Subaru’s Electric Vehicle Sales in the U.S. Declined in the First Quarter of 2024

Subaru U.S. EV Sales Weakened In Q1 2024

In the first quarter, Subaru of America’s car sales in the United States saw a 6.7% year-over-year increase to 152,996. However, the sales of Electric vehicles (EVs) did not experience any significant growth.

Specifically, in March, the sales of the Subaru Solterra reached 446 cars, which was a 13% decrease compared to the previous year. This marked the third consecutive month of decline, with the EV’s share of Subaru’s total sales remaining below 1% for the year.

Looking ahead to 2024, uncertainty looms over the growth of EV sales. In 2023, Subaru sold nearly 9,000 Solterras in the U.S., but given the Q1 results and fierce competition, it may prove challenging to boost sales in the upcoming year.

The introduction of the 2024 model year version of the Subaru Solterra in February aimed to stimulate sales, but the direction they will take in 2024 remains unknown. Despite this effort, as of now, the sales of the Subaru Solterra in the U.S. for the year only amount to 1,147 units, a 16% decline from the previous year and less than 1% of the total results.

Comparatively, in 2023, Subaru sold 8,872 Solterras, accounting for about 1.4% of the total sales. Notably, the sales of the Toyota bZ4X (1,897) and Lexus RZ (1,603) in Q1 of 2024 were only slightly higher, with all three models based on the Toyota e-TNGA platform, known as the e-Subaru Global Platform by Subaru. The combined sales of the three models amounted to 4,647.

The new 2024 Subaru Solterra comes at a similar cost but boasts faster DC charging and more standard equipment than the 2023 model year version.

Overall, while the future of Subaru Solterra sales remains uncertain, efforts are being made to enhance the vehicle’s appeal and performance in the competitive EV market.