Subaru Reports Modest Sales Increase for July 2026

Subaru of America announced a slight increase in vehicle sales for July 2026, with 54,454 units sold, marking a 0.8% rise compared to July 2025. This growth was primarily driven by strong demand for models like the Forester and WRX, alongside the appearance of new vehicles, the Trailseeker and Uncharted, in the sales report. The company's year-to-date sales, however, show a decrease compared to the previous year.

Key Sales Performers

The Subaru Forester continued its strong performance, leading sales for the seventh consecutive month with 15,873 units sold in July 2026. This represents a substantial 33.5% increase over July 2025 figures. The WRX also experienced significant growth, with sales more than tripling to 1,438 units, a 214.7% increase compared to the previous year.

Other models contributing to the overall sales volume include the Crosstrek, which sold 15,789 units, and the Outback, with 13,917 units sold. The Ascent also saw a notable increase, with 4,152 units sold, up 38.1% from July 2025.

New Models and Shifting Demand

July 2026 sales data revealed the presence of two new models: the Trailseeker and Uncharted. The Trailseeker recorded 1,077 units sold, while the Uncharted sold 359 units, indicating their recent introduction to the market. These new additions contributed to the overall monthly sales volume.

Conversely, several established models experienced significant declines. The Legacy saw a sharp drop of 98.9%, selling only 20 units. The Solterra, Subaru's electric vehicle, also experienced a substantial decrease of 91.2% with 138 units sold. Impreza sales were down 38.6% to 1,458 units, and Crosstrek sales declined by 10.4% compared to July 2025.

Overall Market Context

While July 2026 showed a modest 0.8% increase in sales, the broader year-to-date picture reflects a downturn. Subaru of America's year-to-date sales reached 361,794 units, which is a 3.7% decrease compared to the 375,810 units sold during the same period in 2025. This indicates a mixed performance throughout the year.

Company executives noted that customer trust and product attributes such as affordability, advanced technology, and reliability continue to be factors in consumer choices. The company also highlighted its community involvement programs, including the sixth year of Subaru Loves Learning®.

Subaru's July 2026 sales figures present a varied landscape, with certain models demonstrating strong growth and the introduction of new vehicles like the Trailseeker and Uncharted. However, these gains are set against a backdrop of declines for other models and a slight overall decrease in year-to-date sales. This information provides insights for consumers considering Subaru vehicles and for observing market trends.