Subaru’s Strategic Model Onslaught: Revitalizing Sales and Reversing the Slide

Subaru Australia’s Sales Performance and Future Outlook

Subaru Australia has faced a decline in sales in the last two years, but the introduction of new models and powertrain options indicates a positive outlook for the brand.

In 2025, Subaru’s sales were only 3.9% lower than the previous year, with a total of 39,005 units sold compared to 40,604 in 2024. However, the sales figures for the first five months of 2026 show a more significant decrease of 22.1% compared to the same period in the previous year, with nearly 4000 fewer units sold.

Despite this decline, Subaru’s current performance is still below its peak in 2023 when it achieved over 46,000 deliveries. Recent sales data places Subaru behind competitors such as Geely, Omoda Jaecoo, and BMW in the Australian market.

However, with the launch of new models like the new-generation Forester and Outback, an updated Solterra EV, and the Trailseeker EV, Subaru’s local distributor, Inchcape, remains optimistic about the brand’s future.

According to Blair Read, the managing director of Inchcape, Subaru has undergone a range rationalization in recent years, with a focus on expanding the product range across multiple powertrains to align with future customer and industry trends.

Over the past year, Subaru has been active in introducing new models in Australia, including the new-generation Forester with hybrid technology, an updated Solterra EV with improved performance and affordability, the new Outback, the Trailseeker EV, and the upcoming Uncharted EV.

Mr. Read also highlighted Subaru’s global initiatives, such as the introduction of hybrid versions of the Crosstrek and Layback in Japan, as well as plans for new manual-equipped models and a three-row SUV in the US.

Despite these global developments, specific details about the availability of these models in Australia have not been confirmed.

Subaru’s strategic focus in recent years has been on refreshing its model range to align with evolving customer and industry trends. With the introduction of more hybrid and electric models, Subaru aims to compete with Chinese manufacturers who have gained traction in Australia’s top-selling brands.

As Subaru Australia prepares to end 2026 with nine models in showrooms, including five hybrid or electric options, the brand is poised to meet the changing demands of the market and reinforce its position in the automotive industry.

For more information on Subaru’s latest offerings and updates, explore the Subaru showroom.

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