In April 2024, Subaru's U.S. sales maintained a positive momentum. Compared with April 2023, the year-on-year growth rate is 9.5%, an increase of nearly 1%. Sales reached 55,863 units. On an annual basis, from January to April 2024, Subaru sold nearly 210,000 units in the U.S., reaching 208,859 units. Compared to the same period in 2023, the growth rate is 7.4%, which is a good performance.
The biggest surprise for Subaru America in April was the positive momentum of the all-electric Solterra. The all-electric SUV sold more than 1,000 units in the U.S. last month, reaching 1,456 units. Sales were close to 1,500 units, which was no small breakthrough. It was also the best month for Subaru Solterra since its listing on the U.S. market. Compared to April 2023, sales of 603 units increased by 141.5%, more than doubling the year-on-year increase.
The Solterra is Subaru's first all-electric model. It will be launched in the U.S. market in mid-2022. All the while, the performance has been tepid. There are only 2 months in 2023 that will sell more than 1,000 sales. It sold 1,118 units in September and 1,210 units in October 2023. Monthly sales of less than 500 units in the first three months of 2024 were very sluggish.
- In January 2024, 379 units were sold
- In February 2024, 322 units were sold
- In March 2024, 446 units were sold
Solterra's April sales exceeded the total sales of the first three months. With all the momentum on display, is Solterra's fortunes in the United States beginning to turn around?
Subaru's main models in the United States are still the Forester, Outback and Crosstrek. Sales of all three main models exceeded 10,000 units. Both models saw double-digit growth. The Forester is still Americans' favorite Subaru model. Although the sales volume in April failed to continue the momentum in March, it exceeded more than 20,000 sales again. However, sales also reached 17,850 units, an increase of 85% compared to April 2023. Demand for this compact SUV remains very strong.
With 13,131 units sold, the midsize SUV Outback is the second most popular Subaru model. However, with a year-on-year decline of 14%, sales performance was not as good as the same period last year. Compared to the 13,501 units sold in March, there is only a gap of just over 300 units. Although it has fallen month-on-month, the performance is not bad.
The crossover Crosstrek performed well. A year-on-year increase of 17.6%, an increase of nearly 2%. Sales reached 12,127 units. The three main models of the Forester, Outback and Crosstrek sold a total of 43,108 units, accounting for 77.2% of total sales. It is the mainstay of Subaru in the American market.
Subaru has nine models available in the U.S. There were three models that recorded year-on-year growth. They are the Foresters, Crosstrek, and Solterra. It can be seen that the Forester and Crosstrek were the main forces behind the growth of Subaru's U.S. sales in April.
All other models recorded double-digit declines. The sports car BRZ fell the hardest. It fell 64.9% year-on-year. Legacy is not bad. The year-on-year decline reached 32.4%, close to the level of one-third.