Subaru’s February Hero
Subaru reported U.S. sales of 45,113 vehicles in February 2026, an 8.2-percent decline from the same period last year. However, it wasn’t all bad news, as the Forester recorded its best February sales ever, with 17,919 units sold — up 24.9 percent from February 2025.
The Forester — a direct rival to the Toyota RAV4 — was one of only two Subaru models to post a sales increase last month. It is available with a hybrid powertrain, allowing it to capitalize on the strong demand for hybrid vehicles in the U.S. The system pairs a 2.5-liter boxer four-cylinder engine with a Toyota-sourced hybrid setup, producing a combined output of 194 horsepower.
Supporting the Forester’s strong sales last month were the Crosstrek and Outback, which sold 11,480 and 8,787 units, respectively.
Kristen Brown
The Lineup’s Rough Patch
The only other model to register a sales increase was the BRZ, which recorded a 13.5-percent year-over-year gain. However, the improvement may not be as impressive as it sounds. The sports car sold just 277 units last month — only 33 more than in the same month in 2025.
As for the rest of the lineup, most models recorded a dip in sales. Declines in sedan and hatchback models such as the WRX and Legacy — the latter of which ended U.S. production in September 2025 — are not surprising, given the market’s preference for crossovers and SUVs. Moreover, the current-generation WRX lacks a proper STI variant, likely making it less appealing for enthusiasts.
One of Subaru’s latest strategies in the U.S. includes introducing two new EVs — the Uncharted and Trailseeker — both of which will arrive in spring 2026. The Uncharted will serve as the brand’s entry-level EV, occupying the same market space as its platform mate, the electric Toyota C-HR, while the Trailseeker will slot above the Solterra, which sold 733 units last month — down 20.8 percent compared with February 2025.
Chase Bierenkoven
Subaru Stays Optimistic
In addition to these two new EVs, Subaru noted that deliveries of the all-new 2026 Outback to retailers are ongoing, despite challenging winter storm conditions. The model features a full redesign and next-generation technologies, including a new 12.1-inch high-resolution multimedia display.
Jeff Walters, president and COO of Subaru of America, believes the brand’s effort to diversify its lineup should help improve its sales. In a press release, he said, “Our versatile lineup is designed to meet a wide range of budgets and needs – from daily commutes, to carpools, to weekends spent accessing the outdoors. With that combination of value and dependability, we’re well-positioned to build momentum in the months ahead.”
Elijah Nicholson-Messmer
Subaru
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Rex Sanchez
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