Subaru Reports 13.2% Sales Increase in September 2026, Forester Leads Growth

Subaru of America (SOA) announced a significant sales increase for September 2026, reporting a 13.2 percent rise compared to the same month last year. The company sold a total of 52,056 vehicles, with the Forester SUV leading the surge by achieving its best September sales performance ever. This strong monthly showing comes as Subaru navigates a slight year-to-date decline in overall sales.

Strong September Performance

Subaru's September 2026 sales reached 52,056 units, marking a 13.2 percent improvement over September 2025. This growth was primarily driven by several key models, including the Forester, Crosstrek, and Outback, all of which posted year-over-year gains. The positive monthly results indicate a robust demand for Subaru's core lineup.

The Forester emerged as the top seller for the month, contributing significantly to the overall increase. Following closely were the Crosstrek and Outback, which also demonstrated solid sales figures. This collective performance helped offset some of the challenges seen in other segments of the brand's portfolio.

Model-Specific Sales Highlights

The Subaru Forester recorded an exceptional September, with 15,989 units sold, representing a substantial 45.9 percent increase compared to September 2025. Year-to-date, Forester sales have climbed 17.6 percent, reaching 156,476 vehicles. This performance underscores the model's continued popularity and its critical role in Subaru's sales strategy.

The Crosstrek maintained strong momentum, selling 15,296 vehicles in September, a 6.8 percent rise from the previous year. The Outback also contributed positively, with 12,651 units sold, marking a 1.9 percent increase over September 2025. These models consistently rank among Subaru's best-selling vehicles, appealing to a broad range of buyers seeking versatile and capable options.

Beyond the SUVs, the enthusiast-focused WRX experienced a notable surge, with sales climbing an impressive 166.1 percent over September 2025, totaling 1,703 units. Its year-to-date sales are up 47.8 percent, reaching 12,027 vehicles. Other models like the Ascent saw an 18.2% increase in September with 3,631 units, while the BRZ was up 20.9% with 214 units. Newer models such as the Trailseeker and Uncharted reported 849 and 215 sales respectively for September 2026.

However, some models faced declines. The Impreza sales were down 36.3% for the month, the Legacy saw a sharp 99.9% decrease, and the Solterra was down 63.2%. These figures highlight a shifting preference towards SUVs and performance models within the Subaru lineup.

Year-to-Date Trends and Future Outlook

Despite the strong September, Subaru of America's year-to-date sales for 2026 stand at 475,878 units, a 1.5 percent decrease compared to the 483,037 units sold by September 2025. This indicates that while recent monthly performance is positive, the company is working to recover from earlier periods in the year.

Subaru executives noted positive customer responses across the model range, particularly highlighting the continued strength of the Forester and the appeal of the WRX to performance-minded customers. The company is also looking to build on this enthusiasm with the recent introduction of limited-production 2027 WRX and BRZ anniversary editions, aiming to maintain interest and drive future sales.

The focus remains on delivering vehicles that meet customer expectations for versatility, capability, and affordability. The strong September results provide a positive indicator for the final quarter of 2026, suggesting potential for continued growth as the year concludes.

Overall, Subaru's September 2026 sales report demonstrates a significant monthly rebound, primarily fueled by the record-setting performance of the Forester and robust contributions from the Crosstrek, Outback, and WRX. While year-to-date figures show a slight dip, the strong finish to the third quarter positions the brand for a more optimistic outlook as it heads into the end of the year with new special editions.