Subaru Sales Climb 1.3% in August 2026, Key Models See Gains

Subaru of America reported a 1.3 percent increase in vehicle sales for August 2026, moving 62,028 units compared to August 2025. This performance marks a modest gain for the manufacturer, with several models achieving their best monthly sales figures for the year. However, year-to-date sales for 2026 show a 3 percent decrease, with 423,822 vehicles sold compared to 437,030 in the same period last year.

August 2026 Model Performance Highlights

The Crosstrek secured the top-seller position for August 2026, with 19,541 units sold, marking its strongest sales month of the year. Despite this, Crosstrek sales for the month were down 4.4 percent compared to August 2025. The Forester also performed strongly, selling 16,760 units, an increase of 17.8 percent over the previous year.

Other models that recorded their best monthly sales of the year in August include the Ascent, Outback, and WRX. The Ascent saw a significant 37.2 percent increase, with 5,155 units sold. The WRX experienced a substantial surge, with sales up 191 percent to 1,778 units for the month. The Outback sold 15,233 units, a slight decrease of 3.4 percent compared to August 2025.

Year-to-Date Sales Trends

For the year-to-date, the Forester remains Subaru's top-selling nameplate, with 140,487 units sold, representing a 15.1 percent increase over the same period in 2025. The WRX also demonstrated strong year-to-date growth, with sales up 37.7 percent to 10,324 units. The Ascent's year-to-date sales increased by 2.4 percent, reaching 28,925 units.

Conversely, several models faced year-to-date declines. Crosstrek sales were down 4.3 percent to 122,953 units. The Outback saw an 11.4 percent decrease, with 92,108 units sold. The Impreza experienced a significant 43 percent drop, selling 11,396 units, while the Legacy's sales fell by 85.5 percent to 2,206 units. The Solterra, Subaru's electric vehicle, also saw a 42.6 percent decrease in year-to-date sales, totaling 5,472 units.

New Models and Declining Segments

August 2026 saw the introduction of two new models, the Trailseeker and Uncharted, which contributed to the overall sales figures. The Trailseeker sold 1,248 units for the month, accumulating 4,761 units year-to-date. The Uncharted sold 320 units in August, bringing its year-to-date total to 3,170 units. These new additions aim to diversify Subaru's lineup and attract new customers.

However, some established models continued to face challenges. Impreza sales for August were down 41.2 percent, with only 1,556 units sold. The Legacy recorded a sharp 99.8 percent decrease, selling just 5 units in August. The Solterra's monthly sales also dropped significantly by 86.6 percent to 197 units. The BRZ, a niche sports car, saw a modest 6.8 percent increase in August sales, with 235 units sold.

Overall, the Subaru August 2026 sales report indicates a mixed performance, with strong showings from key SUV and performance models offset by declines in other segments and a slight dip in overall year-to-date figures. The introduction of new models suggests an effort to adapt to evolving market demands and maintain competitive standing.