Subaru has announced its sales results for October 2026, and there were a number of highlights for the brand last month. It sold 54,090 vehicles in October, an increase of 6%, although year-to-date sales are down by just under 1%. Two of the brand’s top-performing models last month were the Crosstrek and Forester. Sales were almost identical between these two crossovers and both achieved best-ever October figures.
Record Sales For Subaru’s Popular Crossovers
2026 Subaru Forester Wilderness
Cole Attisha
The Subaru Crosstrek is the brand’s most affordable crossover with a base price of $26,995. The compact Forester is positioned above the Crosstrek and starts at $29,995. Here’s a look at how each vehicle performed in October and for the year so far.
|
October 2026 |
October 2025 |
% Change |
|
|
Subaru Crosstrek |
16,574 |
16,284 |
+1.8% |
|
Subaru Forester |
16,094 |
12,769 |
+26% |
The Crosstrek was just 480 units ahead of the Forester last month, but both had their best October ever in the United States. Although the Crosstrek took the lead as Subaru’s top-selling model last month, the Forester is still comfortably ahead for the year (172,570 units to 154,823).
Both SUVs underwent significant changes for 2026 and these updates seem to have had a positive effect on sales. The Forester Wilderness was updated for 2026 and all trims received a new center console design. For the Crosstrek, the main updates for 2026 related to powertrains. Subaru dropped the underpowered 2.0-liter engine for non-hybrid models; all trims now use a 180-horsepower 2.5L mill. A new Crosstrek Hybrid was also introduced for 2026, although Subaru does not report sales for the hybrid separately.
Strong Gains For BRZ and WRX
2026 Subaru WRX
Subaru
Subaru’s two performance models also had a good October. Sales of the BRZ were up to 237 units, an increase of 30.2%, while the WRX found 1,707 homes, up by 137.1%. The WRX is one of only a handful of small sports sedans with a manual gearbox, so it’s encouraging to see a healthy increase in sales for this model in 2026 (+55%).
The Outback was the third best-selling model in October (13,711), followed by the Ascent (3,423) and Impreza (1,499). Subaru’s expanding EV lineup was led by the Trailseeker (396), followed by the Uncharted (301) and Solterra (146). The Solterra’s year-to-date sales are down by 42.1%, despite the related Toyota bZ enjoying a very strong year.
“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,” said Jeff Walters, President and Chief Operating Officer, Subaru of America. “With a lineup that combines safety, capability, versatility, and affordability, Subaru continues to offer the gas, hybrid, and EV options they can count on every day and on their next adventure.”
Final Thoughts
Kyle Edward – Autoblog
Despite a strong October, Subaru’s growth didn’t quite keep pace with Japanese rivals Mazda (+25%) and Honda (+9.1%). The Forester is doing the heavy lifting for Subaru in 2026; it’s the only model to surpass 170,000 sales and the only one that has posted significant growth on a volume basis.
According to a new report, Subaru is looking to attain a 5% share of the U.S. car market, which is significantly more than the 3.9% it achieved at the end of 2025. Year-to-date sales show that Subaru is not getting as close to that goal as it would have liked, but it plans to introduce more models in the years ahead. It needs a fresh three-row SUV (including a hybrid variant) and an affordable sedan to take on the Corolla, as the Impreza is now limited to a hatchback body style. Subaru fans are loyal, but many of them are forced to find what they’re looking for from rival brands. A more complete lineup could boost the brand’s fortunes in this market.
