brand’s only model to exceed 170,000 year-to-date sales and the only vehicle in its lineup to deliver significant growth in volume terms.
A new report indicates that Subaru is targeting a 5% share of the U.S. automotive market, significantly above the 3.9% share it achieved at the end of 2025. However, its year-to-date sales figures suggest the company is not approaching that target as quickly as it had hoped.
Subaru plans to introduce additional models in the coming years. Its lineup needs a new three-row SUV, including a hybrid version, as well as an affordable sedan capable of competing with the Corolla. The Impreza is currently available only as a hatchback.
Although Subaru benefits from a loyal customer base, some buyers looking for vehicles outside its current lineup are turning to competing brands. Expanding its range with additional body styles and powertrain options could help the automaker strengthen its position in the U.S. market.
