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Subaru WRX Sales Have Dropped by Nearly 40 Percent This Year



The Subaru WRX, a once-popular sports sedan, is facing troubling times as the company recently reported disappointing sales figures for May 2024. In a surprising turn of events, the WRX barely outsold the electric Solterra crossover, with only 1,673 units sold. This marks a significant decline of 39.6 percent compared to the previous year. Despite being a relatively new model, the current generation WRX seems to be struggling to attract buyers, especially when compared to the success of the Solterra, which saw a 254.6 percent increase in sales. With the introduction of the upgraded WRX TR model in October 2023, one would expect better performance in the sales department.

The WRX is powered by a 271-hp turbocharged 2.4-liter four-cylinder engine and is available with either a six-speed manual or a CVT transmission. While the stick shift option is offered on all trim levels except for the top-tier GT, the WRX TR provides a similar driving experience with a manual transmission. The absence of the STI model in this generation has left enthusiasts disappointed, though the upcoming tS model scheduled for 2025 might offer a similar performance package. However, it’s important to note that the tS model retains the same powertrain as the standard WRX, with only upgraded suspension and brakes.

In addition to the struggles faced by the WRX, the Subaru BRZ is also experiencing a decline in sales, with only 227 units sold in May. This makes it the worst-selling vehicle in Subaru’s lineup in the United States, with sales dropping by 45 percent so far this year. On the other hand, the Forester SUV continues to be a best-seller for Subaru, with a notable increase of 61.4 percent in sales through May 2024. This serves as a reminder that SUVs are currently dominating the market and bringing in higher profits for automakers.

Despite the WRX’s impressive performance capabilities, the current generation seems to lack the appeal that previous models had among enthusiasts. Many have criticized the styling of the latest WRX, describing it as boring and lacking the charm that made earlier models popular. Some have even pointed out that the WRX has become more of a mature vehicle, which may not be what buyers are looking for in a sporty sedan. The starting price of $33,855 for the base model may seem reasonable, but those looking for upgraded suspension and brakes will need to opt for the $42,775 WRX TR, which could be a substantial investment for a car that doesn’t stand out in terms of aesthetics or driving experience.

With declining sales figures, questions arise about the future of the Subaru WRX as a road-going rally car. If current trends continue, it’s possible that Subaru may need to reevaluate its strategy for the WRX lineup in order to attract more buyers and regain its popularity in the sports sedan segment. As sales continue to lag behind competitors and SUVs dominate the market, Subaru will need to make adjustments to ensure the viability of the WRX in the increasingly competitive automotive industry. Stay tuned for updates on the WRX as Subaru may provide further insights into its performance in the market.

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