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Subaru of America Reports Noteworthy Sales Growth in July 2026

In a remarkable display of resilience and market appeal, Subaru of America, Inc. has announced a notable increase in vehicle sales for the month of July 2026. Reporting a total of 54,454 vehicles sold, the company experienced a 0.8% rise compared to the same period last year. This growth is particularly significant as Subaru continues to navigate a highly competitive automotive landscape.

For the seventh consecutive month, the Subaru Forester emerged as a standout performer, solidifying its position as the top-selling Subaru model with 15,873 units sold—marking a 33.5% increase from July 2025. This continued success can be attributed to its blend of reliability, spaciousness, and versatility, appealing widely to families and outdoor enthusiasts alike.

Close on its heels, the Subaru Crosstrek also demonstrated robust sales, recording 15,789 units sold. While sales figures for the Crosstrek dipped slightly compared to the previous year, its popularity remains strong with buyers seeking a compact SUV with sporty handling and advanced technology.

The Subaru Outback, a perennial favorite known for its rugged capabilities and dependability, contributed 13,917 vehicles to the overall count. Additionally, the WRX has seen an impressive surge in sales, more than tripling from last July with 1,438 units sold, appealing to driving enthusiasts looking for an affordable yet powerful manual option.

Jeff Walters, President and Chief Operating Officer of Subaru of America, remarked, "Every new Subaru vehicle sale is an opportunity to deepen the trust and lasting relationships we've built with customers. Whether they choose one of our reliable gas, hybrid, or electric models, our commitment extends beyond the road into the communities we serve. This month, we're proud to kick off the sixth year of Subaru Loves Learning®, celebrating our success in helping over one million students through supportive initiatives with our retailers."

Troy Poston, Senior Vice President of Sales, highlighted the strong demand for Subaru vehicles, indicating that the combination of affordability, advanced technology, and long-term dependability continues to resonate with customers across the nation. The staggering sales numbers underscore Subaru's commitment to meeting the evolving needs of drivers while maintaining a trusted reputation.

Further analysis of the July sales data reveals some interesting trends:

• - Ascent: 4,152 units sold, up 38.1% from last year, showcasing its growing appeal in the mid-size SUV market.
• - BRZ: A modest increase with 233 units sold, highlighting its niche presence in the sports car segment.
• - Impreza: Despite sales of 1,458 units, it experienced a challenging drop of 38.6%, prompting a need for strategic adjustments in marketing and development.

The Legacy sedan struggled with only 20 units sold, representing a staggering 98.9% decline, reflecting changing consumer preferences towards SUVs and crossovers.

However, despite fluctuations in sales, Subaru remains optimistic about its future. The cumulative sales for 2026 stand at 361,794 units, though slightly down by 3.7% compared to the previous year. Subaru of America, Inc. continues to innovate and enhance its offerings, ensuring they remain a significant player in the North American automotive market.

With roots deeply embedded in community support and customer satisfaction, Subaru is committed to being More Than a Car Company®. The company’s Love Promise® encompasses their values of respect for every individual and commitment to bettering the communities they serve. This is further demonstrated through their contributions of over $340 million to various causes over the last two decades, emphasizing their dedication beyond automotive excellence.

As Subaru moves forward, it aims to not only enhance its product lineup but also strengthen the meaningful bonds forged with customers across the United States. Staying true to their legacy, Subaru aspires to adapt to market trends while promoting sustainability and reliable automobile options for their loyal customers.